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Content Research & Planning
@steverayson@buzzsumo
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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
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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
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Industry Sites
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Related Topics
In this example for MOOCs a related topic for elearning using content analysis report.
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What Topic Content Is Most Shared?
• Topic search e.g. MOOCs (massive open online courses)
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What Content Is Most Shared?Industry site search plus MOOCs
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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
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What Content Is Most Shared?Domain searchLinkedIn.com plus MOOCs
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What Content Is Most Shared?Popular site FT.com search plus MOOCs
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Finding Popular AuthorsClick author names in list of most shared content
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How has sharing changed over time?
Run same search over different periods- Last month- 6 months- Last year
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Time Sensitive Searches
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Popular This Time Last year
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Buzzfeed Last year
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Export your findings
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Identifying Opportunities& Generating Content ideas
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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
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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
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What formats are working?
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What content length is working?
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Content Production Schedule
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Distribution& Outreach
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What networks are working?
• By topic• By competitor
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Find Influencers• Influencer search• Create list,
engage, interview
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Find Sharers/Amplifiers• See who is sharing content
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Find Amplifiers• See who is linking to content
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Find Popular Sites• Most shared sites for a topic• Blog outreach opportunities
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Set Benchmarks
• social shares• social sentiment • linking domains• website traffic • downloads/registrations• number of qualified leads• lead conversions
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Curate Content
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Curate Content
• Searches as above
• Content alerts
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BuzzSumoContent Intelligence In a Social World
@steverayson@buzzsumo