Should we obsess about earning shares and links with content in B2B online marketing?
Buzzsumo does. They’ve been at it for a few years now, madly crunching data gathered from their own platform, to objectively report on blog post formats and content types that are well shared and earn links.
Shares and links come with benefits. They amplify your content and help increase traffic. You could argue, however, as many do, more eyeballs don’t necessarily translate to conversions.
I don’t take social shares and links from other websites lightly. They say to me the content struck a chord with readers. It may be a fuzzy measure of success, but a measure no less. In fact, thanks to Buzzsumo, it’s a measure you can access instantly and use to gauge interest levels of your content. I’m into it.
“Shares can particularly help visibility and content distribution while links tend to help authority, search engine rankings and longevity,” wrote Buzzsumo’s Steve Rayson. The quote comes from Steve’s post, The Top B2B Content of 2016: Six Lessons for Marketers.