Chartbeat

2023年7月21日

這幾天新聞文章的半衰期是什麼?應該如何影響你的營銷組合,認為領導下,研究、以及其他網絡平台內容?從Chartbeat新的研究,內容出版商智能平台,揭示了如何定位,流量來源,話題,一篇文章的壽命和其他屬性的影響。CMI的首席戰略顧問羅伯特·羅斯解釋了這些發現對內容的選擇意味著在本周的CMI新聞視頻。看下麵,或繼續閱讀強調:需要多長時間含量達到80%它的生命周期的觀點嗎?Chartbeat看著2700萬篇文章在其網絡,包括主要的媒體,產品和服務公司與媒體,等等。它標誌著壽命的一篇文章所花費的時間達到總頁麵瀏覽量的80%在第一周。大多數新聞文章達到80%在24小時內發布。幾乎所有實行了48小時。Chartbeat解釋說,這並不意味著文章不會吸引視圖在接下來的幾天,但是它演示了第一天是多麼的重要。 More interesting (but not surprising) are the effects of traffic sources. Those driven by returning traffic (front-page articles) reached 80% within 20 hours. Articles with views driven by social media traffic reached that number after 26 hours, and search-driven pieces stretched to 36 hours. And that makes sense. Breaking news hits the front page of a media publication and usually gets consumed quickly. Search-driven articles take time to be indexed and found. Chartbeat also looked at elements such as topic and time of day to see if an appreciable difference existed. Spoiler alert: They didn’t. What do Chartbeat’s findings about an article’s lifespan mean for content practitioners? Robert says the first takeaway is recognizing this research is all about news-related content. It doesn’t matter if your brand positions the articles as news. If your audience perceives it that way, the content will have an extraordinarily short shelf life. Take this weekly news package, for example. CMI covers the news – topical ideas – and presents them in a relatively “breaking” article and video. You could say the content is evergreen because we don’t intend to limit the takeaways to the week. But CMI’s weekly news feature sees a curve in engagement and traffic similar to what Chartbeat researchers found. Almost all of the traffic comes in the first 24 hours. “It’s intentionally designed that way. It creates an impression that we’re keeping up with the trends and builds trust over time,” Robert explains. Why is it all that important? The phenomenon has been known for years. People devalue older content in all formats, particularly thought leadership incorporating research. That thinking prompted removing the dates around content to prolong its lifespan. Robert wrote this about evergreen content last year: “A timeless piece of content doesn’t automatically mean the content will stand the test of time. And content that stands the test of time isn’t necessarily timeless.” That’s great bumper sticker advice (though it would need to be stacked on two decks and stretch across the bumper). What’s the takeaway? You should consciously decide whether you want to publish news and research with a date (we’re in that camp for all research) and/or publish classic, evergreen content meant to stand that test of time. The decision isn’t just about where to put the content on your site. It involves how you create that content. Robert offers some help. His article on deciding between timeless or evergreen content includes a section on the six attributes timeless pieces share. The bottom line: You need a mix of news-driven content that spurs immediate attention and clicks and evergreen content that keeps the audience coming back for more. How do you mix it up? Dating? No date? What’s the lifespan of your news? Share your thoughts in the comments. HANDPICKED RELATED CONTENT: