Analysis of 912 million blog posts. Which texts are most effective?

Analysis of 912 million blog posts. Which texts are most effective?

Statistical studies indicate that 70% of consumers are suspicious of companies that publish exclusively advertising materials. Users are primarily interested in interesting and useful content. Today, the systematic creation and distribution of such materials belongs to a separate area in promotion – content marketing.

It is important to understand that content marketing is not just writing an interesting article or, for example, shooting an exciting video, but a kind of technology aimed at: attracting the target audience and its hidden motivation to perform the desired action.

When identifying the main components of successful content marketing, they usually focus on the usefulness of materials, considering it the main criterion for effectiveness. And hardly it is unlikely that anyone will argue with this. However, an important feature of good texts, videos, infographics, and other ways of communicating information is also their technical characteristics. If we talk about the text, then these include, for example, the length of articles, the format of headings, backlinks to articles, and so on. pr.

It is about the technical characteristics of effective texts that we want to talk in this article, based on a large study devoted to the analysis of 912 million articles, which was conducted by the Backlinko team.

In this article, you will learn which content gets more links and social signals, as well as get recommendations for text length, title format, and content.

Texts of what length get more links

The study found that longer texts get more links. Specifically, content that exceeds 3,000 words gets 77.2% more backlinks than texts shorter than 1,000 words.

Long articles work better. Search algorithms probably prefer long content because it solves the user's problems better and contains more useful information. Or just among the large volume there is a useful one information, and small texts miss in their relevance to queries.

However, in social networks, the picture is different. There, the most popular texts have a maximum length of 2000 words. However, very short materials are less effective.

In Facebook, Twitter, Reddit, and Pinterest most often repost texts between 1,000 and 2,000 words.

Getting backlinks has become more complicated

Backlinks are an important ranking signal for Google, but they are hard to get. In 2015, Moz conducted a study, which revealed that 75% of posts have no links, and in 2019, a similar one was published. the analysis showed a value of 94%.

Most of the content has no backlinks. only 6% of the content items in the sample contained at least one external link.

So why is it more difficult to get backlinks? Perhaps it's because the total number of content units has increased significantly. So, by according to WordPress, between 2016 and 2018, the number of published posts on The platform increased by 47% to 87 million.

That is, in 2 years, users began to publish 27 million more posts per month.

Which materials have more reposts

There is a very small percentage of viral content among social media reposts. Social signals are not evenly distributed between posts. Only 1.3% of the percent who are called "strong" received 75% of all activities.

By at the same time, half of the 1.3% have an even more disproportionate distribution of social signals. About half of all activity comes from just 0.1% of popular posts.

For example, an article about consumers buying clothes for a photo on Instagram, and then returning them shopping in the store has gained about 80 thousand reposts on Facebook. Thus, this material received more reposts than the other 20 most popular ecommerce posts combined.

Link between backlinks and reposts

It would seem that the practice of publishing content in social networks, which is popular among SEO specialists, should increase the number of backlinks. However, in reality, there is no statistical relationship between social activity and backlinks.

People repost publications and leave links to them in their materials, based on various reasons. It is important to create content for specific purposes. Exciting topics, collections, and lists are more likely to go viral, and research, infographics, and other forms that are more related to visual content are more likely to get backlinks.

Which titles have more reposts

Longer titles get more reposts.  It is curious that the length of the header and the number of reposts are linear. The number of characters in the title also has a positive relationship with the number of placements of material on other pages. users.

But, working 5 years ago, clickbait in long headlines is now more likely to scare away, so when using luring names, you need to be extremely careful neat.

Explaining the popularity of long headlines, give 2 versions:

  • The more information in the title, the more likely it is to attract a potential reader.
  • It is easier to insert key queries that users use to find content in long headings.

Also an interesting fact about headlines is that interrogative headlines are more popular than affirmative titles. Headlines with a question mark receive 23% more social signals.

