Content Marketing Research & Planning with BuzzSumo
Transcript of Content Marketing Research & Planning with BuzzSumo
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 searchLinkedIn.com plus MOOCs
What Content Is Most Shared?Popular site FT.com search plus MOOCs
Finding Popular AuthorsClick 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
BuzzSumoContent Intelligence In a Social World
@steverayson@buzzsumo