Best content marketing practices on BuzzSumo data by Steve Ryason (BuzzSumo)
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Presentation by Steve from online SEO Conference 6th of November "WebPromo SEOday"
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Best content marketing practices on BuzzSumo data by Steve Ryason (BuzzSumo)
- 1. Content Marketing Best Practice Research, Amplification & Monitoring
- 2. Good Content Marketing is… Creating & distributing valuable, relevant, timely and consistent content to build an audience.
- 3. Most content gets few shares and even fewer links Content Sample Average Total Shares Median Shares Average Referring domain links Median Referring domain links Random sample of posts (99,941) 257 8 0.75 0
- 4. Possible Reasons • Research – not researching content that resonates with the audience • Amplification – no amplification strategy and assuming people will find your content • Monitoring - not monitoring trends and adjusting content or acting quickly enough
- 5. Content Marketing Strategy Research What questions are being asked 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 Monitoring Trending content Current issues Content benchmarks Use alerts to track - New mentions - New links - New content published Amplification Links, shares & paid Who is amplifying content Influencers & outreach Role of Facebook
- 7. You need data not hunches and Hippos
- 8. Research the content your audience loves What do they share? What do they find helpful?
- 9. What are most shared posts in your area?
- 10. Timely :What content is engaging your audience right now?
- 11. Create A Competitive Edge By 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.
- 12. Which sites are winning? Most shared domains for content on Kitchens on Facebook
- 13. 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
- 14. Track volume of content published
- 15. What content formats engage your audience?
- 16. Which networks work best for your topics?
- 18. What Is Working For Competitors?
- 19. View Their Most Shared Content
- 20. Amplification How is content amplified?
- 21. Facebook now drives 25% of all traffic to websites
- 22. 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.
- 23. What is Working On Facebook? Example top questions for Halloween
- 24. Monitoring
- 25. Content Alerts
- 27. Track mentions over time
- 28. Content Marketing Strategy Research What questions are being asked 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 Monitoring Trending content & issues Content benchmarks Use alerts to track - New mentions - New links - New content published Amplification Links, shares & paid Who is amplifying content Influencers & outreach Role of Facebook
Notes de l'éditeur
- How do we improve?
- Is content poor? Or just poorly amplified.
- Shares happen quickly, people move on. Found recently that scheduled content performs far worse than immediate content. Maybe issue has passed or they already seen that article you scheduled for 2 days time.
- Content marketing strategy needs these elements
- Most shared content on Moz last month
- Most shared ‘how to’ posts on content marketing, people sharing how to’s about optimising content in social media
- Most shared content on Moz.
- Once you have identified them
- Most shared content on Moz.
- Can turn to buzzsumo and see what is working socially, what is resonating and being shared. Filter by time etc.
- Find sharers, build lists
- Can also see what content length working, whether network users favor any particular length, as well as day of week published etc.
- Create alerts using BuzzSumo to receive notifications to track competitors
- Get alerted every time they are mentioned in content
- Web mentions matter
- Content marketing strategy needs these elements
- Thanks for attending