This summer BuzzSumo teamed up with Moz to analyze the shares and links of over 1m articles.
We wanted to look at the correlation of shares and links, to understand the content that gets both shares and links, and to identify the formats that get relatively more shares or links.
The data suggests most content is simply not worthy of sharing or linking, and also that people are very poor at amplifying content.
It may sound harsh but it seems most people are wasting their time either producing poor content or failing to amplify it.
It was not a surprise to find content gets far more shares than links. Shares are much easier to acquire.