Tips on how to generate insights during the research phase of SEO and content marketing campaigns. A look at key tasks such as baseline research, influencer research, topic research and competitor research; and how to generate useful insights.

1. Generating Insights for the
Research Phase of SEO and
Content Marketing Campaigns

2. Key research tasks:
- baseline research
- topic research
- influencer research
- competitor research
Generate insights to shape your
strategy

3. 1. Baseline Research
Review current SEO and content performance.
What content is working well, what is shared most, what content
is most linked to, what content generates most leads etc.
Search on BuzzSumo for your domain. This will show the most
popular shared content, the headlines used and the networks.

4. 2. Topic Research
Review the best performing content in the topic area:
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What works and why
What content do people value and share
What are the content headlines that work
What content formats do they share
Which networks do they share content most

5. 2. Topic Research (contd)
Search by topic in BuzzSumo and view the most shared content
across social networks.
Filter by content formats and by social network to see what type
of content gets shared most on particular networks. See an
example below for the topic ‘elearning’

6. 3. Influencer Research
An important part of the discovery or research phase is
understanding the influencers in your topic area.
Influencers can have a major impact on content
performance, thus it is important to know:
• Who are the key influencers
• What do they share
• Where they share

7. 3. Influencer Research (contd)
Use the Influencers tab in BuzzSumo to search by topic area.
Filter influencers such as bloggers, journalists and companies
Filter influencers by reach, engagement and authority to find
exactly what you need.
Below is an example search for elearning influencers.

8. 4. Competitor Research
Review the performance of competitors.
Use BuzzSumo to search for a competitor’s domain and find their
most shared content. You can see the networks where they have
most traction, the content formats they are using and the
headlines they use.

9. Improve Your Research
Generate insights now, it’s free!
www.buzzsumo.com
Search for the most shared content & key influencers by topic or domain