The report was based on an analysis conducted in April and May 2018 of 8 billion pageviews for 1 million articles on thousands of sites. The researchers used natural language processing to classify the content into 23 topic categories.
Some 75% of all external traffic to the content examined came from Google and Facebook.
Overall referral traffic has shifted somewhat from Facebook to Google over the past year, likely because of algorithm changes made by the social network.
Google was the primary external traffic driver to most of the content topics examined: 14 of the 23 categories analyzed received more than 40% of their external traffic from Google search.
Topics that include reviews (such as Technology and Computing) and how-tos (such as Home and Garden) tend to receive a higher share of traffic from Google:
Facebook tends to be a bigger traffic driver than Google to lifestyle content, the analysis found.
The Family and Parenting category receives the most external traffic from Facebook (70%).
Among other external traffic drivers, Pinterest has the biggest impact in the Home and Garden category and Twitter has the biggest impact in the News category:
About the research: The report was based on an analysis conducted in April and May 2018 of 8 billion pageviews for 1 million articles on thousands of sites. The researchers used natural language processing to classify the content into 23 topic categories.
You may like these other MarketingProfs articles related to Content:
- How Being Strategic About Content Development Can Boost Results and Save Time and Money: Ahava Leibtag on Marketing Smarts [Podcast]
- Five Serious Content Marketing Mistakes You Need to Avoid
- Your First New Content Marketing Tool for 2023 Should Be Your Sales Team
- Marketing at the Speed of Thought: AI Use Cases for Four Content Types
- How to Create a B2B Marketing Podcast in 2023—And Why You Should
- A Go-To Guide to Creating Ridiculously Good Content: Ann Handley on Marketing Smarts [Podcast]