“One of our articles on Instagram Analytics tools was pretty successful. There are several aims we have with this kind of content beyond just having it shared and read as much as possible. One goal is to involve important influencers and contributors. This has the effect of both increasing the likelihood of the article being shared more widely and of starting or developing relationships with key industry figures who we can work with again in the future. Another goal is to choose a topic that is relatively niche but one that is useful for readers and relevant to what we do. This can take some time to find but with this article we seemed to hit the nail on the head. Finally, these articles are also useful for SEO purposes as if we can find an interesting and useful topic they have a good chance of being ranked highly and driving traffic long after the initial promotion period. To measure success, we generally look at a variety of different metrics including tweet impressions, engagements, Facebook shares, LinkedIn impressions, as well as of course the amount of traffic generated to the site. We also use the Talkwalker platform to see how the article impacted our share of voice and sentiment over the month as these are key indicators of our brand health. The article was shared widely on a variety of social networks and was also syndicated to websites like Business 2 Community which helped to further expand its reach. The up and coming nature of the topic also led to it being mentioned in other articles like this piece in smallbiztrends.com which was also widely shared. This article was then mentioned in other articles creating a kind of positive, snowball effect. It also helped us to develop relationships with certain influencers who we have called on in subsequent content we have produced. All this helped to make the article well ranked in terms of SEO and we continue to receive traffic from this article even though it was published several months ago. The article produced over 250 shares on Twitter and the article is now ranked at #7 when searching for Instagram Analytics tools on Google. It also generated 6 backlinks from other sites which has not only helped to make the article higher ranked in Google it also helped to drive over 500 sessions to the blog over the first few days and made us continue writing these articles which are currently are most successful form of driving web traffic to our blog. On the back of this blog’s success we’ve managed to involve over 20 key influencers in our subsequent tools blogs over the last few months and our blog traffic has risen by over 50% in the last 5 months.”