ClearVoice Data Study Content Trends

 : EBOOK
DATA STUDY: CONTENT TRENDS

ACROSS 14 INDUSTRIES
»» Which types of content get shared the most
»» Where and when people are sharing it
»» Who the most shared writers are
DATA STUDY: CONTENT TRENDS ACROSS 14 INDUSTRIES 1

What's Inside
Introduction.................................................................................. 03
About This Study .......................................................................... 04
Business ........................................................................................ 05
Finance .......................................................................................... 06
Tech ............................................................................................... 07
Home & Garden ........................................................................... 08
Real Estate ..................................................................................... 09
Parenting ....................................................................................... 10
Career ............................................................................................ 11
Education & Nonprofit ................................................................ 12
Beauty, Health & Wellness ......................................................... 13
Travel ............................................................................................. 14
Style & Fashion ............................................................................. 15
Design ............................................................................................ 16
Arts & Entertainment ................................................................... 17
Food, Drink & Hospitality ............................................................ 18
Overall Industry Comparison ............................... ...................... 19
Conclusion ..................................................................................... 22

Introduction
Most marketers are at least familiar with the mind-blowing stats regarding the
current data explosion. With a staggering 2+ million blog posts published every
day across the globe, to say that competition for audiences is fierce is somewhat
of an understatement.
It’s the truth, though. Competition is fierce.
The marketers who succeed will be the ones who know what types of content
perform best, when and where social engagement peaks, and who the
most influential content contributors are in their industry. Armed with this
information, they can create content that gets read, shared, and as a result,
brings in new leads.
ClearVoice is the content marketing software and services company that

developed Content Studio, a comprehensive search index of the most popular
content, publishers and influencers across the web. As of this writing, the
index contains over 140 million posts and more than 432,000 author profiles
from over 267,000 publishers. The index is updated in real time as ClearVoice
discovers new content — currently about 150,000 new posts a day.
ClearVoice data scientists used Content Studio to get a deep understanding of

what content is being published where, how it performs on social networks,
and who the top influencers are across 14 industries. We analyzed post and
social data from 2016, representing approximately 640,000 posts spanning 142
publishers in 14 different industries.
In this report, you’ll learn the following trends for 14 industries:

»» Which types of posts (how-to’s, listicles, video, articles,
infographics, and the many combinations thereof)
get shared the most
»» The best day of the week to post

»» The best social channel to engage with
»» The top five influencers in each industry
To learn the latest publishing trends and insights that will help you create
high-caliber content that people share, keep reading.

About This Study
The industries we looked at are:
Business Finance Tech Home Real Estate Parenting Career

& Garden
Education Beauty, Health Travel Style & Design Arts & Food, Drink
& Nonprofit & Wellness Fashion Entertainment & Hospitality
Data Set Analysis Findings

»» URL »» Social performance by platform
»» Author »» Social performance by day of week
»» Metadata »» Social performance by author
»» Title of post »» Content types (e.g., article, listicle, video,
»» Word count in post infographic, how-to)
»» Social shares on Facebook, Google+,

LinkedIn and Pinterest
Content Analyzed
To collect this data, we subscribed to the feeds of top publishers and indexed new content as it was published.
We used proprietary algorithms to detect and extract the article body, title and authorship information from the
article page as well as any linked author pages.
In analyzing these 640,000 posts, we discovered a significant variance in the types of content. For example, there
were articles, videos, infographics and many combinations thereof. To accurately identify and track content in
our analysis, we created and applied the following content type definitions:
Content Type Definitions
Article|any post between 250-1,000 words Infographic| the word “infographic” is in the title
Long Form Article|any post with or near an image
more than 1,000 words How To| the words “how to” are in the title
Video|includes an embedded video from Listicle| the post title starts with a number
YouTube, Vimeo, Wistia, etc. (no percentages) or has “the top X” in the title

Business
We Analyzed 115,321 Posts
Focusing on publications that provide news, insight and advice on selling goods or services to consumers, we
analyzed posts in the past year from leaders in Business:
»» VentureBeat »» Entrepreneur »» Fast Company

