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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. 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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