Content Marketing Best Practice Research, Amplification & Monitoring

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 content gets few shares and even fewer links

AverageMedian

Skewed distribution of links and shares. Most articles get few links or shares.

Good Content Marketing is…

Creating & distributing valuable, relevant, timely and consistent content to build an audience.

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?

You need data not hunches and Hippos

Content Research

Valuable and relevant: Will your audience like your content?

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

Research the content your audience loves

What do they share?

What do they find helpful?

What are most shared posts in your area?

Timely :What content is engaging your audience right now?

Leverage Trends

See what content published in the last 2 hours is starting to trend.

Create A Competitive EdgeBy 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.

Which sites are winning?

Most shared domains for content on Kitchens on Facebook

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

What content formats engage your audience?

Which networks work best for your topics?

What Is Working For Competitors?

View Their Most Shared Content

Check Specific Topics

View Their Top Content Formats

What is Working For Them On Facebook?

Use BuzzSumo’s Facebook Analyzer Tool

Amplification

How is content amplified?

Why Do People Share & link?

• Highly relevant & useful• Comprehensive & evergreen• Authoritative content• Exceptional content• Reciprocity

Shares valuable for content discovery

But shares don’t lead to links

stephen walsh

doesn't seem to flow here

Which sharers amplify content?

This tweet had 492 Retweets!

Amplifiers Average Retweets

Above 2

Facebook now drives 25% of all traffic to websites

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.

What is Working On Facebook?

Example top questions for Halloween

View sharers of competitor content

View sharers

Analyze the fans of your competitor’s content.Filter by:

• Number of followers• Retweet ratio• Reply ratio• Page Authority

Follow and engageExport for Twitter tailored audience list

View who links to content

See who links to a specific article, sub-domain or domain

Monitoring

What did they publish today?

Who mentioned them today?

Who linked to them today?

Example of Competitor Monitoring

Content Alerts

Link Alert

Be alerted every time they publish new content

Track mentions over time

Track links acquired over time

Track volume of content published

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

Thank You@Buzzsumo @steverayson