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BizReport : Blogs & Content : September 11, 2014

Two factors that impact branded content

According to a recent study conducted by InboundWriter only about 20% of a given website's content drives the bulk of its traffic. Now the researchers have dug deeper into this phenomena and have pinpointed two factors than can help brands better use content and content marketing.

by Kristina Knight

Last year InboundWriter conducted a study that showed 20% of website content is driving 90% of sites' content; that isn't a great tradeoff. The original study results can be found here.

Now, researchers believe they've identified why there is a disconnect between content and traffic - and it comes down to old content marketing techniques. In the early days of the Web, content creators focused on keywords, but search engines have evolved and now take into account semantics, originality of content, topic relevance to the site and other factors. InboundWriter found two factors - publishing webiste and content topic - should be the focuse for content marketers. This is where the biggest content performance impact can be found. While it is difficult to change the first, content topic or angle are much simpler to adjust for content that is specifically meant to drive web traffic, as shown by the InboundWriter Predictive Analytics Model for content. So, brands who are still working on keyword-rich content aren't driving as much traffic because they are focused on traditional content optimization techniques but the search engines aren't weighing the words in the same way. Instead they should focus on identifying what topics Google and other search engines perceive as relevant for their website and manage expectations for traffic from content marketing that way.

Enter Inbound's new predictive analysis model which helps brands determine if the content they're creating will drive traffic and help their profile.

"The goal of the new InboundWriter platform is to bring 'science' to the earliest stages of content planning such that the natural writing workflow and creative process are not disrupted," said Skip Besthoff, CEO, InboundWriter (via the InboundWriter blog).

Through the platform brands can identify success factors for content and forecast how that content will perform; the platform will also offer suggestions for related or alternative topics along with editorial goals and guidance.

Image via Shutterstock

Tags: content creation tips, content marketing, content tools, InboundWriter

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