October Tweets Reflect Continuing Challenges for B2B News Sites
You’re probably familiar with the overworked expression, “if it ain’t broke don’t fix it.” But how about the spin-off version: “If it’s already broke, can you save it somehow?”
The latter dilemma confronts me every year when it comes time to summarize findings of my annual B2B e-news delivery summary. The 11 sites scored as of this writing, out of an eventual total of 50, so far reflect the reality demonstrated in past studies that enterprise reporting is an elusive ingredient. But there are other troublesome holdover practices that newsletter editors continue to ignore. Leading the list is the tendency to use e-news space as a camping ground for vendor announcements. Perhaps these items have merit, but the space they take up could be better used for significant end-user coverage.
October’s tweet review presents day-by-day encounters with news glitches provided by the first 10 sites scored in Editorial Solutions’ eighth study. Ordinarily, these monthly tweet summaries are arranged in reverse chronological order, from newest to oldest. But this month, the tweets are arranged from earliest to latest, so you can follow along as the results accumulate.
Ultimately, our report will reflect input from a total of 50 B2B sites. The overall study target, using a newly revised scoring system, is 60.0. Only two sites have reached the target so far. Feel free to watch as I progress through the remaining 39 websites to be studied by following me on Twitter!
Just starting work on 8th B2B e-news delivery study. Usual span from start to finish is 5-6 months. This time 50 sites will be assessed based on a brand new eight-factor scoring system. Most troublesome finding expected will address insufficient presence of enterprise reporting.
— Howard Rauch (@fogindex8) October 16, 2019
First e-news site I scored in my 8th annual B2B study managed an enterprise % of 47.5. Target sought is at least 60% which, truthfully, is not so hot. Site just reviewed earned total overall 8-factor score of 50.0% out of possible 100 points. Competitors will have a field day!
— Howard Rauch (@fogindex8) October 17, 2019
Here’s another tidbit at the start of my 8th annual B2B e-news study. Of first two sites reviewed — each posting 10 articles — only one achieved a decent Fog Index score. Target average sentence length = 20 words. Of 20 articles scored, 11 exceeded 25 words.
— Howard Rauch (@fogindex8) October 22, 2019
As in my past e-news delivery studies, I include a Fix-It Alert score. This shows percent of factors reviewed requiring revision. Target score is no higher than 20%. For first 3 sites analyzed, none made the grade. Worst showing factor for each of the trio is enterprise failure.
— Howard Rauch (@fogindex8) October 23, 2019
In the early stage of my 8th annual B2B e-news study, already seeing several cases where editors settle for quoting secondary sources rather than seeking more useful input from end-users. Experienced editors require staffs to always include end-user comment if appropriate.
— Howard Rauch (@fogindex8) October 25, 2019
7th B2B e-news site being scored in my 8th annual study clearly needs editing rescue. Typical article is widely-packed vendor puff. Opening 72-word sentence merely identifies sources involved. Average sentence length (ASL) = 28.5 words. Final score: 32 out of possible 100 points.
— Howard Rauch (@fogindex8) October 25, 2019
Too many B2B sites use online “news” as another way to promote vendor support about new product items. Significant developments involving end-users are totally ignored. Of first eight sites surveyed in my 8th annual study, 36 of 80 articles posted were end-user sourced.
— Howard Rauch (@fogindex8) October 29, 2019
I’ve always measured e-news success based on ability to average at least one end-user per article posted — or End-User Visibility (EUV). For ten sites of the eventual 50 my 8th annual study will cover, only one has achieved goal. EUV probably will continue to be elusive target.
— Howard Rauch (@fogindex8) October 30, 2019
Highest scoring e-news sites reviewed during my 8th annual online delivery study offer depth consistency. Define depth? At least 500 words. Of 100 articles reviewed so far, 24 reach 500 or better; 33 fall below 300. Do you have target for percent of in-depth vs. less depth?
— Howard Rauch (@fogindex8) October 31, 2019