Some verticals, such as Health and Fitness, outperformed the average benchmarks by more than double, with 195 average placements and roughly 62,600 social shares. The average campaigns in Health and Fitness, Drugs and Alcohol, and Travel outperformed the average campaigns in other verticals. Our Drugs and Alcohol campaigns were 2.2 times more likely to use curated data and 1.4 times more likely to have interactive elements than the average campaign. Our Travel campaigns were 28.6 percent more likely to use social media data and 30.5 percent more likely to use rankings and comparisons than a campaign in the average vertical.
- When developing a content marketing strategy, it is helpful to look at the average placement and social share rate for various verticals
- Rand estimates that it will take five to ten attempts to create a piece of successful content.
- Vertical-specific metrics can also help identify opportunities to create cross-vertical content for greater traction.
“No matter how informative your infographic about tax law may be, it’s not going to attract the same amount of attention as a BuzzFeed Tasty video. You shouldn’t expect it to. In order to determine what successful content looks like for your brand, you first need to have realistic expectations for what content can achieve in your particular niche.”