Owned Content: Calculating Success

owned content

Owned content. From blog posts to white papers, most companies create some form of owned content but not all are utilizing it to its fullest potential – or even know how it performs on its own. Given owned content can leave lasting impressions and expand your company’s reach through social sharing, having engaging and insightful content helps solidify team expertise and foster success for an organization.

The Problem

Owned content doesn’t always perform as well as it should. Daily blog posts demand large amounts of time and effort. So, if content just isn’t getting views and shares, why bother? The problem might not be where, when or how content is presented, but rather the content topics themselves.

The Solution

There are endless sources online claiming to have the answer for creating better content, however, many sources are bias.  Marketers, PR Pros, and Advertisers are in a daily battle to remove opinion from decision making and tactical execution. Just because an individual finds a topic interesting, this does not make it universally accepted. Rather, content decisions should rely on one influence above others, data.

The Method

In order to make better, more informed decisions about what type of content to create, turn to past successes, and success of your competitors, to justify decisions. For example, analyzing top-performing posts within an industry will uncover apparent trends. Success is more than just clicks; it’s also SEO, social shares, engagement and quality of content. How can all of this be measured and analyzed?

SHIFT has the solution: SCALE. SCALE is a cloud based software designed to close the data gap when analyzing how well content performs. Short for Shared Content And Link Evaluation, SCALE is an open source program designed to ingest URL-based marketing data from multiple, disparate data sources, and unify the findings. It incorporates organic data from MOZ Open Site Explorer API, SEMRush, and APIs of the top social media platforms. The result is a comprehensive report of the most successful posts, calculated through quantitative and qualitative data.

The Application

To test this process, we wanted to see what type of communications-related content resonates. Using SCALE, hundreds of links from sites such as  PR Daily, Spin Sucks and AdAge were ingested and assessed. Then, these links were ranked by total social engagements, analyzed and compartmentalized into one of 13 categories: social media, writing, media relations, marketing, advertising, SEO, careers, analytics, crisis comms, data/data-driven, events, influencers, and investor relations.

Here’s a sample of results from our findings:

owned content

This forms conclusive evidence that the top performing articles on these sample sites center around marketing, careers and advertising.  With this information, creators of owned content – like SHIFT blog authors – have clear guidelines for developing a successful post. Numbers do not lie!

Owned content can be a cornerstone for a successful company. It can also be a burden to those lacking a proper model for it. Rather than being influenced by opinion and bias, turn to the data! By using SCALE, successful content (by all definitions) can be compiled and analyzed. The result is a set of quantitative and qualitative data for content creators to leverage. This allows for a more informed content with better chances of positive reception. Data-driven approaches are proven to provide the best results. Don’t just hope for success, calculate it!

Roman Greco
Intern

Download our new eBook, How Social Broke PR

Posted on August 25, 2017 in Data, Data-Driven PR, Public Relations, Research

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