»» Business Insider »» Harvard Business Review »» Forbes
Resonance in Social Media

We looked at Facebook, Google+, LinkedIn and Pinterest to see where and when posts in Business get shared
the most. LinkedIn was the clear winner for social channel, and Fridays had the most social shares for channels
overall. The two most shared content types were infographic-listicle combos and long-form how-to articles.
Business 35.7% 1.6% 1.6% 60.8%
Business
Top Performing Social Shares by Day of the Week 17.1%
1.5k
14.4%
14%
13.8%
13.5%
13.4% 13.4%
1k
Top 5 Influential Contributors

We pulled the top five influencers using the ClearVoice Content Studio, a comprehensive search index that
returns the most shared content and most popular influencers across the web. Based on share counts, the most
influential content contributors in Business are:
John Rampton Geoffrey James John Brandon John Boitnott Anita Campbell
1.9M 1.5M 710.4K 624.8K 353.2K

Finance
Focusing on publications that provide news, insight and advice regarding money management and investments,
we analyzed posts in the past year from leaders in Finance:
»» Financial Times »» Market Watch »» Bloomberg

»» CNN Money »» Fortune

We looked at Facebook, Google+, LinkedIn and Pinterest to see where and when posts in Finance get shared the
most. Facebook was the clear winner for social channel. We found no drastic difference in performance on any
particular day, although Sunday performed best by a small margin. The two most shared content types were
articles with an infographic and how-to listicle articles.
56.7% 1.2% 0.6% 41.2%

Finance
Finance
Top Performing Social Shares by Day of the Week
17.1%
800 14.3%
13.6%
14.2% 14.2%
13.3%
12.8%

influential content contributors in Finance are:
Terri Williams Kathleen Elkins Catherine Alford Bob Lotich Roger Wohlner
16.7M 2.1M 258.1K 186.7K 13.5K

Tech
Focusing on publications that provide news, insight and advice on computer and information technology, we
analyzed posts in the past year from leaders in Tech:
»» Wired »» Mashable »» Gizmodo

»» TechCrunch »» Lifehacker

We looked at Facebook, Google+, LinkedIn and Pinterest to see where and when posts in Tech get shared the
most. Facebook was the clear winner for social channel. Mondays performed best, while Sundays had the least
engagement. The two most shared content types were how-to articles with infographics and listicles with
infographics.
63.6% 2.7% 5.3% 28.2%

tech
Tech
15.3%
1.5k 15% 15%
14.2%
13.9%
13.5%
12.7%
1k

influential content contributors in Tech are:
Alex Hern Taylor Soper Christina Warren Sophie Curtis Mona Lalwani
1M 984K 950.1K 580.7K 136.4K

Home & Garden
Focusing on publications that provide news, insight and advice on home improvement, decorating, entertaining,
and gardening, we analyzed posts in the past year from leaders in Home & Garden:
»» Real Simple »» Better Homes and Gardens »» Architectural Digest

»» Good Housekeeping »» Martha Stewart Living

We looked at Facebook, Google+, LinkedIn and Pinterest to see where and when posts in Home & Garden get
shared the most. Pinterest dominated as the primary social channel, with dramatic spikes in engagement on
Tuesdays and Sundays. The two most shared content types were long-form listicle articles and regular long-
form articles.
13% 0.1% 85.9% 0.7%

home & garden
Home & Garden

23.9%
8k 21.5%
16.2%
13%
4.5k 9.6% 9.1%
6.4%
1k

influential content contributors in Home & Garden are:
Kalyn Denny Ann Drake Melissa J. Will Carrie Higgins Tara Dillard
8.4M 3.8M 1.7M 904.4K 21.2K

Real Estate
Focusing on publications that provide news, insight and advice on buying, selling or renting homes, commercial
properties or land, we analyzed posts in the past year from leaders in Real Estate:
»» The Real Deal »» Brick Underground »» Realtor Magazine

