Managing expectations across content types

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In my last post for Moz, I explained how to set realistic digital PR expectations for your content 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 malta business email list 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.


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. There were some individual data source category averages that were on par with the sample average, while other categories deviated greatly from the sample average. Publicly available data For almost any niche out there, you can bet there is a publicly available data set available for use.