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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Content Marketing Research & Planning with BuzzSumo
- 1. Content Research & Planning @steverayson @buzzsumo
- 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. 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
- 5. Related Topics In this example for MOOCs a related topic for elearning using content analysis report.
- 6. What Topic Content Is Most Shared? • Topic search e.g. MOOCs (massive open online courses)
- 7. What Content Is Most Shared? Industry site search plus MOOCs
- 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. What Content Is Most Shared? Domain search LinkedIn.com plus MOOCs
- 10. What Content Is Most Shared? Popular site FT.com search plus MOOCs
- 11. Finding Popular Authors Click author names in list of most shared content
- 12. How has sharing changed over time? Run same search over different periods - Last month - 6 months - Last year
- 14. Popular This Time Last year
- 17. Identifying Opportunities & Generating Content ideas
- 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. 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. What formats are working?
- 21. What content length is working?
- 24. What networks are working? • By topic • By competitor
- 25. Find Influencers • Influencer search • Create list, engage, interview
- 26. Find Sharers/Amplifiers • See who is sharing content
- 27. Find Amplifiers • See who is linking to content
- 28. Find Popular Sites • Most shared sites for a topic • Blog outreach opportunities
- 29. Set Benchmarks • social shares • social sentiment • linking domains • website traffic • downloads/registrations • number of qualified leads • lead conversions
- 30. Curate Content
- 31. Curate Content • Searches as above • Content alerts
- 32. BuzzSumo Content Intelligence In a Social World @steverayson @buzzsumo
Editor's Notes
- 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.