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BizReport : Blogs & Content archives : January 14, 2016

Research reveals the short time-span during which articles generate peak traffic

Without a long-term, sustainable promotion strategy, marketers and publishers will find that content, and the resources invested in its creation, will become irrelevant after just one week, according to new research released by Boost The News.

by Helen Leggatt

Analysis of 30 articles from a variety of websites by Boost The News has found that traffic to three-quarters (74%) of those articles reaches a peak on the same day of publication. Just a quarter (25%) of the articles reached peak traffic on the first or second day.

After the second day, traffic begins to drop off significantly with less than 1% of articles reaching peak traffic more than 2 days after publication. Within a week, traffic drops, on average, by 90% and after a month, by 98%.

Writing on Boost The News' blog, Daniel Slomka says that "the impact of SEO on long-term traffic of online articles is minimal. When the initial buzz around articles fades away and no promotion of the article is taking place, organic traffic stands for less than 2% than it used to be (for big publishers, 2% of the first peak of traffic can still mean a lot of traffic - but nevertheless, there is still a huge gap in content visibility that cannot be bridged without promotion)".

In a nutshell, both marketers and publishers alike need to create a sustainable, long-term article promotion strategy if they are to make the most of the investment in content creation.

Tags: content marketing, research, web traffic

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