BuzzSumo Publishes New Report on Key Content Trends to be Aware of in 2018 “If you’re sticking with your content approach from three years ago, it’s now 50% less effective.”
This first line in BuzzSumo ’s latest Content Trends report certainly grabs attention, and definitely, if you’re working in digital or content marketing, it’s worth looking over their stats and getting an understanding of the current lay of the land.
BuzzSumo, which analyzes content performance based on social shares and links, looked at 100 million articles published in 2017 to get some perspective on the latest trends and shifts, and see what impact algorithm shifts and social platform changes are having. And the data's certainly eye-opening – BuzzSumo’s key finding is that social sharing of content has been cut in half since 2015, with the majority of content seeing very few shares, and generating zero backlinks.
Why is this so? BuzzSumo contends that the factors which have caused the biggest impacts are:
Growth in content competition Rise in private sharing (aka ‘Dark Social’ shares) Facebook algorithm changes reducing exposure, and thus, traffic In terms of increased competition, BuzzSumo presents this example – we can see here that as Wordpress posts, overall, have increased, pageviews of those posts are starting to decline.
This comes back to the ‘content shock’ theory , that eventually there will be just too much content to consume, and it'll become overwhelming, making it increasingly difficult to succeed. That makes logical sense, but the takeaway from this is not that brands should necessarily be turning away from content, but that simply producing content alone will not be enough.
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