What the experts say
Matt Seabridge, Digital PR Manager, iProspect
“The average number of links to B2B content is refreshing, comparing your content performance to the rest of the industry.
We often compare our results to the top 1% of “viral” activity, so it’s reassuring that even a handful of links to B2B content are actually performing well above average and should be celebrated on a massive scale.
“It’s also nice to see some of the more old-fashioned types of bread and butter content still perform the best.
A good industry report with insightful statistics may not be the talk of the industry, but it can still give you good results.
A lot of people seem to think that B2B clients are harder to do digital PR for them, but it’s all relative, which proves you don’t need 30-50 links per campaign to outperform the competition.
Sometimes a few links from the right site can make a difference if your competitors aren’t investing in content either. “
Paddy Moogan, Co-Founder, Aira
“The average number of links per piece of content was a bit lower than I expected, but still not entirely surprising.
The SEO and digital PR communities tend to share viral successes that often generate tens or hundreds of links, and while these are easy to see, when you look at the bigger picture of content, they are often The exception is not the rule.
At Aira, we do find that B2B clients generally have lower link volume, but those links are generally more topical.
Regarding the statistical content in the generated link list being so high: this is in line with some of the trends I’ve seen over the past 12-18 months of increasing the volume of Link.
Compared to content like infographics and data visualizations, this type of content ranks very well, which means they can also passively generate links—without the need for constant outreach.
Content that doesn’t require ongoing outreach to generate links is more sustainable than a one-off event, and while never going “viral,” can still provide a high ROI for brands. “
Helen Yellenke, Founder, Wallflower Studio
“The fact that educational content is getting the highest levels of engagement no doubt confirms some skepticism, but also shows me that this is a great opportunity for humans to reach out and connect directly with those engagements.
I didn’t expect converting content to get more links than other customer journey stages.
Arguably, this is one of the more difficult stages in the content creation process. From the reader’s perspective, it speaks volumes about the perceived value of the content. “
Debbie Chew, Global SEO Manager, Dialpad
“I’m not surprised to see ‘free tools’ and ‘stats’ get the most links – both are link building strategies I advocate.
Going forward, I think “surveys,” “reports,” “learning,” and “research” will be increasingly important types of content that get links.
When you are able to discover new and interesting data points on topics people are curious about, that information is more likely to be shared and linked.
We’ve seen the Dialpad succeed Video conference report, we analyze how videoconferencing has changed from pre-pandemic to the present. “
