Content Marketing Research & Planning with BuzzSumo

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How to use BuzzSumo for content research and planning including:
Content research
-what content is resonating
-current trends
-what competitors are doing
-what formats are working
-popular authors
Generating content Ideas
-identifying content opportunities
-generating content ideas with BuzzSumo
Distribution & Amplification
-outreach opportunities, most shared sites
-who is amplifying content
Curating content
-using alerts to curate content and RSS feeds
Setting content benchmarks

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  • Brief overview of what we will cover.
  • If you don’t know trending topics, a good way is to search industry sites, assoc sites or competitor sites.
  • If I dont have a specific topic in mind I can search industry sites for most shared content. In this case I can see Gamification is popular.
  • If I dont have a specific topic in mind I can search industry sites for most shared content. In this case I can see Gamification is popular.
  • Let’s say I already have a topic in mind such as MOOCs, I can do a topic search
  • I can also search a popular site and the topic
  • So now can search what is being shared on Linkedin. Note get much more business focused results on LinkedIn
  • Can also search popular business sites eg FT.com
  • Click on Bryant’s name in LinkedIn list, can see he writes extensively about MOOCs, so might want to interview him.
  • See trends
  • Over recent months far less optimism about MOOCs.
  • What was popular this time last year? Eg search Thanksgiving for November last year. BuzzFeed top.
  • Can also search what worked for buzzfeed last year.
  • You can export your lists for further analysis.
  • Ok, so you have lists of what is working, what now?
  • What formats are working.
  • Can also search what worked for buzzfeed last year.
  • Draw up programme of content over a period of time, best days to publish
  • What platforms are working
  • Already looked at authors
  • Find sharers, build lists
  • Find sharers, build lists
  • Regular searches but use content alerts to monitor and stay on top of things.
  • Content Marketing Research & Planning with BuzzSumo

    1. 1. Content Research & Planning @steverayson @buzzsumo
    2. 2. Content Strategy Planning Content research • what content is resonating • current trends • what competitors are doing • what formats are working • Popular authors Generating content Ideas • Identifying content opportunities • generating content ideas with BuzzSumo Distribution & Amplification • outreach opportunities, most shared sites • who is amplifying content Curating content • using alerts to curate content and RSS feeds Setting content benchmarks
    3. 3. What Content is Trending? • Type in a topic • Search for a keyword you are trying to rank for or • Search say 5 top competitor sites • Search say 3 industry association sites
    4. 4. Industry Sites
    5. 5. Related Topics In this example for MOOCs a related topic for elearning using content analysis report.
    6. 6. What Topic Content Is Most Shared? • Topic search e.g. MOOCs (massive open online courses)
    7. 7. What Content Is Most Shared? Industry site search plus MOOCs
    8. 8. More sophisticated searches • More sophisticated searches – Run content analysis report and see most shared sites In this example for MOOCs top domains include BBC, LinkedIn, Chronicle and Forbes
    9. 9. What Content Is Most Shared? Domain search LinkedIn.com plus MOOCs
    10. 10. What Content Is Most Shared? Popular site FT.com search plus MOOCs
    11. 11. Finding Popular Authors Click author names in list of most shared content
    12. 12. How has sharing changed over time? Run same search over different periods - Last month - 6 months - Last year
    13. 13. Time Sensitive Searches
    14. 14. Popular This Time Last year
    15. 15. Buzzfeed Last year
    16. 16. Export your findings
    17. 17. Identifying Opportunities & Generating Content ideas
    18. 18. Fill your whiteboard.. • Identify topics resonating • Identifying a popular topic and create a perspective or contrary viewpoint. • Find a popular topic and create a different format such as an infographic • Interview the writers of the 5 most popular posts for an interview post • Review the headlines that are working • Search related topics to see what might transfer to your area
    19. 19. Fill your whiteboard.. • See what your competitors are saying and take a contrary position • See where content gaps may reside, something that is not being covered • See how content topics change over time, explore why • Write about most shared posts • Check to make sure you’re not covering the same ground
    20. 20. What formats are working?
    21. 21. What content length is working?
    22. 22. Content Production Schedule
    23. 23. Distribution & Outreach
    24. 24. What networks are working? • By topic • By competitor
    25. 25. Find Influencers • Influencer search • Create list, engage, interview
    26. 26. Find Sharers/Amplifiers • See who is sharing content
    27. 27. Find Amplifiers • See who is linking to content
    28. 28. Find Popular Sites • Most shared sites for a topic • Blog outreach opportunities
    29. 29. Set Benchmarks • social shares • social sentiment • linking domains • website traffic • downloads/registrations • number of qualified leads • lead conversions
    30. 30. Curate Content
    31. 31. Curate Content • Searches as above • Content alerts
    32. 32. BuzzSumo Content Intelligence In a Social World @steverayson @buzzsumo

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