»» Realty Times »» Curbed.com »» Zillow

We looked at Facebook, Google+, LinkedIn and Pinterest to see where and when posts in Home & Garden get
shared the most. Pinterest dominated as the primary social channel, with dramatic spikes in engagement on
Tuesdays and Sundays. The two most shared content types were listicle articles with video and infographic-
listicle combos.
52.6% 4.2% 15.8% 27%

real estate
Real Estate
18.5%
16.3%
500 15.2%
13.6% 14.2%
15.3%
6.5%
250

influential content contributors in Real Estate are:
Lloyd Alter Lolly Spindler Emily Badger Feargus O’Sullivan Matt Hickman
1.7M 852.2K 564.1K 527.7K 482.1K

Parenting
Focusing on publications that provide news, insight and advice on raising children, we analyzed posts in the past
year from leaders in Parenting:
»» Working Mother »» Positive Parenting Solutions »» Cup of Jo

»» Thrifty Nifty Mommy »» Babble »» Mom Junction

We looked at Facebook, Google+, LinkedIn and Pinterest to see where and when posts in Parenting get shared
the most. Pinterest received the most engagement, with Facebook not far behind. Sunday received the most
engagement, and Monday the least by a substantial margin. The two most shared content types were articles
with infographics and listicles.
41.1% 0.5% 57.8% 0.3%

Parenting
Parenting
15.1%
4k
12.3%
11.7% 11.5%
11.1%
9.9%
8.4%
2.5k
1k

influential content contributors in Parenting are:
Mike Spohr Cathy James Jean Van’t Hul Lisa Horten Ariadne Brill
18.7M 2.5M 1.5M 1.3M 506.1K

Career
Focusing on publications that provide news, insight and advice on jobs and job hunting, we analyzed posts in the
past year from leaders in Career:
»» Indeed »» Business Know How »» 80,000 Hours

»» Monster »» The Ladders »» Simply Hired

We looked at Facebook, Google+, LinkedIn and Pinterest to see where and when posts in Parenting get shared
the most. Facebook was the clear winner for social channel. Mondays received the most engagement, with
engagement gradually declining each following day in the week. The two most shared content types were long-
form listicles and long-form articles.
72.9% 2% 1.6% 22.5%

Carrer
Career
1500 17.3%
15.6%
15.3%
14.6%
13.5%
11.5% 11.9%
750

influential content contributors in Career are:
Jacquelyn Smith J.T. O’Donnell Heather Huhman Ariella Coombs Don Goodman
2.9M 532.32K 206.1K 89.3K 74.1K

Education & Nonprofit
Focusing on publications that provide news, insight and advice to schools and organizations dedicated to a
particular cause, we analyzed posts in the past year from leaders in Education & Nonprofit:
»» Open Culture »» Knight Foundation »» Nonprofit Quarterly

»» TED »» Edudemic »» The Nonprofit Times

We looked at Facebook, Google+, LinkedIn and Pinterest to see where and when posts in Education & Nonprofit
get shared the most. Facebook dominated as the leading social channel. Weekend days received much higher
engagement than weekdays. The two most shared content types were listicle articles with infographics and
long-form how-to articles with video.
78.1% 1.1% 9.9% 10.6%

education
Education & Nonprofit

23.8%
20.5%
2k
13.4%
10.9% 11.6%
9.7% 9.8%
1k

influential content contributors in Education & Nonprofit are:
Diane Ravitch Tyler Kingkade Angela Watson Claire Axelrad Aine Creedon
2.3M 1.8M 1.2M 26K 22K

Beauty, Health & Wellness
Focusing on publications that provide news, insight and advice on looking and feeling good, we analyzed posts in
the past year from leaders in Beauty, Health & Wellness:
»» Self »» Alive »» Wellness Mama

