It’s been a little over a year since Buzzsumo’s Steve Rayson dropped a bombshell on content marketers. After his company analyzed over one million blog posts, it was Steve’s sad duty to inform us that:
- 75% of posts received zero domain links
- 50% of posts received 8 shares or less
- 75% of posts received 39 shares or less
In other words, that beautiful content we spent so much time crafting? Half of it didn’t attract enough people to fill a baseball roster. Three quarters of it didn’t attract enough people to fill a school bus.
It’s hard to feel good about numbers like that. But you don’t have to feel hopeless and you don’t have to take it lying down. Your audience is out there, waiting for great content to rise above the swelling tides of mediocrity.