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Tips on the Research Phase of SEO & Content Marketing Projects


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Tips on how to generate insights during the research phase of SEO and content marketing campaigns.
A look at key tasks such as baseline research, influencer research, topic research and competitor research; and how to generate useful insights.

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Tips on the Research Phase of SEO & Content Marketing Projects

  1. 1. Generating Insights for the Research Phase of SEO and Content Marketing Campaigns
  2. 2. Key research tasks: - baseline research - topic research - influencer research - competitor research Generate insights to shape your strategy
  3. 3. 1. Baseline Research Review current SEO and content performance. What content is working well, what is shared most, what content is most linked to, what content generates most leads etc. Search on BuzzSumo for your domain. This will show the most popular shared content, the headlines used and the networks.
  4. 4. 2. Topic Research Review the best performing content in the topic area: • • • • • What works and why What content do people value and share What are the content headlines that work What content formats do they share Which networks do they share content most
  5. 5. 2. Topic Research (contd) Search by topic in BuzzSumo and view the most shared content across social networks. Filter by content formats and by social network to see what type of content gets shared most on particular networks. See an example below for the topic ‘elearning’
  6. 6. 3. Influencer Research An important part of the discovery or research phase is understanding the influencers in your topic area. Influencers can have a major impact on content performance, thus it is important to know: • Who are the key influencers • What do they share • Where they share
  7. 7. 3. Influencer Research (contd) Use the Influencers tab in BuzzSumo to search by topic area. Filter influencers such as bloggers, journalists and companies Filter influencers by reach, engagement and authority to find exactly what you need. Below is an example search for elearning influencers.
  8. 8. 4. Competitor Research Review the performance of competitors. Use BuzzSumo to search for a competitor’s domain and find their most shared content. You can see the networks where they have most traction, the content formats they are using and the headlines they use.
  9. 9. Improve Your Research Generate insights now, it’s free! Search for the most shared content & key influencers by topic or domain