What It Is, How to Calculate It & Why You Should Care


It’s high quality over amount as of late, proper?

While it’s 100% true that you need to all the time be creating the very best high quality content material to your customers and the assorted search engines like google, there may be additionally energy in realizing the place you stand towards your rivals.

It’s good to know the quantity of high quality content material being created on either side.

Think of it this manner, if you’re creating very high-quality content material on a weekly/month-to-month foundation.

A competitor is creating 2x high-quality content material on a weekly/month-to-month foundation.

While one other is creating 5x high-quality content material on a weekly/month-to-month foundation.

Who wins?

Most would say the consumer – which is a sunshine and rainbows reply.

The true reply, although, is the competitor creating 5x high-quality content material.

One of the issues I’ve all the time discovered humorous in regards to the web optimization trade is our capability to mark one thing as utterly evil, and condemning it for all of eternity.

I’m responsible of this, too, however we now have to take a step again and acknowledge that doing issues in giant portions isn’t all the time unhealthy if they’re being performed appropriately.

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What Is Content Velocity?

To put it merely, content material velocity is measuring the quantity of content material a model is placing out throughout an outlined time frame.

If you needed to examine your content material velocity versus your closest competitor inside a given quarter, you’ll be measuring how a lot content material you place out for that quarter versus how a lot content material they put out as properly.

Why You Should Care About It

There are many use instances for measuring and reporting on content material velocity.

It all simply is dependent upon what level you are attempting to make.

Here are those I really feel are most impactful.

1. Making a Case for More Resources

One of one of the best methods to make the most of this information is to make the case to get extra assets to create content material, particularly when you’re behind.

Executives hate dropping to and love beating and staying forward of their rivals.

Looking at aggressive content material velocity and evaluating it to your personal is a good way to show to your executives that you simply want extra assets.

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Regardless of whether or not it’s to catch up and overtake, or to keep forward and proceed to bury them.

2. Determining Your Competitors’ Resources

On the other aspect of constructing the case for extra assets for your corporation, you need to use content material velocity to decide what number of of us are working in your competitor’s content material program as properly.

This provides you a data-driven means to decide what number of of us rivals have on workers.

Whether it’s full-time assets, freelance writers, or a mixture of each, realizing this info permits you to plan your method accordingly.

three. Estimating the Cost of Content

Using this information it’s also possible to estimate how a lot cash is being spent on content material throughout your rivals and the way a lot it’ll probably value you internally.

While it’s an estimation, it provides a clearer image of how a lot value is probably concerned in making the content material program you need to launch a actuality.

The enterprise can get their arms across the program utilizing a data-driven method and make it work inside your funds.

How to Calculate Content Velocity

Calculating content material velocity can vary from fairly easy to very difficult.

In its easiest kind, you are able to do it utilizing a few normal instruments that the majority SEOs have entry to like SEMrush and Screaming Frog.

The first step is to get the weblog/article pages that exist on a web site.

it’s so simple as going into SEMrush, filtering down to these pages utilizing the URL filter operate, and exporting the ultimate record.

Content Velocity: What It Is, How to Calculate It & Why You Should Care

Next, you need to take these URLs and put the record into Screaming Frog and arrange a customized extraction.

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This will pull within the publish date that can permit you to analyze how usually content material is being created for a web site throughout a sure time frame.

The most common kind of extractions for publish date by means of XPath and RegEx are:

  • Metadata.
  • Article schema.
  • Blogposting schema.

While this received’t tackle each web site you possibly can simply examine to see how publish dates are dealt with and arrange the customized extraction from there.

Content Velocity: What It Is, How to Calculate It & Why You Should Care

Once the crawl is run by means of the URLs you’ll then have an inventory that pulls out the publish dates.

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That will permit you to pivot the information and see the quantity of content material that’s being created for a given web site throughout a sure time frame.

Pro Tip: If accessible you must also pull the creator of the article throughout this course of for a separate use case which we are going to get to later on this article.

You can repeat this course of for your entire rivals and get the essential velocity metric to examine who’s successful and dropping.

To go deeper and supply further layers of perception, it’s also possible to take a look at metrics reminiscent of phrase rely.

That not solely permits you to see how lengthy each bit of content material is for a web site on common but additionally estimate the associated fee a competitor is spending on every web page.

And that offers you an concept of how a lot you could have to spend to compete.

For instance, most freelance writers or writing providers cost .25c -.30c per phrase to create a chunk of content material.

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If you’ve a competitor web site that has a mean of 1,000 phrases per web page, you possibly can calculate that it value them anyplace from $250-$300 to create that content material on common.

Then you need to use that quantity to calculate what the entire value could be to create the identical quantity of content material throughout the time interval you’re taking a look at.

Using this information, you possibly can then create a nice-looking slide which you could present the powers-that-be how you might be doing versus your rivals.

And ballpark how a lot it’ll value to compete, due to this fact making the case for funds, assets, and so forth.

The closing product seems to be one thing like this:

Content Velocity: What It Is, How to Calculate It & Why You Should Care

Using the method above we are able to present that in a sure time frame:

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  • The variety of pages created.
  • The variety of pages created per week or per thirty days on common.
  • The common phrase rely.
  • The common value per web page.
  • The whole value over the course of the time frame you’re looking at.

This is a good way to present the place you stand towards your rivals from a content material perspective, but additionally plan out how your content material program wants to form up to beat and compete.

Now if you need to take it a step additional, it’s also possible to look into what the writing and web optimization groups appear like for a similar rivals to get a full image of how they’re structured.

To do that there are a few completely different paths you possibly can take.

As talked about earlier, if you’re ready to pull the authors from the location, you possibly can see what number of completely different of us are writing for it and create a profile on how their staff is structured.

The second path is to manually undergo LinkedIn and seek for of us inside their group which have “content,” “copywriter,” “SEO,” and so forth., of their titles and see what comes up.

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This will permit you to get the latest profile for the staff.

If you’ve an inventory of authors from the customized extraction course of, you possibly can cross-reference them right here to see if there are any discrepancies.

Which offers you additional perception into how their staff is constructed out.

The third – and I’m not saying I condone this, or have performed this earlier than – is to scrape your competitor’s firm LinkedIn profiles and collect the information rapidly for evaluation.

Again, I’m simply saying it’s doable.

After you run that course of you possibly can create a pleasant visible that offers everybody a view of how your competitor’s groups are constructed that would look one thing like this:

Content Velocity: What It Is, How to Calculate It & Why You Should Care

The Takeaway

At the top of the day, not sufficient folks discuss content material velocity usually.

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Everyone simply needs to create a bunch of high quality content material and simply hold doing that.

Very few organizations take the time to not solely look into what kinds of content material their competitors is creating however how a lot over a sure time frame.

Figuring out content material velocity is time-consuming.

But it yields a plethora of beneficial info which you could embrace in many various use instances.

You have to soak up a number of completely different information factors, some could require some severe engineering muscle relying on how deep you need to go.

Figuring out what number of writers a competitor has on workers and the way usually articles are written is essential to measuring/predicting how a lot content material you want to create to compete for the subjects you need to win on.

It isn’t nearly creating nice content material.

It’s about creating the identical quantity of nice content material as your rivals who’re successful to take away market share and keep forward in the long run.

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Image Credits

All screenshots taken by creator, September 2020



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