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
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?
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?
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
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
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
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
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