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Scoopit Cool Content Curation Report

Martin W. Smith December 28, 2012

Scoop.it Content Curation Report

Scoop.it’s analytics are excellent though manual (unless I missed the export to Excel option, which is very possible). After a little over a year of Scooping content, I wanted to answer three questions:

What type of content generated the most views?

What keyword triggers formed the most successful headlines?

What is the value of cherished Internet marketing notions?
* The move to a more visual web as expressed in a sea of infographics.
* Have we reached a point of diminishing returns on infographics?
*  Is storytelling as hot as it seems?
* What about Social, Local and Mobile: Are they as hot as they seem?

How I Created the Report

I only worked with data from Curation Revolution.  I moved views by Scoop information from Scoop.it’s analytics into a spreadsheet for the top 50 Scoops. What is a “Scoop”? A Scoop is curated content from any source that I’ve placed in one of my 12 digital revolutions.

Scoop.it provides a good spider tool. You list keywords, and Scoop.it’s spider tool searches the social web bringing back thousands of pieces of related content. When I first started, I used Scoop.it’s spider to find content that felt special enough to warrant a Scoop. Now I use the spider only about 10% of the time, preferring to tap trusted sources for my Internet marketing Scoops.

The ultimate top of the funnel test for the Scoop.it Cool Content Curation Report is views. What content generates the most return for the time it took to curate? The Scoop.it Cool Content Curation Report is a step closer to the heaven of having top of funnel traffic generation tied to bottom of funnel conversion data.

Topline Results

Total Scoops: 1,351 generating Total Views: 15,785, with an average of 43 views per Scoop.

Top 50 Scoops Total Views: 5,002 with an average of 100 views per scoop or 132% above overall average.
Top 50 Scoops accounted for 32% of total views.
Top 10 Scoops accounted for 12% of total views.

Questions
In order to answer my content curation questions, I tagged each of the top 50 posts with Content Type and 3 Keywords extracted from the headline:

Scoopit Content Curation Report Tagging Example

Question #1: What Type of Content Generated the Most Views?
Inevitably, no matter how you tag, there are stragglers. So I smoothed the data a tad by moving the stragglers into one of ten categories: Social Media Marketing (SMM), Tools (tools such as Scoop.it used for content marketing), InfoGra (Infographics), Search Engine Optimization (SEO), Contests, HOT (trending content), Blog Posts, Story and Storytelling, Curation and Mobile.

The top 3 types of “view catching” content: Social Media Marketing, Tools and Infographics don’t surprise. Any seasoned content marketer or curator knows that as the web becomes more visual, infographics and visualization increase in importance. Not all infographics are the same, but that discussion is too rich to review now.

Tools are not a surprise, since every Internet marketer reaches for tools to do more with less. Scoop.it was one of the 5 Magical Do More with Less Tools I wrote about several months ago.

Social Media Marketing is not a surprise either, since any Internet marketer worth their salt is trying to figure out how to work with social marketing to win customer hearts and minds.

Sccopit Cool Content Curation Report.

Question #2: What Type of Keywords Formed The Most Successful Headlines?

Scoopit Content Curation Report

Despite the negative sentiment of the top headline: “Is Google Becoming Irrelevant?”, the majority of views were associated with positive headlines that addressed core Internet marketing themes. TRUST, CREATIVITY and POSITIVE or fun ideas such as our Content Curation Contest or How Entropy Is Creating Web 3.0 Right Under Our Noses on my ScentTrail Marketing blog.

Humor and cultural references played important roles:

Remove ‘em Feeds Bad Links to Hungry Penguins and Pandas.
Geniuses, Geeks and Quants Know the Most Powerful BI Tool, Do You?
Startups: People Not Things Sell.

There were also straightforward winners:

Curation Contest Vote Now.
Return on Clicks, Content Curation Tools for Brands.

And Brands played an important trust creation role:

Forrester’s Midyear BI Report
Jack Dorsey’s Square.com Wants to Wallet the World
How Social Search and Social Shopping Are Transforming Retail.

HOT topics helped:

Twitter Header Contest (introduced as the new Twitter header went into effect).
Why Content Curation Is a Must (content curation has been hot for the last two years if you look at Google Trends).
Pinterest 80% of Pins Are Repins, So Pinterest Is More Viral Than Twitter (Pinterest was beyond hot when this scoop generated 74 views.

The data confirms David Meerman Scott’s News-Jacking idea. Surf the wave of news and cultural zeitgeist present rather than trying to create your own wave. If a brand, theme or idea is hot, using it in a curated headline increases views.

Here are quick answers to the other questions posed at the beginning:
* Have we reached a point of diminishing returns on infographics? NO, but some infographics are better than others.

*  Is storytelling as hot as it seems?
YES, post Google’s Panda algorithm change with their renewed emphasis on website heuristics storytelling as a form of engagement that improves heuristic measures such as time on site, return visitors and pages viewed will continue to be HOT.

* What about Social, Local and Mobile? Are they as hot as they seem?
YES is the overwhelming answer despite the Curation Revolution’s data not being very deep in this area. The Mobile Revolution’s analytics will be a better place to look for confirmation.

Hope this report helps content marketers understand how to curate and create great content. This report follows a great Scoop.it report by my friend Brian Yanish. Brian explains how content marketing = traffic = money.

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