We perform a content audit on 22 top blogs. How are they using video, slides, audio, lists, infographics and documents? 17 out of 22 blogs used video (78%) 8 out of 22 blogs used audio (37%) 10 out of 22 Blogs used slides (46%) 22 out of 22 Blogs used lists (100%) 20 out of 22 Blogs used graphics (91%) 1 out of 22 Blogs used docs (5%) Lots more valuable insights can be drawn from this simple analysis. Want to have an analysis done on your blog? Read the slides for more information. What can you learn from these top blogs: bufferapp.com, business2community.com, businessesgrow.com, clickz.com, contentmarketinginstitute.com, convinceandconvert.com, copyblogger.com, ducttapemarketing.com, heidicohen.com, hubspot.com, jeffbullas.com, kissmetrics.com mackcollier.com, marketingprofs.com, maximizesocialbusiness.com, problogger.net, searchengineland.com, smartinsights.com, socialmediaexaminer.com, socialmediatoday.com spinsucks.com, thesocialmediahat.com Original post: http://blog.list.ly/2013/07/22/what-can-a-content-audit-of-22-top-blogs-teach-you/

1. TRUMPS
CONTENT
IS
THIS
YOU
Tuesday, 30 July, 13

2. WE KNOW
CONTENT
IS KING
Tuesday, 30 July, 13

3. BUT WHOSE
CONTENT
TRUMPS ALL?
Tuesday, 30 July, 13

4. Copyright Boomylabs 2011-2013
Last Week: Social Vs Content
We segmented
networks (Social
vs Content)
We highlighted
six types of
content network
http://
www.slideshare.
net/nickkellet/
what-makes-
content-social-
socialetworksvsc
ontentnetworks
Tuesday, 30 July, 13

5. Copyright Boomylabs 2011-2013
This Week: We Audit 550 Posts
We analyze the
shareable content on
22 top blogs
http://bufferapp.com
http://business2community.com
http://businessesgrow.com
http://clickz.com
http://
contentmarketinginstitute.com
http://convinceandconvert.com
http://copyblogger.com
http://ducttapemarketing.com
http://heidicohen.com
http://hubspot.com
http://jeffbullas.com
http://kissmetrics.com
http://mackcollier.com
http://marketingprofs.com
http://
maximizesocialbusiness.com
http://problogger.net
http://searchengineland.com
http://smartinsights.com
http://socialmediaexaminer.com
http://socialmediatoday.com
http://spinsucks.com
http://thesocialmediahat.com
Tuesday, 30 July, 13

6. STARK
LESSONS
Tuesday, 30 July, 13

7. Copyright Boomylabs 2011-2013
Video, Audio, Slides, Lists, Graphics & Docs
17 out of 22 blogs used video (78%)
8 out of 22 blogs used audio (37%)
10 out of 22 Blogs used slides (46%)
22 out of 22 Blogs used lists (100%)
20 out of 22 Blogs used graphics (91%)
1 out of 22 Blogs used docs (5%)
Tuesday, 30 July, 13

8. LET’S
EXPLORE
Tuesday, 30 July, 13

9. Copyright Boomylabs 2011-2013
Let’s Explore One Blog
%age of posts
including video
%age of posts
including audio
tagged Listly
lists linking to
25 posts
%age of posts
including docs
%age of posts
including graphics
%age of posts
including lists
%age of posts
including slides
Tuesday, 30 July, 13

10. Copyright Boomylabs 2011-2013
Methodology
Analyse the last 25 blog posts for 22 top blogs (we made a lists of each)
We manually tag 550 posts
We tag each post on the list based on it containing video, audio, slides,
lists, graphic and documents
Double counting is intentional - ie some posts can include a slides, videos,
lists etc
The total count for each media type was multiplied by 4 to give a %age.
The %ages are not additive across media
Videos, slides, audio and documents are easy to
categorize (no explanation required)
Graphics include infographic and memes or just
analysis or metric (generally not just screenshots
of photos)
Lists include any form of content that is broken
out as a number or unnumbered list. Generally this
was list of three items or more. It did not require
the list to be mentioned in the blog post title.
Tuesday, 30 July, 13

11. Copyright Boomylabs 2011-2013
Each List = Tag Cloud
After importing the
25 urls to a listly
list and viewing
each post...
We tag each post
for the embedded
media
Explore the tag
cloud here:
http://list.ly/list/
6Cu
Tuesday, 30 July, 13

