Something that we care about a lot at Uberflip is content experience. Creating great content is important, but in the end, if the experience is not great for visitors, they are not going to stick around and convert. A great content experience allows visitors to discover the right content, keeps them engaged with additional resources, and ultimately converts them with a tailored offer.
But how great is the experience when browsing content these days? To answer this question, we visited 100 sites and analyzed their blog or resource center to get a feel of their content marketing experience. What is important to mention is that our analysis did not take into account the quality of the content or the look of the website. It is strictly a checklist of ingredients that improve the experience for visitors and help increase engagement and conversions (see the full checklist at the end of this blog post).
We pulled Alexa’s top 100 sites for the Computer > Software > Marketing category at the end of June. The ranking in Alexa’s categories are for specific pages or subdirectories, not necessarily for an entire site. In short, sites are ordered by their popularity in the listing, not by their overall traffic.
Maybe it’s not a surprise, but 53% of the top websites either did not provide any content or were not able to get even a single point from our scoring system. What companies struggled with most was recommending further resources to their readers and creating fresh content. Only 17% of the blogs recommended relevant content for visitors to consume next, and just 19% had a frequent posting schedule. In the end, only 15 sites passed the test with a mark of at least 8 out of 10. Maybe this is why a lot of companies hide their blogs in the footer links!
Here are the websites who scored at least 8/10 (in order of popularity in Alexa):
Now, without further ado, here is the complete list and the relative scores:
We browsed websites looking for a blog, resource center or any type of content hub. If the site did not include one, it was automatically given a score of 0. Otherwise, we went through the following checklist that covers experience, design, and engagement:
1. Content covered more than one buyer stage
We made sure the content appealed to different stages of the buyer’s journey. We were looking for thought leadership as well as product-related pieces published throughout the blog or resource center. In order to convert visitors into customers, a blog needs to raise awareness but also needs to position the product for visitors who are at a later stage in the buying process.
2. Content published on a regular basis
We set the bar for publishing content at once a week on average. It may seem high, but in order to succeed in content marketing, frequency and consistency are essential.
3. Images within written content
The content needed to include either header images or images within the content itself across the entire blog. Images are important because they boost engagement and help you distribute your content on social media.
4. Visual content formats
The content mix included, at least, one visual format, for example, slide shows, videos, infographics, or charts. Since the brain processes visuals 60,000x faster than text, it’s important to include visual formats to effectively connect with your audience.
5. Organized content
The content was categorized by type or format, at least, or topic of interest at best. A disorganized content experience makes it difficult for visitors to find the category of content that interests them and they may leave your site before they even read a single article.
6. Content searchability
Search was enabled in the resource center or blog. Sitewide search was excluded unless you could filter for content only. This allows visitors to easily find what they are looking for and hopefully engage with a piece of content that truly resonates with them.
7. Mobile optimization
You could browse content through a responsive or mobile site. Audiences are more mobile now — consuming content on smartphones and tablets, as well as desktop computers — so it is important for content to scale responsively in order to accommodate this.
8. Path to consume more content
Visitors are provided with clear direction to consume more content or related resources. Having a clear path to more content encourages visitors to go beyond one piece of content and stay within the content experience.
9. Relevant call-to-actions
There was a call-to-action positioned within, after, or by the content. Static links to sign up in the footer or header were excluded. The CTA needed to be contextual, or at least relevant to the piece of content.
10. Social sharing enabled
The blog or resource center included social sharing buttons or an invitation to share the content with a broader audience. Some companies had great content but no intuitive way for visitors to share it with others. This is a necessary element for driving engagement and reaching new audiences with each piece of content that you create.
What do you think of the results? What other categories should we analyze next? Is your site on the list? How does your blog compare? Let us know in the comments!
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About the Contributor
As a Content Marketing Specialist at Uberflip, Braveen helps communicate the value of creating immersive and engaging content experiences for both authors and audiences alike.Follow on Google Plus Follow on Twitter
About the Designer
Native of France, Quentin Zancanaro gained valuable experience in many graphic design areas and offers a versatile skill-set. As a Graphic Designer at Uberflip, Quentin focuses to provide creative and innovative assets to promote the Uberflip brand and communicate our message.Follow on Google Plus Follow on Twitter
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