Content Marketing Best Practice

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Content marketing best practice: Research, amplification and monitoring.

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  • Brief overview of what we will cover.
  • Is content poor? Or just poorly amplified.
  • This means averages are misleading.
  • How do we improve?
  • It is about understanding you audience.
  • Most shared content on Moz last month
  • Most shared ‘how to’ posts on content marketing, people sharing how to’s about optimising content in social media
  • Most shared content on Moz.
  • Once you have identified them
  • Most shared content on Moz.
  • Can turn to buzzsumo and see what is working socially, what is resonating and being shared. Filter by time etc.
  • Hubspot were ranking number 1 for searches on term, “landing pages”, so can begin to see why, by using domain and “landing pages”.
  • Can do an analysis report of all their content by social shares and see what formats are working. Infographic & list posts. As well as what networks are most receptive to those types. Now, we can crib strategy notes.
  • Can also see what content length working, whether network users favor any particular length, as well as day of week published etc.
  • Can also see what content length working, whether network users favor any particular length, as well as day of week published etc.
  • Find sharers, build lists
  • Social is critical to amplify content – the future is not what it was.
  • Example from last week
  • Find sharers, build lists
  • Amplifiers typically have a retweet ratio of above two.
  • Can also see what content length working, whether network users favor any particular length, as well as day of week published etc.
  • Content analysis report
  • Content analysis report – pick your targets to court influence – work to scale
  • Content analysis report
  • Create alerts using BuzzSumo to receive notifications to track competitors
  • Get alerted every time they are mentioned in content
  • Link alert will tell every time they acquire a new link in real time or get a daily digest
  • Content analysis report
  • Web mentions matter
  • Brief overview of what we will cover.
  • Thanks for attending
  • Content Marketing Best Practice

    1. 1. Content Marketing Best Practice Research, Amplification & Monitoring
    2. 2. Content Marketing Strategy Research • what content is resonating • current trends • what formats are working • popular authors • use alerts to stay updated • what are competitors doing • Identifying content opportunities • generating content ideas Amplification • links, shares & paid • who is amplifying content • Role of Facebook Monitoring • content benchmarks • domain comparisons • use alerts to track • Mentions • Links • Content published
    3. 3. Most content gets few shares and even fewer links
    4. 4. AverageMedian Skewed distribution of links and shares. Most articles get few links or shares.
    5. 5. Good Content Marketing is… Creating & distributing valuable, relevant, timely and consistent content to build an audience.
    6. 6. What is Valuable? Relevant? Timely? What content is resonating with your audience this week, or right now? What is driving engagement, passion, shares and comments?
    7. 7. You need data not hunches and Hippos
    8. 8. Content Research
    9. 9. Valuable and relevant: Will your audience like your content?
    10. 10. Make sure they’ll like it, with data: • Research what topics work • Find out which sites are winning • Stay on top of competitors • Choose winning formats • Target the right networks
    11. 11. Research the content your audience loves What do they share? What do they find helpful?
    12. 12. What are most shared posts in your area?
    13. 13. Timely :What content is engaging your audience right now?
    14. 14. Leverage Trends See what content published in the last 2 hours is starting to trend.
    15. 15. Create A Competitive Edge By knowing what content matters to your audience right now you can: – be the first to share viral content – the first to comment and share viewpoints – create content quickly around the stories that matter most to your audience In short, create a deeper level of engagement and build credibility.
    16. 16. Which sites are winning? Most shared domains for content on Kitchens on Facebook
    17. 17. Track the winning sites • Review their most shared content • Be alerted : – every time they publish new content – when one of their stories starts to trend – get a daily digest of their new links
    18. 18. What content formats engage your audience?
    19. 19. Which networks work best for your topics?
    20. 20. What Is Working For Competitors?
    21. 21. View Their Most Shared Content
    22. 22. Check Specific Topics
    23. 23. View Their Top Content Formats
    24. 24. What is Working For Them On Facebook? Use BuzzSumo’s Facebook Analyzer Tool
    25. 25. Amplification How is content amplified?
    26. 26. Why Do People Share & link? • Highly relevant & useful • Comprehensive & evergreen • Authoritative content • Exceptional content • Reciprocity
    27. 27. Shares valuable for content discovery But shares don’t lead to links
    28. 28. Which sharers amplify content?
    29. 29. This tweet had 492 Retweets!
    30. 30. Amplifiers Average Retweets Above 2
    31. 31. Facebook now drives 25% of all traffic to websites
    32. 32. What is Working On Facebook? Use BuzzSumo’s Facebook Analyzer Tool to see trends and top performing content for any topic or popular Facebook page.
    33. 33. What is Working On Facebook? Example top questions for Halloween
    34. 34. View sharers of competitor content
    35. 35. View sharers Analyze the fans of your competitor’s content. Filter by: • Number of followers • Retweet ratio • Reply ratio • Page Authority Follow and engage Export for Twitter tailored audience list
    36. 36. View who links to content See who links to a specific article, sub-domain or domain
    37. 37. Monitoring
    38. 38. What did they publish today? Who mentioned them today? Who linked to them today? Example of Competitor Monitoring
    39. 39. Content Alerts
    40. 40. Link Alert
    41. 41. Be alerted every time they publish new content
    42. 42. Track mentions over time
    43. 43. Track links acquired over time
    44. 44. Track volume of content published
    45. 45. Content Marketing Strategy Research • what content is resonating • current trends • what formats are working • popular authors • use alerts to stay updated • what are competitors doing • Identifying content opportunities • generating content ideas Amplification • links, shares & paid • who is amplifying content • Role of Facebook Monitoring • content benchmarks • domain comparisons • use alerts to track • Mentions • Links • Content published
    46. 46. Thank You @Buzzsumo @steverayson

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