We Analyzed HubSpot’s 39 Most-Shared Post in 2017. Here’s What We Detected.

First and foremost, I need to give credit where credit is due.

The idea for this post spawned from Steve Raysonas incredibly interesting and well-researched post, “We Analyzed 100 Million Headlines. Hereas What We Learned.”

Yes — I even borrowed the headline structure.

But if you havenat read Steveas post, I indicate doing so immediately. It offers excellent insights and data points on not only headlines and their significance, but also, on content marketing and social media in general.

In addition to all the valuable and actionable information about headlines, I was struck by how much we can learn from analyzing chunks of data like this. Couple this new fervor for writing a data-backed piece with our goal of get published under the HubSpot Marketing Blog, and here we are: analyzing the 39 most-shared HubSpot Blog posts over the last year, and sharing what we found.

Couple that new enthusiasm for writing a data-backed piece with our goal of getting published under the HubSpot Marketing Blog, and here “weve been”. Over the past year, my team at WSI analyzed HubSpot’s 39 most-shared blog posts — and now, I’m sharing what we found.

What We Learned From the HubSpot Blog’s Most-Shared Posts in 2017

Marketing Reigns Supreme

As many customers of HubSpot content know, the company separates its blog into three main categories: marketing, marketings, and customer success.

Itas likely no surprise, but of HubSpotas 39 most-shared posts of the last year, 38 of them come from within the marketing category. A single post from the sales blog induced it onto the list, coming in as the 13 th-most-shared HubSpot blog post in the last 12 months.

The folks at HubSpot likely already know this about their blog. Readers and potential clients, in turn, learn that at HubSpot’s core is the concept of inbound marketing — and the Marketing Blog serves as a go-to resource for this type of information.

The takeaway here for businesses, bureaux, and marketers is to become acutely aware of which content your audience is most interested in reading. Which type of content and topics does this audience be participating in and share the most? If you donat know, find out. Then, generate more of that goodness.

Numbers, and Years, and Words … Oh, My

If you thought I was going to connection and talk about Raysonas excellent post on headlines — and not discuss headlines — you were way off.

Source : Tenor

At WSI, we analyzed a much smaller dataset than Rayson did, but still got some fascinating results — specifically, around certain attributes.


Those attributes include numbers, years, and total terms — as evidenced by the above section header. Of the 39 posts in question, merely under half contained a number in the headline. Seventeen posts had nine words or fewer in the headline, and 11 used a year.

The longtail: It lives.

Perhaps more tell, however, is the fact that only seven posts had none of these characteristics. Hereas the breakdown 😛 TAGEND


As you can see from the chart above, out of the 39 most-shared HubSpot blog posts of the year, very few contained no year or number, and had more than nine terms in their headline. Fourteen posts included at least one of the headline attributes — a number, a year, or fewer than nine terms in their respective headlines. And, 18 out of the 39 most shared blog post headlines blend at least two of these three headline attributes.

Want to see similar outcomes? Consider crafting post headlines with numbers, years and fewer than nine words. Have a look at the title of this blog — you might notice that we included two out of the three.

The Infographic Lives

Perhaps you’ve heard rumors that infographics are dead. Whether itas because theyave been overdone or have just lost their sheen, we’ve personally noticed that people seem to love talking about the downfall of the infographic.

But based on our analysis of HubSpotas 39 most-shared posts of the year, I guess the rumors of the infographicas demise are greatly exaggerated.

Hereas my proof: 13 of the top 39 most-shared HubSpot posts — simply over 33% — included infographics. I donat know about you, but to me, it sounds like readers still like to digest facts and data via infographic format … and share them, too.

Specifically, if you have plans to include guest blogs on your site, try to target those who are offering infographics, as many of the ones published on HubSpot blogs are from third parties.

In the End …

I hope you take away at the least two things after reading this post.

1) Actionable Insights

After investigating HubSpotas most-shared blog posts, we were able to determine some common elements that you can leveraging within your blogging strategy, to help make a difference in shares and participation. Hopefully, the process of reviewing HubSpotas 39 most-shared posts of the year has shown you what works well on an industry-leading blog, and how you can find out whatas working on your blog, too. And, seeing as blog.hubspot.com has 4.5 million monthly views, we’d like to think this outlet results by example.

2) Inspiration

Second, I hope you feel motivated to create a similar analysis, and a blog post based on the results. When creating this post, we saw how much can be learned from some research and graphs.

Using BuzzSumo, for example — which we’ve used on the WSI blog before — to gather the social share and engagement data, and Canva to stimulate the following chart, you, too, can share some actionable best practices with your fellow marketers.

Make no mistake: I’m not saying itas easy to set a post like this together. But, itas not as daunting as it might seem.

If there are any other patterns or trends youave noticed that can make a blog post more engage, feel free reach out to WSI on Twitter or Facebook — wead love to hear about it.

Read more: blog.hubspot.com

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