»» Health »» Living Pretty Naturally »» The Organic Beauty Blog

We looked at Facebook, Google+, LinkedIn and Pinterest to see where and when posts in Beauty, Health &
Wellness get shared the most. Pinterest was the clear winner for social channel, with weekend days receiving
significantly higher engagement than weekdays. The two most shared content types were long-form how-to
articles and long-form how-to articles with videos.
22.9% 0.2% 76.3% 0.1%

bty helth well
Beauty, Health & Wellness

Top Performing Social Shares by Day of the Week 19.5%
19.2%
7k
13.6%
12.4%
12% 12%
11%
4k
1k

influential content contributors in Beauty, Health & Wellness are:
Joseph Mercola Kevin Pho Leta Shy Nicole Perry Cyndi Spivey
22.5M 6.8M 6.7M 3.1M 2.9M

Travel
Focusing on publications that provide news, insight and advice on seeing the world, we analyzed posts in the past
year from leaders in Travel:
»» Travel & Leisure »» Outside »» Kayak

»» National Geographic »» Expedia »» Along Dusty Roads

We looked at Facebook, Google+, LinkedIn and Pinterest to see where and when posts in Travel get shared the
most. Facebook dominated as the leading social channel. Social engagement was roughly the same regardless of
the day of week. The two most shared content types were long-form articles and listicles.
84.5% 4.1% 4.7% 6.5%

travel
Travel
15.4% 15.7%
3k
14% 14.1%
13.8% 13.8%
12.9%
2k
1k

influential content contributors in Travel are:
Caroline (Caz) Sean Keener Christopher Elliott Sheila Beal Dennis Schaal
Makepeace 367.4K 340.7K 280.5K 126.5K
1.5M

Style & Fashion
Focusing on publications that provide news, insight and advice on style, shopping and fashion, we analyzed posts
in the past year from leaders in Style & Fashion:
»» Fashionista »» Vogue »» Fashion Toast

»» Hellogiggles »» The Blonde Salad »» Glam Meets Glam

We looked at Facebook, Google+, LinkedIn and Pinterest to see where and when posts in Style & Fashion get
shared the most. Facebook and Pinterest shared about a 60/40 split respectively in social shares. There was no
drastic difference in social engagement for any given day of the week. The two most shared content types were
articles with infographics and long-form listicle articles.
60.8% .28% 37.4% 1.4%

retail
Style & Fashion

1.5k 16.5%
15% 15%
14.3%
13.1% 13.2%
12.5%
750
1k

influential content contributors in Style & Fashion are:
Ashley Lutz Sarah Halzack Anna Marum Janet Cho Krystina

849.2K 485.9K 330K 282.6K Gustafson
137.9K

Design
Focusing on publications that provide news, insight and advice on graphic or architectural design, we analyzed
posts in the past year from leaders in Design:
»» Canva Design School »» The Design Blog »» Graphic Design USA

»» Design Love Fest »» Wallpaper »» Fresh Home
»» Design Milk
We looked at Facebook, Google+, LinkedIn and Pinterest to see where and when posts in Design get shared the
most. Pinterest dominated as the leading social channel. Tuesdays led with engagement, with Saturday lagging
behind all other days. The two most shared content types were listicles with infographics and long-form
articles with infographics.
17% 1.2% 75.3% 6.3%

design
Design
2.5k 17.5%
15.5% 15.5%
13.6% 13.5%
12.9%
11.1%

influential content contributors in Design are:
Melina Divani Daniel Nelson Caroline John Brownlee Mark Wilson

4.9M 4.4M Willamson 2M 1.8M
4.4M

Arts & Entertainment
Focusing on publications that provide news, insight and advice on the arts, celebrities and pop culture, we
analyzed posts in the past year from leaders in Arts & Entertainment:
»» BuzzFeed »» Entertainment Weekly

»» People »» Variety

We looked at Facebook, Google+, LinkedIn and Pinterest to see where and when posts in Arts & Entertainment
get shared the most. Facebook was the clear winner for social channel, but Pinterest still had a substantial share
of the pie. Saturdays, and weekends in general, led in engagement. The two most shared content types were
how-to listicles and listicles.
61.5% 1.8% 35.8% 0.6%

art entertainment
Arts & Entertainment

20.3%
5.5k 17.2%
13.6%
12.4% 12.4% 12.2%
11.7%
1k

influential content contributors in Arts & Entertainment are:
Rachel McRady Benjamin J. Jaimie Etkin Ryan Kristobak Natalie Morin

