A successful content marketing strategy accounts for where content will ultimately be published. To effectively gauge how content will perform, it's essential that you understand how it measures up against your competitors as well as leaders in your industry. After all, there's a big difference between publishing a blog post to a website with a limited reach and publishing an article to a prominent, well-read website with a large audience. Even if you use popular keywords and write strategically about relevant topics, if you're not factoring in the reality of your website's influence, you may be setting your web content up for failure.
Since its launch more than two years ago and its release of its enterprise version last November, InboundWriter has been working on a number of significant advancements to its platform and algorithms. Today, the content optimization solutions provider has announced the ability to factor in where a writer's work will be published in order to predict content performance. Though it seems rather basic, it has the potential to add critical context and intelligence to how it scores content and provides improvement suggestions.
Not All Content Drives Traffic
Making its debut at Content Marketing World, InboundWriter is taking a cue from the morning's keynote at which Jay Baer tells us "Why Smart Marketing is about Help not Hype." After speaking with InboundWriter's CEO Skip Besthoff, it is clear that this release was designed to help solve a major content optimization challenge faced by many companies and publishers.
InboundWriter conducted research to find out just how well content marketing programs perform, and found that on average, online content has a 10-20 percent chance of being successful at driving traffic. This means that for every 10 content pieces developed for a website, typically, only one or two will actually drive meaningful traffic. Such results drove InboundWriter to develop new content marketing capabilities, including the ability to predict whether or not a user's content will be successful before it's published or even written.
By evolving the platform from an online best practices application into one that takes into account all the key factors that influence content performance, InboundWriter is giving publishers the missing piece of the content marketing puzzle. By demonstrating the statistically significant relationship that exists between the traffic that a piece of content generates and its InboundWriter content quality score, InboundWriter is effectively giving users the ability to accurately predict their content’s performance on the web.
Content Marketing Gets a Technology Boost
Since its inception InboundWriter has been able to automate the process of applying best practices to content creation. In the latest InboundWriter platform, it's now able to evaluate critical new factors so it can forecast content success. It can do this because the InboundWriter software takes into account the site where a user will publish content in addition, as well as who the user’s competitors are for that piece of content. Once InboundWriter understands the topic a user plans to write about, it searches the web to find hundreds and thousands of competitive content pieces on the same subject. Armed with an arsenal of intelligence, it's then combined with the software’s analytics data, yielding insights about how a piece of content published on a particular site will perform.
Developing a content marketing strategy needn't be hard, provided you have enough intelligence about the topics you'll write about and the audience you'll target. Yet, companies still struggle to understand how and why their content performs the way it does. InboundWriter aims to give companies a huge advantage by providing the means to measurably improve content quality, and consistently predict how content will perform prior to investing significant time and resources into writing, publishing and promotion.