- OkDork blog by Noah Kagan,
- Backlinko blog by Brian Dean,
- ConversionXL blog by Peep Laja (no post date and no number of comments),
- IWillTeachYouToBeRich blog by Ramit Sethi (no number of comments),
- Quicksprout blog by Neil Patel,
- SocialTriggers blog by Derek Halpern.
The analysis is done based on 52 metrics about post url, date posted, social share counts, headline, length of headline, and advanced metrics like post neutrality, headline neutrality, etc.
So is there a perfect post recipe obtainable from 6 main marketing & blogging giants?
The analysis is a bit detailed and requires five main sub-sections: Let’s dive into each of them in detail…
- Basic statistics.
- Trends over time.
- Headline analysis.
- Content analytics.
- Sentiment analytics.
Here is a summary of the analysis:
- Consistency is KEY. the magic number is between 1 and 3 posts per week.
- There is no magic day to publish posts. Weekends tend to work worse for social shares than workdays, probably because generally, we chill out on weekends, and avoid professional talks.
- Positive sentiment of the post content and headline, drives most social media shares.
- Optimal post length to maximize tweets is ~4000 words.
- Six distinct post groups emerge from all the posts we analyzed, and two of them have significantly higher number of shares per post. These sections have keywords like traffic, conversion, design, test, etc.
- For small posts of under 1000 words 8 to 10 external links are the optimum. Large posts require at least 50 links to hit the maximum sharing.
The blogging giants have unique content, and hence the popularity is not easy to replicate.
Look at the TWEETS of individual blog posts over time. The social trend has started only after 2010, perhaps because the giants realized better ways to rank their post, and drive more traffic.
There is a lot of controversy about the ideal post length, day to post or ideal headline length. All possible headline lengths have been tried. Headlines with 40-65 words have high fraction of super-tweets. In micro analysis, different blogs have different preferences, and the high-popularity range of headline lengths is quite wide
Let’s look at posting evolution for all giants over time
Look at the differences in posting frequency per quarter since 2014. OkDork has been getting quieter since Q3 2014. Quicksprout outputs 35-40 posts per quarter. Ramit Sethi has been ramping up his output significantly since Jan 2015.
Average FACEBOOK SHARES per POST are quite different among the blogs.Note the backlinko which became active in Q2 2015 and quickly got pretty high in avg shares per post:
The amazing thing about backlinko is that only 29 posts were analysed, and with six months in active existence the blog gained very impressive social sharing metrics. If shares are the goal, and time is tight, Brian Dean from backlinko, might have a process which falls into the growth hacking category.
Average TWITTER SHARES per POST show similar trends. Can you guess which blogs have social media shares as their target metrics?
Average HEADLINE LENGTH per POST quite similar for all blogs – something between 40 and 60 characters is a golden range:
Average WORD COUNT per POST differs a lot. Social Triggers have been ramping it up. Backlinko started writing super-long posts.
To compare the day of posting and social shares – if all 2,831 posts are considered as one pile – the results are inconclusive.