How to Use BuzzSumo for Your Content Marketing

By Mike Gingerich

What is Buzzsumo? Buzzsumo is powerful online tool that allows any user to find out what content is popular by topic or on any website. BuzzSumo is a research and monitoring tool. That can helping you to :      Find content that is most shared on social media channels – you can enter your own domain or another domain, and see what has been shared socially;            Find influencers rela ted to particular topics; Get alerts based on keywords, brand name, links, author name or domain; and Track competitors and do an analysis based on their content.

What Can Buzzsumo Do for your Business? 

Searching across multiple social sites, Buzzsumo gathers information on what topics are gaining the most attention. It analyzes where certain topics are being discussed and how much attention these topics are getting. Who are the people that others are listening to the most? Who gets more social media shares on their posts? Knowing who has the public’s attention and trust can give you insight on who you need to follow and get on your side.

How to Use BuzzSumo Effectively  Here are some practical examples of how you can use BuzzSumo effectively.

In order to provide the content that people want to know, you need to know what it popular. It can take hours scanning all the various social sites to find out what people are talking about and what their concerns and needs are. Being able to input certain search criteria, analyzing content and finding out what is already working in your area can be priceless to a marketer to help sharpen your focus and give you direction.

Here a practical examples of how you can use BuzzSumo effectively

Find Great Content Ideas for Posts  Trying to come up with an idea for a piece of content is like sitting down with a blank piece of paper and not knowing what to write. It’s annoying, frustrating and time consuming. And… when you do write that piece of content, it can be hit and miss. Sometimes, you get lots of shares and links and end up ranking for content and sometimes the content goes nowhere; you get very few shares and no traffic from Google.

It happens to us all and it’s impossible to guarantee success, but the frequency of this happening will be substantially reduced if you use BuzzSumo. Combine your BuzzSumo with this Idea, and doing this :

Step 1 – Find relevant keywords using Google Keyword Planner Before you head over to BuzzSumo, go to Google Keyword Planner and do some keyword research. Enter in the keywords that you are thinking of writing content about and find out how many people are searching for those keywords. If people are not searching for these keywords, why write content based on them? (Though there are exceptions to this rule!)

 A list of all the keywords for a specific ad group. If these keywords don’t work, Google will show you related keywords so hopefully you’ll be able to find alternative options.

Imagine if the article you wanted to write about was ‘social media monitoring tools’.

In the image above, you see that the average monthly searches for that phrase is 480. Although that may not seem that high, there are going to be a lot of similar keyword searches that you could also rank for.

Step 2 – See how competitive the keywords are to rank for  Now you have an interesting group of keywords but you’re not sure if you can rank for them on Google. If your Domain Authority is 25 and you see that all the results on page one have content matching the keywords and their Domain Authority is really high, then your chances of ranking in search results are low. Check how competitive the keywords are in Google

Step 3 – Find Out the Most Shared Content  Now, you head over to BuzzSumo and do a search for these keywords. You want to find out what is the most shared content related to these keywords.

Once you know the most shared content related to these keywords, you want to write a piece of content that is better, for example, more up to date and more detailed. Then, at least, you have a chance of beating competitors in the search results if you do significant promotion.  You can see the articles that get the most shares across different social networks

Step 4 – Write and Promote the Content  Now that you have great content that people are looking for, and you know people like to share it, it’s time to go out and promote it!

Best Way to Use Buzzsumo

What is the Best Way to Use Buzzsumo? As with any system, the best way to use Buzzsumo will depend on where you are in your content marketing and what you hope to achieve. Bear in mind Buzzsumo allows you to set up keyword alerts, so you are updated when content is posted or updated. You are able to know who posted and where, and this allows you to be able to know what your next step should be in regards to your own marketing efforts.

Knowing what your competitors are doing, and what is working or not working for them, goes a long way in helping you. It helps you avoid things that aren’t very effective and gives you insights into what works best, and where you stand in comparison to competitors.

This is the bare basics of what Buzzsumo can do. It all boils down to saving you hours of time, increasing your success and helping you plan each step of your content marketing. Once you’ve planned and put things in action, it will analyze your efforts, giving you a chance to fine-tune the process.

Let’s look at an example. Ray owned a pet grooming business. He had developed a line of all natural grooming products that he wanted to try and market on a greater scale than locally. Using Buzzsumo, he set up keyword alerts for pet grooming and natural pet care. He started to get alerts that showed him who was discussing such topics and joined some of the busier forums and groups. He started a blog and found topics that related to pet care. Buzzsumo allowed him to see who the influencers were in this area and he worked on creating a relationship with these people, eventually getting them to make guest posts on his blog, and announce it to their followers. This grew his list, giving him more exposure.

As Ray’s list grew, he used Buzzsumo to find out what kind of products his potential customer’s most wanted. He checked on his closest competitors and was able to see that only one was experiencing more traffic than he was. By analyzing what this competitor was doing differently, Ray was able to see what his competitor did differently, and this helped him tweak his own campaign.

By being available and approachable to consumers online, he was able to learn what the natural pet care field lacked that people wanted. This helped him expand his offerings and, therefore, increase interest.

About Mike Gingerich. Mike Gingerich, President of web firm Digital Hill, Co-Founder of TabSite . Digital and Social Media Marketer, Speaker, and Business Consultant. Part geek, part marketer, total digital junkie! Seeking to add value, make the complex simple, and leave a positive impact. Follow me on twitter:@mike_gingerich.

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