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Curation Report: Which Publishers And Content Types Matter Most? Our June 2014 Data

By , on July 11, 2014 at 8:44 am

Marketers publish thousands of posts via Rallyverse every month, from hundreds of different sources, on scores of different topics. And while each marketer has their own unique strategy for creating, curating and sharing content, almost all of our clients include curated content from third-party publishers as a part of their content strategy.

We were curious: for third-party curated content, which publishers were most popular with the marketers that use Rallyverse? And, at the same time, which publishers were most popular with audiences? Finally, how did the amount of curated content play into the overall mix of posts from Rallyverse marketers?

To answer these questions, we looked at all of our post data from June, 2014. While this data isn’t a representative sample of the internet as a whole, it does reflect the brands and strategies of the marketers using Rallyverse — mostly enterprise marketers on Facebook, Twitter and LinkedIn who target both B2B and B2C audiences. So while it’s not a barometer for the most popular content across the whole web, this data offer some insights into what’s most popular with enterprise marketers.

Let’s start with the most popular publishers for curated content.

We can’t pretend to be surprised to see Mashable at the top of this list, they of the social-friendly social media and technology news, plus a healthy helping of whatever the internet is talking about on a given day. The Guardian makes a great showing from across the pond in the second position. From there, you see a lot of familiar publisher names: Business Insider, Forbes, Techcrunch, The New York Times,¬†and HuffPo.

In terms of surprises, you’ll notice some career-related sites placed high on the list: The Muse, Monster and Careerealism, which reflects that more than a few Rallyverse marketers are using social media to recruit employees (we’ll let you guess where they might be posting this content).

How about next-generation publishers? While it may play well with the kids, Rallyverse marketers don’t seem to be interested in sharing content from Buzzfeed and Upworthy — they didn’t make the cut.

While the chart above can show us which publishers are most popular with marketers, we’d also like to know which do best with audiences? That is, which publishers earn the most clicks from Rallyverse marketers?

The results in this chart largely mirror the data above, though the career-related content outperforms its ratio of posts. Again, this has everything to do with the sort of marketing scenarios (and scale of client audiences) for which marketers are using Rallyverse more than anything else. Still, it’s worth noting that when it comes to clicks, the power-law distribution of the chart is far more pronounced than it is for most — meaning that the right post at the right time has the potential to dramatically outstrip your averages.

Of course, curated content is only one part of a marketer’s content marketing strategy. How does curated content fit into the mix of content shared by Rallyverse marketers? We were able to code each of the domains in our database to examine just how marketers use curated content, owned content, social media content (Tweets, LinkedIn recommendations, YouTube, SlideShare) and calls to action (CTA) as part of their overall content strategy.

When we’re asked what the ideal mix of owned, curated and call-to-action (promotional) content, our answer is the Golden Ratio: 30 percent owned, 60 percent curated, 10 percent promotional/ call-to-action.

From the data above, it doesn’t look like our customers are far off that ratio, especially when you consider that social content is likely highly flavored with owned content. Owned content makes up 17 percent of posts and social comprises 8 percent, not quite 30 percent but in the neighborhood. Curated content is 53 percent of posts, and remains the majority of the content published by Rallyverse marketers.

It’s worth noting that the percentage of clicks driven by owned content (22 percent) outperforms its percentage of posts (17 percent); similarly, the percentage of clicks from curated third-party content (47 percent) lags the percentage of curated posts (53 percent).

If there’s any part of the strategy that deviates from our recommended ratio, it’s the heavy use of promotional calls to action by Rallyverse marketers — making it clear that direct-response ROI is a priority for their content marketing.

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Categories: Case Study, Research