Content Marketing Best Practice
Oct. 27, 2015•0 likes•22,162 views
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Content marketing best practice: Research, amplification and monitoring.
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Content Marketing Best Practice
- 1. Content Marketing Best Practice Research, Amplification & Monitoring
- 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. Most content gets few shares and even fewer links
- 4. AverageMedian Skewed distribution of links and shares. Most articles get few links or shares.
- 5. Good Content Marketing is… Creating & distributing valuable, relevant, timely and consistent content to build an audience.
- 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. You need data not hunches and Hippos
- 8. Content Research
- 9. Valuable and relevant: Will your audience like your content?
- 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. Research the content your audience loves What do they share? What do they find helpful?
- 12. What are most shared posts in your area?
- 13. Timely :What content is engaging your audience right now?
- 14. Leverage Trends See what content published in the last 2 hours is starting to trend.
- 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. Which sites are winning? Most shared domains for content on Kitchens on Facebook
- 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. What content formats engage your audience?
- 19. Which networks work best for your topics?
- 21. What Is Working For Competitors?
- 22. View Their Most Shared Content
- 23. Check Specific Topics
- 24. View Their Top Content Formats
- 26. What is Working For Them On Facebook? Use BuzzSumo’s Facebook Analyzer Tool
- 27. Amplification How is content amplified?
- 28. Why Do People Share & link? • Highly relevant & useful • Comprehensive & evergreen • Authoritative content • Exceptional content • Reciprocity
- 29. Shares valuable for content discovery But shares don’t lead to links
- 31. Which sharers amplify content?
- 32. This tweet had 492 Retweets!
- 33. Amplifiers Average Retweets Above 2
- 34. Facebook now drives 25% of all traffic to websites
- 35. 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.
- 36. What is Working On Facebook? Example top questions for Halloween
- 37. View sharers of competitor content
- 38. 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
- 39. View who links to content See who links to a specific article, sub-domain or domain
- 40. Monitoring
- 41. What did they publish today? Who mentioned them today? Who linked to them today? Example of Competitor Monitoring
- 42. Content Alerts
- 44. Link Alert
- 45. Be alerted every time they publish new content
- 46. Track mentions over time
- 47. Track links acquired over time
- 48. Track volume of content published
- 49. 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
- 50. Thank You @Buzzsumo @steverayson
Editor's Notes
- 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