What 300+ Content Marketing Campaigns Can Teach You About Earning Links
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We recently dug through three years of client campaigns and asked: What factors increase content's ability to earn links? Here's what we found.
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What 300+ Content Marketing Campaigns Can Teach You About Earning Links
- 4. Our Women in Video Games campaign had all four characteristics. This single campaign amassed nearly 900 placements (e.g., BuzzFeed, Huffington Post, MTV, and Vice).
- 5. It paired a highly emotional topic (body image issues) with a strong visual contrast. It also included a pop culture theme that appealed to a niche audience (video game fans) while also resonating with a broader audience.
- 6. Content that evokes a strong emotional response is extremely effective at earning links. HIGHLY EMOTIONAL1.
- 7. In fact, our campaigns that earned 100+ placements were 3 times more likely to feature a strong emotional hook than less successful campaigns. HIGHLY EMOTIONAL1.
- 8. Our Truth About Hotel Hygiene campaign earned over 700 placements thanks to a high “ick” factor, which gave it emotional resonance paired with universal interest (most people use hotels). HIGHLY EMOTIONAL1.
- 9. Now let’s take a look at one of our most successful campaigns of all time. HIGHLY EMOTIONAL1.
- 10. How would you alter this woman’s body to make it what you think is “ideal”? HIGHLY EMOTIONAL1.
- 11. HIGHLY EMOTIONAL1. Here’s how graphic designers from different countries did it.
- 12. HIGHLY EMOTIONAL1. Here’s how the internet reacted.
- 13. HIGHLY EMOTIONAL1. High-Arousal Content Marketing Example •Perceptions of Perfection blew up – with over 3.5 million views on BuzzFeed alone! • Our client Superdrug received 700K pageviews within 5 days.
- 14. HIGHLY EMOTIONAL1. Audiences were surprised to see how drastically designers altered a woman’s photo to fit their country’s standards of beauty. The surprise factor added an additional layer of emotionality to the already emotional topic of women’s body image issues.
- 15. Want high-quality links? We found a correlation between high average domain authority and content topics with mass appeal. Campaigns in the travel, entertainment, and retail verticals did especially well with top-tier publishers since they naturally lend themselves to content ideas with broad appeal. BROAD APPEAL2.
- 16. More than half of our highest performing campaigns centered around a ranking or comparison. COMPARISON3.
- 17. POP CULTURE THEMED4. Our campaigns with more than 100 media stories were nearly 2x as likely to incorporate a pop culture theme than our campaigns with fewer than 20 pickups.
- 18. GET MORE INSIGHTS ON OUR ANALYSIS OF 345 content marketing campaigns.