InboundWriter Announces Content Analytics Software that Predicts Online Content Performance
Content Marketing World -- InboundWriter, the leader in content performance improvement, today announced the latest release of its industry-leading software platform. This new release makes it possible for enterprises and publishers developing rich, text-oriented online content (such as articles, blogs, product descriptions, etc.) to measurably improve content quality, and consistently predict how content will perform prior to investing significant time and resources into writing, publishing and promotion. InboundWriter's early adopter customer case-studies have shown a multi-fold improvement in website traffic and related metrics.
As part of an ongoing research effort, InboundWriter found that, on average, website content has a 10-20 percent chance of being successful. This is true across a range of sites spanning industries, sizes and types. To change these odds, InboundWriter developed capabilities to help editorial professionals understand, before the content is even composed, which subjects offer the best possibility for success, how to write content in a way that maximizes performance, and how to track results to improve performance in an objective manner.
"Regardless of whether your content reads well or is developed with search engine optimization best practices in mind, the end result has no bearing on how that content will actually drive traffic," said Skip Besthoff, CEO of InboundWriter. "The reality is that there are certain factors, some of which are outside of the content itself, that heavily influence performance. As our research shows, developing content without understanding these factors amounts to pure guesswork. Given the significant and increasing investment that websites make in rich, text-based content, we think there is a better way to drive a consistent and healthy return on those investments."
In its latest research initiative, InboundWriter evaluated dozens of companies with significant investments in online content. In one particular study, the InboundWriter team examined traffic patterns (measured via organic page views in the past year) for more than 110,000 pages and 32,000,000 page views over a 10 site sample. The research showed that, on average, only 20 percent of a company's web pages drive 90 percent of its web traffic, and only half of a percent of a website's content drives more than 50 percent of its web traffic. These traffic patterns were consistent across all sites in the study. This means that for every 10 articles developed for a website, only one or two will actually drive meaningful traffic. In some cases, the numbers were even more extreme, with 20 percent of the content driving 98 percent of a company's web traffic.
"Our research proves that in content marketing and online publishing, the subjective, 'hit or miss' approach is a 'miss' 80 to 90 percent of the time," added Besthoff.
InboundWriter also confirmed a statistically significant relationship between the traffic that a piece of content generates and its InboundWriter content quality score, thereby validating that InboundWriter's technology can be used as an indicator for predicting content's performance on the web.
Building on its award-winning, first-generation software platform that automates the process of applying best practices to content creation, the latest InboundWriter platform evaluates critical new factors that enable it to forecast content success. Specifically, InboundWriter software takes into account the site where a user will publish content in addition to who the user's competitors are for that piece of content. Once InboundWriter understands the topic a user plans to write about, it scours the web to find hundreds, sometimes thousands, of competitive content pieces on the same subject. This provides a rich reservoir of intelligence, which when combined with the software's analytics data, yields disruptive insights as to how a piece of content published on a particular site will perform.
"We have been so impressed with the capabilities of InboundWriter's content performance platform, that we have made the decision to process all our content, blogs and articles, across our 70+ brands using InboundWriter," said Lior Zitzman, director of SEO at Source Interlink Media, publisher of Motor Trend magazine and early adopter of the InboundWriter platform. "We are integrating the platform into our internal systems, and are now rolling it out company-wide."
Initially launched in beta to bloggers in mid-2011, the InboundWriter application has quickly evolved to be a favorite content marketing resource and has attracted a large and growing customer base of leading enterprises, publishers and agencies. In addition to its unique capabilities for topic selection, real-time content coaching and scoring, and predictive performance measurement, InboundWriter also offers standard integration capabilities into almost any content management system. Every enterprise plan includes unlimited users, training and customer support. For smaller organizations and individuals, Freemium and Professional versions of the application are also available.
With the new platform release, InboundWriter is offering enterprise prospects a site content audit when evaluating the software. To inquire, please email sales(at)inboundwriter(dot)com. For more information, please visit http://www.inboundwriter.com.