what 300+ content marketing campaigns can teach you about earning links
TRANSCRIPT
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1. Highly
emotional
2. Broad appeal
3. Comparison
4. Pop culture
themed
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OurWomen in Video Games campaign had all four
characteristics.
This single campaign amassed nearly 900 placements
(e.g., BuzzFeed, Huffington Post, MTV, and Vice).
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It paired a highly emotional topic (body image issues) with a strong visual contrast. It also included a pop culture
theme that appealed to a niche audience (video game fans) while also resonating with a broader audience.
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Content that evokes a strong emotional response is extremely effective at earning links.
HIGHLY EMOTIONAL1.
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In fact, our campaigns that earned 100+ placements were 3 times more likely to feature a strong emotional hook than less successful campaigns.
HIGHLY EMOTIONAL1.
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Our Truth About Hotel Hygiene campaign earned over 700 placements thanks to a high “ick” factor, which gave it emotional resonance paired with universal interest (most people use hotels).
HIGHLY EMOTIONAL1.
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Now let’s take a look at one of our most successful campaigns of all time.
HIGHLY EMOTIONAL1.
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How would you alter this woman’s body to make it what you think is “ideal”?
HIGHLY EMOTIONAL1.
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HIGHLY EMOTIONAL1.
Here’s how graphic designers from different countries did it.
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HIGHLY EMOTIONAL1.
Here’s how the internet reacted.
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HIGHLY EMOTIONAL1.
High-Arousal Content Marketing Example
•Perceptions of Perfection blew up – with over 3.5 million views on BuzzFeed alone!
• Our client Superdrug received 700K pageviews within 5 days.
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HIGHLY EMOTIONAL1.
Audiences were surprised to see how drastically designers altered a woman’s photo to fit their country’s standards of beauty.
The surprise factor added an additional layer of emotionality to the already emotional topic of women’s body image issues.
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Want high-quality links?
We found a correlation between high average domain authority and content topics with mass appeal.
Campaigns in the travel, entertainment, and retail verticals did especially well with top-tier publishers since they naturally lend themselves to content ideas with broad appeal.
BROAD APPEAL2.
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More than half of our highest performing campaigns centered around a ranking or comparison.
COMPARISON3.
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POP CULTURE THEMED4.
Our campaigns with more than 100 media stories were nearly 2x as likely to incorporate a pop culture theme than our campaigns with fewer than 20 pickups.
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GET MORE INSIGHTS ON OUR ANALYSIS OF
345 content marketing campaigns.