Recently I’ve noticed a lot of SEO case studies showing up in my inbox.
Like this one and this one.
Spotting these got me thinking: are case studies the most engaging content type for all things SEO?
So, I turned to BuzzSumo’s Content Analyzer (but of course I did!) to do some digging.
I looked at the most engaging and top linked content types over the last 5 years, for SEO headlines.
And it turns out I was right 😌 … well, sort of.
SEO case studies are pretty popular.
In fact, they earn 2x more average engagement than “All content” (Case studies get an average of 153 engagements, while “All content” gets 72)
They’re the second most engaging content type, just behind newsletters which – by the way – see 11x more engagement than “All content” on average 😱 (more on that in a second).
In terms of links, SEO case studies drive 6 on average, which is equal to the average number of links driven by all content types – not quite as impressive but still not bad when you consider that B2B content only drives 2.43 links on average (read more on that in our mega study on the best B2B content types here)
Do you create a marketing newsletter? Here’s a big tip. DON’T let all that content gold ⚱️get buried in your readers’ inboxes.
Repurpose and extend its lifecycle by sharing the archived newsletter on social media.
Mailchimp, Campaign Archive, and Substack are the Top Domains for newsletter social media engagement, according to BuzzSumo’s Content Analysis Report tab.
They allow you to create a unique archive web page for every email you send, and so are more likely to be shared as a result.
But Substack creators are the real winners. This blog-newsletter hybrid drives every one of the top 10 most engaging SEO newsletters over the last five years, including:
Now, I’m sure you’ve heard about the power of stats posts when it comes to driving links. And it makes sense. They’re made to be referenced.
But SEO stat posts drive 36 links on average! For those who don’t know, that is HUGE.
Need I remind you that, usually, B2B content only drives 2.43 links on average. And, if you look at all B2B stats posts (ie. beyond just SEO related stats), you’ll see they usually receive just 7 links on average.
So SEO stats posts are the way to go if your goal is driving links to your content 💪