Question headings add some depth to the content. intrigue, and users have a desire to dispel it. However, it is not necessary to publish all your articles with titles under the question mark, the subject matter is obviously always the dominant factor affecting clickability in this case.

Good days for publishing

Research data they indicate that the most suitable days for publication cannot be selected, i.e. they simply do not exist. The number of reposts on all days is approximately the same.

Weekends are slightly in the lead in terms of user activity, but the difference between Sunday and other days does not exceed 1.5%.

However, please note that you should test the best time to post based on your industry and audience. And the sample of the study in question included materials from different fields. For example, the authors of the study found that their own publications they get the most response on Tuesday morning. Therefore, your publications may have the best time to publish, but it is best to determine it based on your own practice.

Popular formats

The greatest interest among readers, judging by the number of reposts, is caused by lists and posts with a question "why". The post list generates 200% more reposts than the entire infographic, and 218% more than training articles in the "how to" format.

It is important to understand what to avoid certain formats should not be, there's always a chance to get into a statistical exception. Infographics and instructions are often found among viral content, but in General, other formats often receive more reposts.

Which content formats have more links?

Posts with the question "why", as well as recommendation articles and infographics, have an average of 25% more backlinks compared to the previous year. in other formats.

Interestingly, the content that is shared more often and the content that is linked to has a different format. Lists have the most reposts, but they don't have many backlinks. The opposite picture is observed in the case of infographics, which gets a lot of backlinks, but few reposts.

However, there is no solid relationship between reposts and links.

Generating links and reposts in B2B and B2C content

Average number of segments relative to each other reposts for B2C publications from the sample are 9.7 times higher than for B2B content. Obviously, this is not surprising, because B2C has a much wider segment and the number of topics relevant to this segment is disproportionately greater. But B2B content, including marketing materials, is of relatively small interest the audience.

However, the distribution in both segments is similar in terms of the number of links.  3% of B2B content has links from more than one site, compared to 2.2% in B2C.

In both segments, there is a small percentage of viral posts from their total number. In B2C, 1.3% of articles account for 75% of social signals, and in B2B, the same percentage is found in 2% of publications.

The distribution of links and social signals within segments is similar.

Executive summary

So, now theses about all the conclusions from the study:

  1. Long articles have 77.2% more links compared to short articles.
  2. In social networks, the most popular content is from 1000 to 2000 words.
  3. Content gets the minimum number of links from social networks.
  4. 1.3% of articles are attracted by 75% percent of all likes and reposts.
  5. There is no strict correlation between social signals and backlinks.
  6. Long headlines attract more interest from users. Texts with titles of 14-17 words receive 76% more likes and reposts than texts with short titles.
  7. Materials from question headlines bring 23.3% more social signals than titles in a different format.
  8. The best days of the week for publications should be identified separately for each industry. A sample from different industries shows that reposts are distributed evenly on different days.
  9. In social networks more often repost content that contains lists. And most of the backlinks come from recommendations and infographics.
  10. The number of reposts for B2C publications from the sample is 9.7 times higher than for B2B content. Links and reposts within the B2B and B2C segments are distributed approximately equally.


How nice it would be in terms of content, your text was not written, and no matter how accurately it corresponds to all the characteristics of popular materials, there is never a guarantee that your article will be read by thousands of people. Moreover, there is no guarantee that a significant part of them will perform the actions that you expect. It is not enough to write useful materials and to publish them on your blog, you still need to be able to distribute and promote them.

Content marketing is more effective when it is used in conjunction with other promotion tools, such as SEO optimization or other advertising tools. contextual advertising. And the most effective in practice is demonstrated by comprehensive promotion strategiesthat include the entire set of modern digital marketing tools and are created individually for your business. Our Agency ADVIANA provides services such as for complex promotion, as well as for individual areas of Internet marketing.  We will help you promote your business based on the long-term accumulated experience of our and global specialists, as we are always in the trend of relevant research.