InboundWriter, a content performance improvement software provider, has announced the release of a new platform that makes it possible for enterprises and publishers developing rich, text-oriented online content to improve content quality and consistently predict how the content will perform before committing significant time and resources to writing, publishing, and promotion.
As part of an ongoing research effort, InboundWriter found that, on average, Web site content has only a 10 percent to 20 percent chance of success. In a recent 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 one percent of a Web site's content drives more than 50 percent of its Web traffic, meaning that for every 10 articles developed for a Web site, only one or two will actually drive meaningful traffic. In some cases, the numbers were even more dramatic, 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' eighty to ninety percent of the time," Skip Besthoff, CEO of InboundWriter, says.
To change those odds, InboundWriter has revamped its first-generation software to include capabilities aimed at helping editorial professionals predetermine which subjects offer the best chance of success, how to write content in the most effective way, 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," Besthoff says. "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 Web sites make in rich, text-based content, we think there is a better way to drive a consistent and healthy return on those investments."