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