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Become more productive and boost the impact of your marketing efforts with Brad Batesole's weekly marketing tips on everything from social media to digital advertising to techniques and tools. Every week you'll find a new and immediately actionable tip to help you build your community, track engagement, measure analytics, generate brand awareness, or help you accomplish other marketing goals. In addition to sharing from his bank of experience, Brad will answer questions submitted by lynda.com members. Send your question directly to him via email@example.com and you might just see it in a future episode! Tune in every week to keep your marketing efforts fresh.
- Hi, and welcome to another episode of "Weekly Marketing Tips." I'm Brad Batesole and this week I'd like to talk about using Buzzsumo for content marketing. Buzzsumo is a platform for content marketers to discover engaging content and outreach opportunities. Not only can you identify topics to write about, but you can see what content has already been published. This helps you find venues for your content, or identify influencers who can amplify your message. Content marketing is proving to be one of the best ways to help promote businesses both big and small.
The problem is it's hard to plan and pick the best content that is relevant to your target audience and also answers their most in demand questions. Buzzsumo aims to make this a lot easier, which is why I wanted to introduce you to this tool. Now a quick disclaimer before we get started. I'm not affiliated with Buzzsumo in any way, and they haven't asked me to review their software. Also, another heads up. To get full access to Buzzsumo, you have to subscribe, and it's a bit expensive. You're looking at $99 a month, but all plans give you 14 days to try the full feature set for free.
If you're doing a lot of content marketing, $99 might be worth it. Let's take a look at some of the key features together, and we'll start here at buzzsumo.com. Let's say you're doing content marketing for a client in the coffee roasting industry and want to know what types of content people want to read. I'll drop that search term here in the homepage: "coffee roasting" and choose "Go." Here on the left we can identify some filters. We can sort by date, language, country, and even by the type of article.
Say we only want to see infographics or interviews. Here in the center we can see all of the content. And along the right, we can see how many Facebook shares, LinkedIn shares, Twitter shares, and so on the particular content has received. You can also sort the articles by the number of shares simply by tapping on the network of your choice. There's a lot of insights you can extract from this data, including which type of topics people love to share, content formats that work, getting ideas for headlines, and you can even discover influential authors.
You can even take a piece of content that you find here and improve upon it. Or adapt that idea for a different topic. This data also provides you with the ability to see who in this niche shared the content. If I click the "View Shares" option just to the right of an article, I can see everyone who shared this particular article, and that helps me understand if maybe I want to interact with these people or promote my content to them. I'm going to choose "Back" to go back to our original list. So let's say that we want to find guest blogging opportunities.
I could do that by unchecking every filter except for "Guest Posts" here on the left, and then choose "Filter." What this is going to do is show us where guests posted articles on different domains. That means at seattlesbest.com, there was a guest post, and perhaps I have the opportunity to guest post for them as well. Here we can also see that this particular content was shared 410 times on Pinterest and only 40 times on Facebook. And that indicates to us either this was a Pinterest specific campaign, or the content was very relevant to that Pinterest audience.
Another thing I like about Buzzsumo is the ability to see the most shared links for a particular domain such as your competitors. Let's say you're a publisher that covers recipes. How do you discover what topics people love to read and share? One way is to analyze what's been working for someone like allrecipes.com, and to do that we'll simply put the domain name in the search box at the top. I'll choose "Enter" or hit "Search." Now if you remember, I filtered this to just "Guest Posts," so to see everything, we'll need to re-enable all of our check box and then choose "Filter" again.
So now what we're seeing is all of the content created by allrecipes.com and where it was shared. Apparently recipes are very, very popular on Pinterest, and that's good to know. Explore the most shared content for a domain, and you'll have a better understanding of what's working for your competitor. You can then improve on it, reach out to the publisher to get your side of the story, or brainstorm a completely new idea based on areas they aren't writing about. Another major feature of Buzzsumo is their influencer search. Now what makes Buzzsumo stand out is their ability to go beyond a keyword search.
Typically you can search Twitter for users based on keywords that appear in their bio. This is fairly limited, but on Buzzsumo if you search for a topic, it not only returned influencers with a topic in their bios, but also influencers who commonly tweet and share links related to that topic. Now you can still search tweets as well on Twitter, but you don't have the ability to combine tweets and bios to have this aggregate understanding of what a user is primarily talking about. So let's say you're doing an outreach campaign and want to reach bloggers talking about, say, mountain biking.
I'll go to the "Influencers" tab here at the top of the page and type "mountain biking." From here, I'll choose "Search." And as you can see, we have the following metrics for each user. The "Page Authority" and "Domain Authority," which are supplied by Moz, their followers, how often they re-tweet and reply, and so on and so forth. Now these retweet and reply ratios are really great. They help you understand whether or not you should try engaging with that influencer. In this case, Mountain Bike Action doesn't retweet or reply, so it's likely they're not going to interact with any content I send their way.
But Mountain Biking UK has a 59% retweet ratio, and a 7% reply ratio. Meaning they might be more interested in what I'm offering. Now here on the left you can also filter by type, so let's say we only want "Journalists." I'll unselect everything except "Journalists," and then choose "Filter." And now we're only going to be looking at journalists who write about mountain biking, or to the best that Buzzsumo can figure out. Now this is just the bare basics of what Buzzsumo can do.
It all boils down to saving you time, increasing your success, and helping you plan each step of your content marketing. Thanks for checking in this week. As always, I'd love to hear from you, so let me know what you thought about this week's episode. Are you a fan of Buzzsumo? Tell me with an email to firstname.lastname@example.org, or reach me on Twitter via @bradbatesole. I'll see ya next week.
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