8th Annual E-news Study Highlights: Improving Enterprise Reporting Is Key to Beating the Competition
The best chance most B2B editors have to gain a competitive position with their online news is to dramatically improve Enterprise Reporting Prominence (ERP). The good news: most of your competitors probably fall short of ERP excellence. The bad news: You probably do as well.
This good news/bad news scenario is one of the findings from the newly completed 8th Annual 50-Site E-News Delivery Study from Editorial Solutions Inc. (ESI).
This year’s study is distinguished by a revised eight-factor analysis. Factors retained from previous studies include the following:
2. evidence of enterprise
3. article average sentence length
4. word count
5. embedded link usage
Three new factors have been added:
6. total end-users quoted
7. introductory paragraph immediacy
8. headline story-telling value
These eight factors serve to identify two specific measurements of editorial quality: Basic editing capability, with a target score of 80% (80 out of 100 points); and the level of ERP reflected in all posted e-news content, with a target score of at least 60%.
Of the 50 sites analyzed, none could attain the basic editing capability target of 80%. Even the 60% target score used in previous studies was met by only five sites.
Just 4 of 50 sites managed to achieve the ERP target score of 60%. Key factors influencing that score were evidence of enterprise, word count, and total end-users quoted. Of the 50 sites analyzed, only 8 reached ERP scores of greater than 40%. This result is in keeping with previous study results. In years 1 through 7, analysis showed that 60% to 65% of articles posted consisted of lightly edited announcements from secondary sources.
Here are some other significant study results:
- End-User Visibility (EUV) ratio was noted for each site but not scored. The target EUV average for a standard sample of 10 posts is one end-user quoted per article, or 1.0. Of the 50 sites analyzed, only 4 hit the target. In the group studied, round-up articles quoting more than two end-user sources were rare.
- Fix-It Alert maximum of 20% indicates the number of 80 items scored per site that required improvement. Only four sites stayed within bounds.
- Of the 500 articles analyzed, 194 (39%) exceeded the recommended average sentence length of 25 words.
- Problems with the immediacy of introductory paragraphs burdened 127 articles, or 25% of all articles analyzed. In this case, the usual hurdle was a troublesome policy of always beginning an article by identifying the source rather than the actual news.
- Collectively, the 50 sites reviewed provided 551 direct quotes. End users were the main source of quotes in 33 articles, for a total of 211 quotes. The vendor/other source category accounted for the other 340 quotes.
I will address specific marketing implications pertaining to enterprise reporting improvement in a follow-up article. Meanwhile address questions or comments to me at firstname.lastname@example.org.