While 2014 was another year of uncertainty for defense contractors, Fire Support's readership continued to grow. Here are the 5 most read articles.
These are the most popular articles from 2014. Notice I said articles, and not “lists” or “pages.” There’s a difference. Technically, the pages with the most views are list articles (aka “listicles”) like the top defense contractors, top aerospace companies, Inc. 5000 defense contractors, etc.
The reason for the popularity of lists is because, well, people like lists. Also, there are a lot more people using broad search terms such as “top defense contractors” rather than the more specific “defense contractor marketing” (both of which usually put this site on the first page of Google).
Given the popularity of Fire Support’s lists, handy links to them are featured in separate green boxes on every page of the site.
Also, the pages about the blog, what I do, etc. get a lot of traffic but they aren’t really “articles” for the purpose of this list.
Now, on to the good stuff. Here are the most popular articles from 2014 (from #1 to #5):
This post, which also was also on the 2012 and 2013 “Top 5″ list highlighted the first-ever study of defense industry social media attitudes and usage, conducted by DefenceIQ. The popularity of this post over the last few years illustrates how blog content can continue to draw traffic long after it is published.
Who doesn’t like swag? And given the importance that defense contractors have placed on trade shows in the past, this post was popular. Spoiler alert: the most popular swag is not swag – it’s learning something new.
Is there a defense contractor that doesn’t want to win government contracts?
This post was based on an excellent presentation I saw at the Veterans In Business Conference at the Army-Navy Country Club. The presentation was made by James K. McCarthy, Principal Owner and Technical Director, AOC Key Solutions, Inc., a federal contracting proposal and business development consulting firm.
I suggested to Jim that his presentation had at least three great blog posts in it. Turns out I was right.
There are two marketing lessons here:
- Any content you produce should be repurposed as much as possible – as Jim did by turning one presentation into a series of blog posts.
- Guest posting on other blogs can increase your reach. By guest posting here, Jim was able to increase referral traffic to his own site and raise awareness for his weekly television show about government contracting.
There’s nothing like a good case study from a leader in your industry to generate reader interest. That was the case with this profile of Raytheon’s successful brand journalism approach to marketing and PR to make it one of the most read articles.
Remember what I said about how Jim McCarthy’s presentation would make for some great blog posts? Here’s another example that came in #5 for the year.
Would you like to guest post on Fire Support? To find out how, click here.
Thanks for your support and readership. I wish you a profitable 2015.