Content marketing that generates mainstream press is actually more effective than was first thought, and the long term return on investment is also far higher than previously estimated.
Having said this, this opening statement is only applicable to content that can gain press attention. Voova Digital have experts who are capable of working out ways to figure out if your content is newsworthy and how you can improve it.
Data Driven Content
Content that is data driven, together with digital PR is still on the rise, but there is still an overall lack of understanding what the long term implications of all this is.
To try and understand this statement you need to look at the long-term value of two types of links.
These two links are Direct Links and Secondary Links:-
Direct Links – from publishers to content on a domain
Secondary Links – link a story that a publisher wrote about another site’s content.
Direct links are important, but it is the secondary links that carry more pass-through authority and can often be reclaimed into action links.
Direct links normally accumulate in the same ways:
- An initial large spike with a smooth tail off
- A build up and then a large spike with a smooth tail off
- Multiple different sizes of spikes
Half the total amount of links that will be built will accumulate in the first month. The other half will take over two years.
A small proportion of direct links with generate interest and create spikes of their own due to secondary links.
Links generated directly to content is not the whole story, when a campaign gets mainstream press attention then this can go viral. When this happens large volumes of syndications to the stories themselves.
It is well worth reaching out to the authors of the secondary links to get link attributions to the primary source.
The Value in a Long Tail
If you look at a graph of spike and tail offs concerning link acquisition then it is easy to see the value of having a very long tail to build successful marketing campaigns. The initial spike of your efforts is literally only half the story.
Most good campaigns start with great pick-ups, but often there follows a multi-year long tail of links that follow. These links are organic and they come without any additional marketing or promotion.
Cost per link therefore is not an easy calculable statistic and trying to find the ROI you must take into account a longer period of time. So perhaps move a project from months to years.