AI PR & comms technologist. Focus areas: AI, data, measurement, SEO, Analytics, Social Media. Consultant and trainer [3000+ organisations helped]
B2B content written by journalists gets 8X more engagement than all other B2B content put together, according to research from BuzzSumo. Much like "ranking by proxy" in SEO, "engagement by proxy" through B2B media coverage is far more likely to result in visibility and awareness of a brand. The assumption often made in B2B content marketing is that it's all about getting your own content to gain reach and engagement. But the odds are generally stacked against you from the start. B2B media coverage content is far more likely to: ➡️ reach your target audience ➡️ get more engagement ➡️ sit on a higher domain authority site than your own and attract more backlinks (generating greater search visibility for your brand). Buzzsumo's Content Analyzer feature is a good place to start - with the click of a button, you'll soon find out whether brand-related content or B2B media coverage gets higher levels of engagement for any given topic, interest or issue. You'd also see which media outlets tend to create the content that gets this engagement (and which journalists are writing it). You'll have a better idea of which outlets and journalists to target for your pitch. You might discover that investing more in media relations is a better use of your budget than trying to get your own content to match these levels of engagement. What do you think? Let me know in the comments below. #publicrelations #pr #contentstrategy https://lnkd.in/grp2K4t2
Nice. Couple of thoughts and/or questions if I may Andrew Bruce Smith. 1. Is the journalist factor the driver here? Would it be true to say that great content housed on a high authority platform will always get more attention - whether it's written by a journalist or not? 2. What do you say to companies, marketing directors, et al, who down play the importance of strong content on a great platform IF that content doesn't link back to their website or offer page? When I write this second piece down it sounds implausible, but our folks are persistently challenged on this point.
Nice advice dude! Always been a big Buzzsumo fan - great way to research trending content, but I like this tip on using it to pin down the publishers and journalists who get the most traction in your sector. Frustration has always been that LinkedIn locked down so much data, that Buzzsumo doesn't pick up any insights from arguably 'the' B2B social platform. I always wonder the value in things like Facebook shares etc
Ping Mat Morrison
Of course. Journalists are not trying to sell anything, so people trust and read them more.
Absolutely agree Andrew Bruce Smith. I went to a PR talk recently where someone asked why journalists get mad at clients who post news on their own website first. The response was - "Why post it on your own website when you can have a more powerful one, with a larger reach to your target audience, post it instead?"
Really interesting comparison. would the journalist content include sponsored content or purely editorial? As commented elsewhere here, the journalist content can also be a great driver for your own.
This is useful insight Andrew Bruce Smith - and adds to the argument of investing in PR but ensuring that you are also generating those back links because that is where the credibility and trust comes from the media outlet. Buzzsumo is a great tool for content insights.
Brilliant post this and I used the data in a pitch yesterday Andrew. Love it I will share for you.
Journalist, communications specialist, author and Board Trustee
2yFascinating as always Andrew Bruce Smith journalist coverage must also be powerful third party advocacy for brands too which rather supports your media relations support for small businesses Christian Ewen ?