F=MA for Content Acceleration

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.

Newton's 1st Law of Motion - Dynamics

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

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