Who’s sharing what? A content marketing guide

Start tracking data if you want to see your content flourish online. Here’s where—and how—to go about breaking down your digital footprint.

Content—in all of its forms—seems to make the online marketing world go ’round.

Though marketers understand the benefits of successful media relations outreach or social media sharing tactics, they rarely take a hard look at how all their content performs—even the most unsuccessful posts.

Can thoroughly tracking case studies, white papers and other content help improve your content marketing strategy?

After recent analysis of 1,000 stories and more than 26,000 links, researchers at Fractl think so.

When it comes to improving your content’s reach, Fractl data point to several key points.

Sharing is rare

Data show that even the most authoritative sites don’t always attract a ton of engagement on social media. Despite the size of a site’s audience and its sharing capacity, roughly 50 percent of links with high domain authorities—or Google ranking—saw zero shares.

From the analysis:

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