This week, we're going to learn about that data. Orbit Media studied the common characteristics of marketing blog designs. AT&T experts have turned frequently sought-after spelling advice into engaging content. And the Strength of Purpose Index highlights the changing understanding of purpose-driven businesses.
Devil in design details
It doesn't matter how beautifully crafted and engaging your content is if your audience can't easily access, view, or share it.
Obit Media recently conducted a mini – research on user experience on marketing blogs, which revealed some interesting commonalities. The resulting blog post, How to Design a Blog: 13 Top 100 Best Practices + Blog Marketing discover the percentage of blogs that use certain features, such as pop-ups, author photos, dates, comments, etc.
Here are some interesting findings about share buttons:
- 36% of the top marketing blogs put their share buttons at the top of the page
- 35% put them on the side
- 33% put them at the end of the article
As Orbit's Andy Crestodina noted in a blog post discussing the study, “there is no correlation between reading and sharing. “So it makes sense that you should have easy access to social sharing buttons as soon as possible.
Andy's advice: Put share buttons at the top and add them to the edge and bottom – as long as it doesn't clutter the design.
One thing surprised him: The most common feature on these blogs was “relevant articles.” The Orbit Media blog doesn't offer that feature, but they're reconsidering that decision now.
WHY IS PROBLEM: Content creators and strategists invest considerable time in defining what theme and the format that best suits our audience. Unfortunately, less time (if any) is spent analyzing user experience on content pages. While Orbit's research identifies the most common features, it's a good reminder to investigate UX Your title is as important as the title.
. @crestodina researched the #UX of 100+ blog marketing numbers – and found a common missing feature on his own website. Does your blog have it? @CMIContent #WeeklyWrap Click to post a Tweet
How do you spell… teen corn?
AT&T experts looked at a year's worth of Google data to create an interactive map called Most common misspellings of each State Words .
To create the map, the AT&T Experts team looked at data from “spelling” questions searched on Google from March 24, 2020, through March 24, 2021.
The data revealed that searchers in 12 states searched for the correct spelling of a word more than any other word. The most common misspelling used in searches for this word is “teenage corn”. Can you guess the word? (Go to the end of the article to see if you guessed correctly.)
The word “favorite” comes in second (because misspellings are the most searched for word in the seven states). “Coronavirus,” “which,” and “each” round up the first year.
WHY IS IT IMPORTANT: Let's focus on the positives – these searchers are interested in learning the correct spelling of words. But the project itself is a great example of content marketing. AT&T experts transformed Google's data to tell a story that captured the audience's attention and made them want to share.
Young Master Ngo, anyone? . @ ATT experts have turned people's searches for spelling help into #content that can't be looked away. via @CMIContent. #WeeklyWrap Click to Tweet
Find purpose in upheaval
Purpose Strength Stat measures how consumers think and feel about a brand's mission in society (in other words, its higher-level reason for existence other than making a profit). The data comes from a survey of more than 6,500 respondents about 200 - plus brands.
Half of the top according to purpose brand in 2021 new report for index. And they are bigger companies. Eight of the top 10 intent brands in this year's study had sales of $10 billion or more, while the top 10 in the Index included only one company of that size.
The 2019 index includes a variety of purposeful, founder-driven brands. Although some brands like Seventh Generation and TOMS made 2021 topping the top 10, newcomers include major pharmaceutical companies like Pfizer, AbbVie and GlaxoSmithKline, bolder brands like SpaceX and Tesla, and hygiene brands like while Clorox and 3M masks.
WHY IS THE PROBLEM: The Purpose Capacity Index is a good barometer for the change in the meaning of “brand intent” occurring during the pandemic. When people need your product or service, they'll think more about why your brand exists than making a profit.
You don't need a pandemic to test this. Even a short-term spike in interest is a great time to strengthen connection with your audience.
Create a plan to complement your content marketing strategy now, so you can react quickly when new opportunities arise. What numbers need to go high to lead to a change in your content marketing strategy? Who is on the team that evaluates the activation of the plan in real time? What are your deployment options? Plan now so you prepare for the future.
Move marks created with purpose. Major pharma participated in the Strength of Purpose Index, an impressive part of #ContentMarketing from @Frogism & @RepTrak through @CMIContent. #WeeklyWrap Click to Tweet
Quarantine is the answer to the most searched spelling question.
Cover photo by Joseph Kalinowski / Content Marketing Institute
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