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Content Marketing Best Practice

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Content marketing best practice: Research, amplification and monitoring.

Published in: Marketing

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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