9.6M Brown, Jr 2.6M 1.4M 1.4M
4M

Food, Drink & Hospitality
Focusing on publications that provide news, insight and advice to those who run restaurants and hotels and
those interested in cooking, we analyzed posts in the past year from leaders in Food, Drink & Hospitality:
»» The Wannabe Chef »» Serious Eats »» Damn Delicious

»» Food and Beverage Magazine »» Pioneer Woman »» Minimalist Baker
»» Smitten Kitchen
We looked at Facebook, Google+, LinkedIn and Pinterest to see where and when posts in Food, Drink &
Hospitality get shared the most. Pinterest clearly dominated as the top social channel. Sunday also dominated
as the top day for sharing, accounting for nearly half of all engagement.The two most shared content types were
how-to articles and listicle articles.
9.1% .12% 89.9% .04%

food
Food, Drink & Hospitality

48.8%
50k
27.5k
14.4%
11% 11.4% 11.9%
7.3% 7.8%
5k

influential content contributors in Food, Drink & Hospitality are:
Lindsay Ostrom Christine Byrne Emily Heward Sarah Whitten Todd A. Price
18.8M 16M 1M 882.5K 637.6K

Overall Industry
Comparison

Overall Industry Comparison
Which days receive the most social shares in your industry?
Average social shares per day for the top 20% engaging articles by industry:
Mon Tues Wed Thurs Fri Sat Sun
Business 14.4% 13.8% 13.5% 13.4% 17.1% 14% 13.4%
Finance 14.3% 13.6% 13.3% 14.2% 12.8% 14.2% 17.1%
Tech 15.3% 13.9% 14.2% 15% 15% 13.5% 12.7%
Home &
Garden 9.6% 23.9% 9.1% 6.4% 16.2% 13% 21.5%
Real
Estate 18.5% 15.2% 13.6% 14.2% 15.3% 6.5% 16.3%
Parenting 8.4% 11.1% 9.9% 12.3% 11.7% 11.5% 15.1%
Career 17.3% 15.3% 15.6% 14.6% 13.5% 11.5% 11.9%
10.9% 9.7% 11.6% 13.4% 9.8% 20.5% 23.8%

Education
& Nonprofit
Beauty,
Health &
Wellness
11% 12% 12.4% 13.6% 12% 19.2% 19.5%
Travel
14% 15.4% 14.1% 13.8% 15.7% 12.9% 13.8%
Style &
Fashion 13.1% 15% 13.2% 16.5% 15% 12.5% 14.3%
Design 15.5% 17.5% 15.5% 12.9% 13.6% 11.1% 13.5%
Arts &
Entertainment 12.4% 13.6% 12.4% 11.7% 12.2% 20.3% 17.2%
Food,Drink
& Hospitality
11% 7.3% 11.4% 7.8% 14.4% 11.9% 48.8%

Which social channel does your audience prefer?
Primary social channel for engagement by industry:
Education
Business & Nonprofit
Finance Beauty, Health

& Wellness
Tech Travel
Home & Style &

Garden Fashion
Real Estate Design
Arts &
Parenting
Entertainment
Career Food, Drink &

Hospitality

Which type of content gets the most social shares in your industry?
Primary type of content or content combination by industry:
Business Infographic-Listicle Combination

Finance Article With Infographic
Tech Long-Form Listicle Article
Home & Garden Long-Form Listicle Article

Real Estate Listical Article With Video
Parenting Article With Infographic
Career Long-Form Listical Article

Education & Nonprofit Listicle Article With Infographic
Beauty, Health & Wellness Long-Form How-To Article

Travel Long-Form Article
Style & Fashion Article With Infographic

Design Infographic-Listicle Combination
Arts & Entertainment How-To Listicle
Food,Drink & Hospitality How-To Article
Conclusion
It’s mind-boggling how much content is published each day. In such a climate, marketers who want to
create content that actually gets seen and shared need to know what their audiences want, who they
listen to and where they spend their time.
Use the data in this study to:

»» Create the type of content your audience engages with the most
»» Post on the most popular days for your industry
»» Focus on the social channels where your audience is engaged
»» Reach out to or follow the top influencers in your niche
Knowing how your industry behaves gives you a clear advantage when creating your content marketing
strategy.