12. Copyright Boomylabs 2011-2013
Let’s Explore Jay’s Blog
Jay is pretty much making use
of all types of media
He has a solid mix made up of
weekly content e.g. podcasts
etc
i.e. his content has a formula
How would your blog match
up?
What’s your content strategy?
Explore Jay’s posts we analyzed
http://list.ly/list/6Dx
Tuesday, 30 July, 13

13. HOT or
NOT
Tuesday, 30 July, 13

14. Copyright Boomylabs 2011-2013
We Learn by Comparing
Eg Heidi Cohen vs
Jay Baer.
Stark comparisons
What do they mean?
What can we learn?
Vs
Tuesday, 30 July, 13

15. WANT
TO BE
KING?
Tuesday, 30 July, 13

16. Copyright Boomylabs 2011-2013
Want Your Blog Analyzed for FREE?
“Like” this slidedeck on
slideshare AND leave a
comment with your blog
URL and we’ll make a
card for you by analyzing
your last 25 blog posts
Tell us where to find a
photo too
What will you learn?
You too could be king!
IS
THIS
YOU
Tuesday, 30 July, 13

17. WHO IS
KING?
Tuesday, 30 July, 13

18. Copyright Boomylabs 2011-2013
Leaderboard: Top List Users
1st
http://heidicohen.com
2nd
http://jeffbullas.com
3rd
http://copyblogger.com
http://
contentmarketinginstitute.com
Tuesday, 30 July, 13

19. Copyright Boomylabs 2011-2013
Leaderboard: Top Video Users
1st
http://socialmediaexaminer.com
2nd
http://convinceandconvert.com
3rd
http://jeffbullas.com
http://kissmetrics.com
http://hubspot.com
http://marketingprofs.com
http://clickz.com
Tuesday, 30 July, 13

20. 22 TOP
BLOGS
Tuesday, 30 July, 13

21. Copyright Boomylabs 2011-2013
http://jeffbullas.com
Jeff Bullas
Blog Posts
http://list.ly/
list/6Cu
Tuesday, 30 July, 13

22. Copyright Boomylabs 2011-2013
http://kissmetrics.com
Kiss Metrics
Hiten Shah &
Neil Patel
Blog Posts
http://list.ly/
list/6Bf
Tuesday, 30 July, 13

23. Copyright Boomylabs 2011-2013
http://mackcollier.com
Mack Collier
Blog Posts
http://list.ly/
list/6Be
Tuesday, 30 July, 13

24. Copyright Boomylabs 2011-2013
http://copyblogger.com
Copy Blogger
Brian Clark
Blog Posts
http://list.ly/
list/6Cv
Tuesday, 30 July, 13

25. Copyright Boomylabs 2011-2013
http://hubspot.com
Hubspot
Brian Halligan
& Dharmesh
Shah
Blog Posts
http://list.ly/
list/6Bm
Tuesday, 30 July, 13

26. Copyright Boomylabs 2011-2013
http://businessesgrow.com
Businessgrow
Mark
Schaefer
Blog Posts
http://list.ly/
list/6Bo
Tuesday, 30 July, 13

27. Copyright Boomylabs 2011-2013
http://maximizesocialbusiness.com
Maximise
Social
Business
Neal Schaffer
Blog Posts
http://list.ly/
list/6Bn
Tuesday, 30 July, 13

28. Copyright Boomylabs 2011-2013
http://convinceandconvert.com
Convince &
Convert
Jay Baer
Blog Posts
http://list.ly/
list/6Dx
Tuesday, 30 July, 13

29. Copyright Boomylabs 2011-2013
http://heidicohen.com
Heidi Cohen
Blog Posts
http://list.ly/
list/6Dy
Tuesday, 30 July, 13

30. Copyright Boomylabs 2011-2013
http://ducttapemarketing.com
Ducttape
Marketing
John Jantsch
Blog Posts
http://list.ly/
list/6Dz
Tuesday, 30 July, 13

31. Copyright Boomylabs 2011-2013
http://contentmarketinginstitute.com
Content
Marketing
Institute
Joe Pulizzi
Blog Posts
http://list.ly/
list/6E0
Tuesday, 30 July, 13

32. Copyright Boomylabs 2011-2013
http://socialmediaexaminer.com
Social Media
Examiner
Michael
Stelzner
Blog Posts
http://list.ly/
list/6E1
Tuesday, 30 July, 13

