A new report by tech company Matcha is the latest to find that long-form editorial content is best for driving higher levels of engagement and other key marketing metrics.
The “Content Marketing Benchmark Report” looks specifically as small businesses and the content they distribute across social and other platforms. The study analysed thousands of articles and ads published last year with the aim of uncovering useful insights to help SMEs to optimise campaigns.
“This report is invaluable for small businesses, particularly in e-commerce. For the first time, they have a research-backed roadmap to grow their businesses using content marketing,” Matcha’s CEO Fynn Glover said. “Great content is a critical ingredient for acquiring and keeping customers. Now, SMBs know exactly what to expect in terms of performance.”
Long-form articles were the top performers overall, but the study found that they worked even better when broken up with images, infographics and subheadings. The study found that around six images and between four and five subheadlines are best for keeping readers engaged as they consume content.
Another interesting takeaway is that “listicle” articles are a big hit with readers and often prompt them to complete calls to action by clicking through to another page or scrolling through an entire piece of content. Matcha said that click-through rates (CTR) and engagement rates were both higher, while cost-per-click (CPC) was lower for articles with lists.
Finally, the study also showed that ads on Facebook work best when they feature content as they “drastically outperform” in terms of CTR and CPC compared to the industry average.