If you ever want to know what is being shared, where, and by whom, check out Buzzsumo! I just happened upon it today and I’m excited to share with you how I think it can change your (content marketing) life.
Content Curation – Find the Content People Share
Do you share content that others have written? Often called content creation, this is a great way to make your social profiles a “go-to” resource for people seeking useful information, helpful tips and provocative articles. Sharing other people’s content can also lead to valuable networking opportunities and relationships with influencers who can then share your content.
There are many great tools that help you find good stuff to share, but what if you want to take it a step further and share content to specific networks that has already proven to be successful there? Try Buzzsumo! Just type in a topic that is related to your brand and find out what has been most popular (and where) for a given time period – choose the last 24 hours, past week, past month or past six months. You can filter results by any of these content types:
- Infographics (great for Pinterest and for blog post ideas – some will let you embed them)
- Guest Posts
- Interviews or,
If something made it big on Pinterest but flopped on Twitter, pin it and skip the Tweet! This is a great way to provide a unique experience to your following on every social network, giving them a reason to follow you everywhere.
Come Up With Great Blog & Social Media Content
You’re not going to steal the content or even the titles for your blog – you’re going to use the technique above to find out what topic has been popular, and you’re going to put your own spin on it. If you read some of the articles that come up, make sure you link back to them to give them credit for your inspiration.
For example, if I type in “Instagram for Business” the top article is one from Social Media Examiner on “How to Get Your Business Started on Instagram: 5 Tips” a few others on that page also give indication that people are looking for those beginner-level articles. So, I might think about my particular client base and write an article on “How to Get Your Veterinary Practice Started with Instagram.” You could stick with something more general, like, “Get Started on Instagram for Business in 5 Easy Steps.”
You already know there is a market for this type of information and that people are interested in sharing quality articles on this topic. Even if your blog isn’t as popular as SME, you’re likely to find it gets shared.
If you’re creating premium content like ebooks, whitepapers, webinars, videos, etc. you might just find your next big thing here. If you were to type in “Pinterest” and find that “How to use Pinterest for Business” is a common topic in the most shared posts, perhaps it’s time to create some downloadable content on that topic for your own site!
If you’re looking to create more engagement on social media, you could create your own beautiful graphical content based on your BuzzSumo results and share that on all your social networks. For example, since you know that the article with 5 tips for getting started on Instagram was a big hit, you could turn each of those tips into a beautiful image. Make sure you cite Social Media Examiner as the source and consider linking to the blog post in the update. If you did create a blog post of your own, you could either take the steps you came up with and do the same, or pull catchy quotes from the article. For creating beautiful graphics easily, we like to use Canva – it’s free, too!
Here’s what the results of a search for “Inbound Marketing” looked like today (click to enlarge):
Find Out What is Working for Your Competitors
Wondering which blog posts or pages written by your competitors are getting the most attention? Enter their website URL and find out! Not only will you see what is being shared, you can look at who is sharing it and where! Identifying the influencers who are tweeting it. You could start interacting with those influencers as well – sharing their content, responding to comments and questions, looking for them on other networks, too. You can get more information on who is tweeting your own posts (and others’ posts) by using a great free tool called Twitonomy, but Buzzsumo searches by URL and isn’t dependent on people mentioning you in their tweets.
Looking to find an interviewee for your next webinar, a guest blogger, or just someone to follow or connect with? Look for an influencer by searching , and then filter search results by type. You can look at:
- Regular People and even,
- Ignore Broadcasters.
Here’s what I got when I searched Influencers for “Inbound Marketing” (click to enlarge):
- Never Run out of Blogging Ideas Again – Ten Tips (scalablesocialmedia.com)
- Why Content Marketers Love Pinterest (scalablesocialmedia.com)
- Pinterest for Business – Eight Commands for Perfect Pinning Every Time (scalablesocialmedia.com)
- Why Content Goes Viral: What Analyzing 100 Million Articles Taught Us. (okdork.com)
- 6 Lessons from the Most Popular Content Marketing Articles (socialmediatoday.com)
- Why Data Matters – Developing Insights For Your Content Strategy (business2community.com)