By Adam Monk
It has often been said of the internet that content is king. Create fabulous content and it will get noticed by savvy and eagle eyed content consumers and spread across social media like wildfire, garnering you a bucket load of brand exposure in the process.
This is perhaps one of the most misleading premises in online marketing today. Content quality is undoubtedly important, there’s no doubt about that but that doesn’t make it king. Without proper marketing activation and a robust planning methodology, your videos might be absolutely brilliant but just won’t gain the attention they deserve and need to justify their creation. In other words the chances of any given piece of online content joining the sea of orphan content, that sits unloved and unnoticed online, is far greater in the absence of a plan.
In this article, I want to look at the phenomenon of orphan content and how to avoid it by implementing a proper planning methodology that informs and shapes the creation and activation processes,. We’ll also look at the importance of evergreen content and how to get the most from your video content through proper activation. Let’s start though by exploring the scale of the problem and how content ends up orphaned in the first place.
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What Leads to Orphan Content?
Despite the inevitable ambiguity around the term ‘orphan content’ let’s look at some stats. In 2015, Moz and Buzzsumo conducted some research looking at content shares and referring domain links on a random sample of content. I’ve outlined some of the headline findings below.
- Across 100,000 posts over 50% had two or less Facebook shares, likes or comments
- Across that same sample 75% had no external links
- Amongst the various content types surveyed list posts and videos attracted the most shares, with video being the most popular of these by far
- Of 99,520 videos surveyed 17,708 was the average number of shares, compared to 10,734 for list posts, 1782 for ‘how to’ articles and 1443 for ‘why’ articles.
In a separate study, web marketing company Fractl looked at why people share content and found the following:
- 44% of respondents surveyed said they shared on social media to entertain
- 25% of respondents surveyed said they shared on social media to educate
- 20% of respondents surveyed said they shared on social media to reflect who they are as a person
- 10% of respondents surveyed said they shared on social media to support a cause or organisation
Comparing this last stat to the first stat can tell us a lot about why so much content ends up orphaned. With a more than 4 times chance of being shared, it really does pay for brands to be making content that’s entertaining.
The problem of orphan content isn’t just restricted to the consumer market either. A 2013 study by Sirius Decisions found that between 60-70% of content that is created by B2B marketing departments sits unused. This is a huge waste of time and resources and shows once again, that without a proper activation strategy in place, content can Go to the full article.
Source:: Business 2 Community