3 Ways to Use Buzzsumo for Content Ideas
Finding the most shared content and key influencers for a brand and its competitors has the potential to completely change how a company creates its editorial calendar.
Getting started with a tool like Buzzsumo, which does exactly that, is easy, "freemium" and can help generate content ideas today.
1. Repurpose Most-Shared Material
In the quest for creating lots of content, some marketers are guilty of not tracking the success of their articles, infographics, webinars, etc., beyond page views. Buzzsumo allows users to see their most-shared material (by simply entering their website address). Seeing what content has been shared the most, can inspire content creators to build out that content further (perhaps a guide on "SEO for Beginners" is broken down into Parts 1-3) or repurpose what is already popular. For instance, the article, "Avoid These Major Google AdWords Mistakes" can be turned into a webinar, more detailed whitepaper, quick infographic, or simply shared again on owned media or promoted through AdWords or Facebook advertising.
2. Research Competition
Routinely checking out what the competition is publishing is a useful practice as it allows content creators to see what is working, what's not and what an audience cares about. Plus, if nothing else, other headlines may spark unique ideas for the researcher (e.g., maybe they disagree and want to take another approach). By using the free side of Buzzsumo, companies can enter their competitors' websites and get access to their social sharing data to inform their own marketing decisions.
3. Use for Outreach
Within the paid portion of Buzzsumo, users have access to backlink information to see who links to their site and competitor sites, understand how to increase content reach based on a backlink portfolio and identify other opportunities. Users also have access to information about who exactly is sharing their material.
"Sharers" are assigned page and domain authority scores, which could help a content creator prioritize about who to contact like for guest posting opportunities. Someone who shares an industry and actively promotes a site's content already, may be interested in doing a guest blog, signing up for an affiliate program or being used as a source within an article. A company's top sharers, for example, can be asked a question and their answers can all be compiled into a round-up style article. Since they already share content on their own, a curated article with insights from an enterprise's most active social followers, has the potential to go viral if the right question(s) is asked and execution of the article is done well.