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HOD OLO Methodology
Content Marketing Survey
Anatomy of Performing Content
We asked 1200+ people from 39 countries, working for B2B and B2C companies, digital marketing agencies, non-profit and other types of organizations, to tell us about the role of content marketing in their work. Top Required Skills for a Content Marketer
We collected 700,000 articles URLs from domains with a blog section that had from 50,000 up to 500,000 average monthly unique pageviews calculated for the whole article’s lifecycle. We also discarded the articles published later than June 2019. To evaluate the performance of each article, we considered the traffic (average unique pageviews), engagement on social media (Twitter + Facebook), and backlinks. After that, we tried to establish the reference values for the most common characteristics of the content, specifically: length; title types (how-tos, lists, questions, guides/studies, etc.);
We analyzed 17,000+ Content Marketing positions on Monster and Indeed, two large job search sites. We took into account job offers available on these websites in October 2019. We reviewed job vacancies for such job titles as Content Writers, Content Managers, Content Marketers and Content Specialists.
H1 length; structuring (subtitles depth); lists presence.
For better representation, we split all the articles in the research by word count:
300-600; 1501-2000; 601-900; 2001-3000; 901-1200; 3000+. 1201-1500;
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