Ever wonder how to measure the effects of the type of content on how well it performs? F=MA (force = mass x acceleration) may be a physics equation, but it also applies to content.
Smaller pieces of content have less “mass” and therefore it takes less effort to get them going. This also makes sense from an intuitive point of view. A tweet is much easier to share than a 2 hour video. Which isn’t to say that the 2 hour video may not be important to your content strategy, but it may take a lot more effort for it to get the audience reach to return on the investment. Steve Kerho has more in his article over on Fast Company:
A four-minute video has significantly more mass than a 30-second video. An email with an embedded video, four articles, and eight links has more density than an email with two articles and three links. We can add various meta-data descriptors to boost SEO performance and sharpen content mapping. That’s not to say more “mass” or “density” makes for better-performing content. Content relevance is what determines success.
Performance attributes require an understanding of the number of exposures, shares, and other engagement measures. We can calculate the acceleration of a piece of content because of how we defined our descriptive attributes. Content-acceleration measurement provides unique insights into how quickly content spreads. To calculate content acceleration, apply this formula: Force = Mass x Acceleration. — HOW YOUR BRAND CAN CREATE, TRACK, AND LEARN TO LOVE BIG CONTENT by Steve Kerho