33. Copyright Boomylabs 2011-2013
http://problogger.net
Pro Blogger
Darren
Prowse
Blog Posts
http://list.ly/
list/6Cr
http://socialmediaexaminer.com
Tuesday, 30 July, 13

34. Copyright Boomylabs 2011-2013
http://spinsucks.com
Spin Sucks
Gini Dietrich
Blog Posts
http://list.ly/
list/6Cs
http://socialmediaexaminer.com
Tuesday, 30 July, 13

35. Copyright Boomylabs 2011-2013
http://thesocialmediahat.com
Social Media
Hat
Mike Allton
Blog Posts
http://list.ly/
list/6D0
http://socialmediaexaminer.com
Tuesday, 30 July, 13

36. Copyright Boomylabs 2011-2013
http://business2community.com
Business 2
Community
Brian Rice /
Dan Criel
Blog Posts
http://list.ly/
list/6Cx
http://socialmediaexaminer.com
Tuesday, 30 July, 13

37. Copyright Boomylabs 2011-2013
http://socialmediatoday.com
Social Media
Today
Robin Carey
Blog Posts
http://list.ly/
list/6D2
http://socialmediaexaminer.com
Tuesday, 30 July, 13

38. Copyright Boomylabs 2011-2013
http://marketingprofs.com
Marketing
Profs
Ann Handley
Blog Posts
http://list.ly/
list/6E2
http://socialmediaexaminer.com
Tuesday, 30 July, 13

39. Copyright Boomylabs 2011-2013
http://clickz.com
ClickZ
Blog Posts
http://list.ly/
list/6EV
http://socialmediaexaminer.com
Tuesday, 30 July, 13

40. Copyright Boomylabs 2011-2013
http://searchengineland.com
Search
Engine Land
Danny
Sullivan
Blog Posts
http://list.ly/
list/6EU
http://socialmediaexaminer.com
Tuesday, 30 July, 13

41. Copyright Boomylabs 2011-2013
http://bufferapp.com
Buffer App
Leo Widrich
& Joel
Gascoigne
Blog Posts
http://list.ly/
list/6D3
http://socialmediaexaminer.com
Tuesday, 30 July, 13

42. Copyright Boomylabs 2011-2013
http://smartinsights.com
Smart
Insights
Dr Dave
Chaffey, Dan
Bosomworth
& Stu Miller
Blog Posts
http://list.ly/
list/6D9
http://socialmediaexaminer.com
Tuesday, 30 July, 13

43. R U an ANGEL
OR a UX GOD
OR a RAILS
ROCKSTAR?
Tuesday, 30 July, 13

44. Copyright Boomylabs 2011-2013
We’re Hiring & Raising
We’re on AngelList
https://angel.co/listly
We’re hiring
https://angel.co/listly/jobs
We’re raising a seed round
https://angel.co/listly/fundraising
Follow us, Add Yourself as a Customer
Tuesday, 30 July, 13

45. RECAPS,
LINKS &
CALLS TO
ACTION
Tuesday, 30 July, 13

46. Copyright Boomylabs 2011-2013
Incase You Missed the Infographic
See the next slide
Or check out
http://www.scribd.com/doc/153984518/
Shareable-Content-Content-Networks
http://visual.ly/shareable-content-content-
networks
http://youtu.be/R8ZsBpJslzY
Tuesday, 30 July, 13

47. Copyright Boomylabs 2011-2013
Tuesday, 30 July, 13

48. HOW ARE
YOU
MANAGING
YOUR LISTS?
Tuesday, 30 July, 13

49. Copyright Boomylabs 2011-2013
Check Out Listly
A collection of reviews:
http://list.ly/list/2SC
Lists you could make:
http://list.ly/list/1Hr
Tuesday, 30 July, 13

50. THE
ENDNick Kellet
nick@list.ly @nickkellet
Original Post: http://blog.list.ly/2013/07/22/what-can-a-
content-audit-of-22-top-blogs-teach-you/
Tuesday, 30 July, 13

51. NeXt iN SeRiEs:
hTtP://wWw.sLiDeShArE.nEt/
nIcKkElLeT/tOp-cOnTeNt-vS-
vIdEo-aUdIo-vS-sLiDeS-vS-
lIsTs-vS-gRaPhIcS
Tuesday, 30 July, 13