SlideShare a Scribd company logo
Content Research 
& Planning 
@steverayson 
@buzzsumo
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
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
Industry Sites
Related Topics 
In this example for MOOCs a related topic for elearning using content analysis report.
What Topic Content Is Most Shared? 
• Topic search e.g. MOOCs 
(massive open online courses)
What Content Is Most Shared? 
Industry site 
search plus 
MOOCs
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
What Content Is Most Shared? 
Domain search 
LinkedIn.com 
plus MOOCs
What Content Is Most Shared? 
Popular site 
FT.com search 
plus MOOCs
Finding Popular Authors 
Click author 
names in 
list of most 
shared 
content
How has sharing changed over time? 
Run same search over different periods 
- Last month 
- 6 months 
- Last year
Time Sensitive Searches
Popular This Time Last year
Buzzfeed Last year
Export your findings
Identifying Opportunities 
& Generating Content ideas
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
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
What formats are working?
What content length is working?
Content Production Schedule
Distribution 
& Outreach
What networks are working? 
• By topic 
• By competitor
Find Influencers 
• Influencer search 
• Create list, 
engage, 
interview
Find Sharers/Amplifiers 
• See who is sharing content
Find Amplifiers 
• See who is linking to content
Find Popular Sites 
• Most shared sites for a topic 
• Blog outreach opportunities
Set Benchmarks 
• social shares 
• social sentiment 
• linking domains 
• website traffic 
• downloads/registrations 
• number of qualified leads 
• lead conversions
Curate Content
Curate Content 
• Searches as above 
• Content alerts
BuzzSumo 
Content Intelligence In a Social World 
@steverayson 
@buzzsumo

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Content Marketing Research & Planning with BuzzSumo

Editor's Notes

  1. Brief overview of what we will cover.
  2. If you don’t know trending topics, a good way is to search industry sites, assoc sites or competitor sites.
  3. If I dont have a specific topic in mind I can search industry sites for most shared content. In this case I can see Gamification is popular.
  4. If I dont have a specific topic in mind I can search industry sites for most shared content. In this case I can see Gamification is popular.
  5. Let’s say I already have a topic in mind such as MOOCs, I can do a topic search
  6. I can also search a popular site and the topic
  7. So now can search what is being shared on Linkedin. Note get much more business focused results on LinkedIn
  8. Can also search popular business sites eg FT.com
  9. Click on Bryant’s name in LinkedIn list, can see he writes extensively about MOOCs, so might want to interview him.
  10. See trends
  11. Over recent months far less optimism about MOOCs.
  12. What was popular this time last year? Eg search Thanksgiving for November last year. BuzzFeed top.
  13. Can also search what worked for buzzfeed last year.
  14. You can export your lists for further analysis.
  15. Ok, so you have lists of what is working, what now?
  16. What formats are working.
  17. Can also search what worked for buzzfeed last year.
  18. Draw up programme of content over a period of time, best days to publish
  19. What platforms are working
  20. Already looked at authors
  21. Find sharers, build lists
  22. Find sharers, build lists
  23. Regular searches but use content alerts to monitor and stay on top of things.