ClearVoice makes software that streamlines
content creation and management.
Plan, hire, manage & distribute, all from one place.
Learn More

ClearVoice Data Study Content Trends

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 : EBOOK

DATA STUDY: CONTENT TRENDS

DATA STUDY: CONTENT TRENDS ACROSS 14 INDUSTRIES 1

DATA STUDY: CONTENT TRENDS ACROSS 14 INDUSTRIES 2

It’s the truth, though. Competition is fierce.

ClearVoice is the content marketing software and services company that

ClearVoice data scientists used Content Studio to get a deep understanding of

In this report, you’ll learn the following trends for 14 industries:

»» The best day of the week to post

DATA STUDY: CONTENT TRENDS ACROSS 14 INDUSTRIES 3

Business Finance Tech Home Real Estate Parenting Career

Data Set Analysis Findings

»» Social shares on Facebook, Google+,

Content Type Definitions

DATA STUDY: CONTENT TRENDS ACROSS 14 INDUSTRIES 4

»» VentureBeat »» Entrepreneur »» Fast Company

Resonance in Social Media

Business 35.7% 1.6% 1.6% 60.8%

Top 5 Influential Contributors

DATA STUDY: CONTENT TRENDS ACROSS 14 INDUSTRIES 5

»» Financial Times »» Market Watch »» Bloomberg

Resonance in Social Media

56.7% 1.2% 0.6% 41.2%

Top 5 Influential Contributors

DATA STUDY: CONTENT TRENDS ACROSS 14 INDUSTRIES 6

»» Wired »» Mashable »» Gizmodo

Resonance in Social Media

63.6% 2.7% 5.3% 28.2%

Top 5 Influential Contributors

DATA STUDY: CONTENT TRENDS ACROSS 14 INDUSTRIES 7

»» Real Simple »» Better Homes and Gardens »» Architectural Digest

Resonance in Social Media

13% 0.1% 85.9% 0.7%

Home & Garden

4.5k 9.6% 9.1%

Top 5 Influential Contributors

DATA STUDY: CONTENT TRENDS ACROSS 14 INDUSTRIES 8

»» The Real Deal »» Brick Underground »» Realtor Magazine

Resonance in Social Media

52.6% 4.2% 15.8% 27%

Top 5 Influential Contributors

DATA STUDY: CONTENT TRENDS ACROSS 14 INDUSTRIES 9

»» Working Mother »» Positive Parenting Solutions »» Cup of Jo

Resonance in Social Media

41.1% 0.5% 57.8% 0.3%

Top 5 Influential Contributors

DATA STUDY: CONTENT TRENDS ACROSS 14 INDUSTRIES 10

»» Indeed »» Business Know How »» 80,000 Hours

Resonance in Social Media

72.9% 2% 1.6% 22.5%

Top 5 Influential Contributors

DATA STUDY: CONTENT TRENDS ACROSS 14 INDUSTRIES 11

»» Open Culture »» Knight Foundation »» Nonprofit Quarterly

Resonance in Social Media

78.1% 1.1% 9.9% 10.6%

Education & Nonprofit

Top 5 Influential Contributors

DATA STUDY: CONTENT TRENDS ACROSS 14 INDUSTRIES 12

»» Self »» Alive »» Wellness Mama

Resonance in Social Media

22.9% 0.2% 76.3% 0.1%

Beauty, Health & Wellness

Top 5 Influential Contributors