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Lessons From Building 26,000 Links

The Fractl team worked on hundreds of content marketing projects. On the way, we kept track of a lot of data, anywhere, including our clients campaigns were presented, what types of connections each campaign attracted, and how many times each investment was shared.

As we look regularly review our data to assess the performance by country and customer until now we had never analyzed these data overall. After combing through 31,000 media mentions and 26,000 links, here’s what we found.

Most high authority links do not receive a lot of social activities.

Most marketers assume that if they establish links on high authority sites, the shares will come. In a whiteboard Friday last year, Rand talks about this trend. BuzzSumo Moz and analyzed 1 million items and found that more than 75 percent received no social action at all. When they looked at all the links – not just articles – this number increased to about 90 percent.

We (mistakenly) thought it would not be the case with high quality links that we won. There is even the majority of our links on sites with high domain authority (DA) had no social actions:

On average, campaigns get 110 11,000 Investments and social actions, but the accounts a unique link for about 63 percent of total shares. This means that if you exclude the most efficient link of each campaign, our average project would only get 4,100 social actions.

Like most relationships do not give shares, marketing objectives with both link building and social engagement should consider a strategy to gain social traction in addition to building a strategy portfolio various links.

The social strategy can be as simple as targeting several key sites that regularly give high social actions. It is also useful to consider the social media accounts target sites. When they post their own articles, what kind of commitment do they do?

Of all the sites that have covered our campaigns, the following five sites had the highest average social actions for our content. We know that we can count on these sites in the future for the high social commitment.

Exceptions to the rule

Some content may certainly accomplish both high engagement and social action. The Moz BuzzSumo study and found that the best types of content to attract links and social actions are content or opinion articles on research supported. long-form content (over 1,000 words) also tends to attract more links and actions that the shorter content. At Fractl, we found the same factors – emotional hook, a ranking or comparison, and a reference pop culture – tends to encourage both social sharing and bonding.

Few sites are still linking to you the same way.

To ensure the construction of a natural bond portfolio, it is important to keep track of how sites link to your content. You will learn if you win a mixture dofollow links, nofollow links, links cocitation, and brand mentions for each campaign. We pay special attention to the types of bonds earn our campaigns. Looking at this data, we noticed that publishers do not always bind in the same way.

The table below shows an example of how 15 high authority news sites have linked to our campaigns. As you can see, some websites have given links dofollow 100 percent of the time. On this basis, we can assume that many of the best sites do not have an editorial standard defined for the types of links (although many sites will give nofollow links).

While getting a website to cover your content is something to be celebrated, not all the investment will result in a dofollow link. And just because you get a dofollow link from a site once does not mean that you should always expect the type of link from the publisher.

Creating a large number of visual assets is a waste of time in certain verticals.

There is an ongoing debate within the walls of Fractl on whether or not the creation of a large number of visual impacts positively the scope of assets enough to warrant additional production time of a campaign. To resolve this debate, we reviewed our 1300 top placements to better understand how publishers covered visual assets of our campaigns (including both static image and video). This sample was limited to articles on websites with a DA of 70 or more that covered our work at least four times.

We found that publishers in various vertical markets had divergent trends regarding the visual coverage of the asset. The heavier vertical image was entertaining, and the least was education.

Part of the variation of the count of the assets is based on the number of assets were included in the campaign. Although this bias our data, we get useful information from this analysis. The fact that the best entertainment publishers have used an average of nine active when they cover our campaigns indicates a high tolerance for visual content from outside sources. Vertical with averages of lower assets may be wary of external content or simply prefer to use some key visuals to expand an article.

Given these vertical editor preferences in mind when developing content can help your team better allocate resources. Rather than spend a lot of effort designing a large set of visuals for a campaign that you want to be placed on a finance site, your time can be better spent creating one or two impressive visualizations. Similarly, it is worthwhile to invest in creating a variety of visual elements if you pitching entertainment and health sites.

The analysis of our entire portfolio link taught us some new things that challenged our previous assumptions:

High DA sites do not necessarily attract a lot of social commitment. Just because a site that linked you to a large audience does not mean that the public will share your content.

Most sites do not always use the same types of links. You have a dofollow link a once site? Do not expect to be the norm.

Some verticals of the editor are more likely to be a lot of visual elements. According to the vertical you are targeting, you might be wasting time on the design of many visuals.

As I hope you have learned something internal study Fractl, I want you to see the broader lesson: the measured value and analyzing your own data content campaign as a way improve your process. If you have made a similar analysis of the links from the commercialization of content, I’d love to hear from you in the comments.