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How to Choose the Most Link-Worthy Data Source for Your Content

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Fractl has produced thousands of content marketing campaigns across every topic, and for the past seven years, we’ve been keeping track of each and every campaign in order to refine and improve the content we produce on behalf of our clients.

In my last post for Moz, I explained how to set realistic digital PR expectations for your content[1] based on your niche. In this topic, I want to dive a little bit deeper into the data and share insights about how the source of your content can be just as important in determining how your content will perform.

In this analysis, I looked at 1,474 client content campaigns across six different data source categories:

  • Client data
  • Social media
  • Participatory methods
  • Publicly available data
  • Survey
  • Germ swab

It’s important to note that there are countless other data sources that we use for content campaigns every day at Fractl that are not mentioned in this article. In this analysis, each category has at least 20 campaigns, while some categories have several hundred campaigns.

It’s also important to note that averages were collected by excluding upper outliers. For campaigns that went “viral” and performed well above the norm, we excluded them in the calculation so as not to skew the averages higher.

In addition to sharing link and press averages, I will also be walking through how to produce pressworthy, sharable content from each data source and providing examples.

Managing expectations across content types

Across the entire sample of 1,474 campaigns, a project on average received 24 dofollow links and 89 press mentions in total.

A press mention is defined as any time the content campaign was mentioned on a publisher’s website.

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There were some individual data source category averages that were on

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