Actually, it is quite simple: Content Marketing is about proving the claim “We offer you the best” with stories about the brand and the product – without being directly concerned with the latter. Content marketing works on topics that are supposed to captivate the customer because they offer him something that he did not know he was looking for – and ideally at the right moment.
However, the content can be the best in the world, it does not fall the customer’s feet. On the contrary, he often hides so much in the depths of the Internet that nobody realizes that he even exists. A recent efficiency study by the content marketing agency Companions shows that only 94 out of 520 posts appear on the corporate blogs of the DAX 30 companies in the Google Top 20. Is not it that easy?
The question is in the air: how effective can a marketing strategy be that is not found by the customers? Content marketing, which claims to be successful, must also be measured by its findability. But it is not that there are no successful examples: Primus of the efficiency study of Companions with the highest ranking quality and a ranking rate of 90 percent is the corporate blog of Infineon.
The methodology for the study
The study focuses on the blogs in which companies present themselves, their competences, innovations and services – not on the blogs of brands sold under the respective corporate umbrella. First, the currently recorded corporate blogs of the 30 DAX companies were identified (as of November 2018). From the first ten articles published on the respective home page, the top keywords were filtered out and rated according to the following criteria:
- Search volume per month
- Strategic placement in the text
- Keyword density
In the next step, the specific Google ranking of the individual texts in the top 100 was determined on the basis of the keywords used. In addition, the different content formats as well as social shares on Facebook and Twitter were included in the study. Corporate blogs, which are merely download versions of print magazines or whose content was older than January 2017, were not included.
Results: blogs, magazines, social media
Everything was better before? Anyway, it was different. The classic blog with commentary function, which allows interaction with the reader and this calls for provocative or worthy of discussion topics, there is almost no more. In this form, he survived only as a career blog.
Today, blogs look more like online magazines (30.6 percent) or come as a mix of blog and magazine, short blogazine, therefore (32.7 percent). Their aesthetics are clearly based on that of glossy print magazines – elaborate graphics and high-quality photos support this approach.
Although the form has become more visual, the topics are by and large still relevant to the target group.
The most successful content formats in the ranking, in addition to pure online magazines, are the visually rather unspectacular career blogs. 30 percent of magazine content and 25.7 percent of career blog content are among the top 100 Google search results.
It is also noteworthy that more than half of the blogs have no comment function and thus again differ significantly from the classic blog format. Discussions are more likely to take place on social media today.
Low ranking quality
If you look at the SEO quality of each blog post, you notice how much it varies from company to company. Common to all, however, are the following SEO omissions: The keyword density is usually below one percent. Relevant keywords have not been thoroughly researched on almost all blogs. It often feels like the content has been created without even knowing the customer.
The use of the few keywords is also arbitrary. Rarely are they strategically positioned in the text – neither in the headline, nor in the teaser, nor in the subheadings. And while it is becoming more and more important to pay attention to long-tail keywords and keyword clouds when processing the content: almost 90% of blog content is missing.
Content Marketing: How do you actually measure success?
So it’s not surprising that only 94 of the 520 reviewed posts appear in the Google Top 20, the rest remains virtually invisible to users. The few keywords used are still those that are not searched very often. The contents of corporate blogs are barely reached through search engines.
On average, the search volumes of, for example, the keywords used by Deutsche Telekom, RWE, Bayer, Wirecard and Continental are in the lower double-digit range. Lufthansa, BMW and Daimler rely on keywords in the low hundredth range. Only Infineon, EON, Allianz, Volkswagen and Henkel use really relevant keywords with an average search volume of over 1,000 searches per month.
The use of low-volume keywords is independent of content format: another sign that SEO and the reach it brings to DAX companies play little part in their blog content strategy.
This is particularly regrettable, because the topics are told in a good and sophisticated way and are partly written by renowned authors. On average, every fourth article is ranked in Google’s Top 100, but only there. Irrelevant keywords without a long reach significantly reduce the findability of the content.
The most successful blogs in the Google ranking
The most successful corporate blogs in the ranking are Infineon with an average of 90 percent of the blog content, as well as Henkel and BMW with 80 percent each. Deutsche Bank brings it to 60 percent, Daimler 58 percent and Volkswagen at least 53 percent. Your strategy: You use relevant keywords.
The Alliance ranks about an average of 60 percent of their contributions and has an average keyword search volume of about 4,000 searches. SAP comes to a comparable ranking, but the search volume is only 40 search queries. The content marketing of the alliance is therefore much more efficient from the SEO point of view, as it includes a higher keyword reach and thus a greater user relevance. Leading in terms of ranking quality are Infineon and Henkel: The Infineon content has an average search volume of 9,805, Henkel of 2,005.
Content Marketing on Social Media
In the course of the study of the content marketing agency Companions also the social media posts of the enterprises were examined. It turned out that the blog content is shared only to a limited extent in the social networks. The online presences are therefore only loosely interconnected. Instead, companies often prepare the content according to their medium
This strategy is quite smart: more attention is paid to visual content for Facebook, Twitter and Instagram. Compressed word-image combinations, GIFs or
Memes are quick to consume and can entertain topics in a nutshell.
The analysis shows that little meaningful links to the blog are not accepted by the users.
On average, these posts only get 10 likes and are shared around 5 times. The
On average, 400,840 Facebook followers of the DAX 30 companies are at Social
Media-processed content much more responsive.
Above all, the automotive industry understands itself
on good social content. However, over half of the blogs examined (55.1 percent) are
to B2B formats. Because they naturally have a smaller audience than, for example, B2C blogs
for automotive fans, the number of social media reactions is correspondingly lower.
However, B2B and B2C blogs have something in common: the most popular social media platforms,
where users can share the blog content include Facebook (24.5 percent) and Twitter (25.2 percent).
B2B formats also rely on business platforms such as LinkedIn (14.6 percent) and Google+ (13.9 percent). But even Pinterest is becoming increasingly popular and reaches 6.6 percent almost to the business network
Xing with 7.9 percent.
And Pinterest will be even more important as an advertising platform in the future, finally reach here
the posts or better pins monthly 100 million active users. 93 percent of all users use the network
According to Hootsuite for purchasing planning and 87 percent have already made a purchase after being on
Pinterest had discovered a product.
Conclusion: air up
If users want to find the content of corporate blogs of the DAX 30 companies, they must navigate the blogs directly in the browser. The content can not be found through Google search on appropriate topics, because 60.09 percent do not rank in the top 100. You remember: Only 94 out of 520 texts were clearly visible among the first 20 search results – and more than the first two search result pages, the users can not prove to be on.
The reason: Most irrelevant keywords are used with a very low search volume and seemingly arbitrary placed in the text. Nevertheless, social media is usually recorded with specially tailored to these networks content. Only a few blog content is shared unedited.
In this area, the DAX companies work so very efficiently, which at least on the reach of corporate blogs, be it classic career blogs, magazines or blogazines, can not be said. There is still a lot of potential here to reach the respective target groups via concrete search queries and to integrate them optimally in the communication.
Also interesting: # Europa22: Content Marketing from the picture book
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