Buzzsumo is a software that allows marketers to search for the most consumed and shared topics on the internet.
Has it ever happened to you that you or someone in your marketing team has an idea for a content production that will surely be loved and shared by your audience on all social networks, making a huge buzz, but in the end, nothing happens?
Believe me, this is more common than we imagine and that's why you need a tool like Buzzsumo.
To find out what this solution is all about, what it can do for your marketing strategy and what the main tools are, stay with us until the end of the article!
What is Buzzsumo?
Buzzsumo is a tool that makes it possible to intelligently create the best content from resources that allow you to:
- discover which content is most shared;
- track brands, competitors and backlinks;
- identify influencers and links shared by them;
- generate analysis reports by subject and other filters.
In this way, Buzzsumo provides the tools you need to ensure that your content stands out, generates engagement and is shared.
It can also help you increase your site's authority, as well as analyse your backlinks and those of your competitors in order to improve your search engine rankings.
These days, marketers have a busy schedule.
New content is published every day, and as a result of this high demand, problems arise when it comes to monitoring their results and knowing which steps are necessary to optimise digital strategies.
That's why a tool like Buzzsumo is essential.
What is Buzzsumo for?
Now that you know what Buzzsumo is all about, we will introduce you to how it can be used within a content marketing strategy.
Find what is being shared on social networks Buzzsumo allows you to identify what was shared on social media platforms such as Facebook, Twitter, LinkedIn and Instagram (on this network, Buzzsumo can only examine profiles, but not posts).
Therefore, you don't need to guess about the things that are being shared on the networks by and for your audience.
For example, think of a time like Mother's Day.
Marketers know that the first few days of May can be explored for campaigns that refer to that day.
Luckily, by using Buzzsumo, these campaigns don't need to be run on assumptions.
Besides, Buzzsumo also helps you maximise your time by eliminating search results that don't apply to what you're really interested in. You know that time management is paramount for marketing professionals!
1. Find influencers who will share your posts
When it comes to content marketing in practice, it is not enough to publish great content, cross your fingers and hope for the best.
You need to spread the content so that it reaches the target audience and achieves the desired results.
One of the best ways to spread it is through influencers, as they increase the chances of the content going viral.
To understand the success of this strategy, just think about who you trust more when you find a new product or service: the company that sells it or a person who indicates it precisely because it is very good?
Probably the second option, right? That's why it is much more likely that your audience will consume, like and share a piece of content if it is spread and recommended by an influencer.
This is where Buzzsumo comes into play, more precisely through influencer search tools.
By clicking on the "influencers" guide at the top of the platform, you can perform a search based on what is on the influencer's profile or content shared by them.
That done, Buzzsumo presents a list of influencers who are talking about the topics you are interested in and gives insights on how to create valuable content on the topic.
2. Evaluate the topics on your editorial calendar
Another way to use this search skill is to evaluate whether people are talking about topics you want to write about.
When the topic is marketing, for example, there is a good chance that people are talking about social media.
But, if you are about to write an article about Twitter Ads and no one is talking about it: is the result likely to be good? Probably not!
So, to prevent your editorial calendar from being based on a gamble, Buzzsumo helps you identify which topics your audience really wants to consume.
3. Analyse data and trends to create high-performing content
Although some marketers find it difficult and others, for a variety of reasons, simply don't like it, data analysis is essential.
By analysing metrics, you can see where you are in terms of meeting marketing objectives.
This makes it quick and easy to see which strategies are performing well and which need to be optimised.
When it comes to Buzzsumo, the platform knows which data is most important for the marketing work.
One of its advantages, for example, is that Buzzsumo checks the entire internet to see who is talking about topics related to your niche and even mentioning your brand.
That can open up space to find allies.
So you can think of it this way: if you find out that a company is voluntarily talking about your company. Why not make a partnership between brands where you can both benefit?
What are the Buzzsumo tools?
Now we are going to talk about Buzzsumo's tools! We do this so that you know all the functionalities the programme offers and can use them in the best possible way.
Content information delivery
With Buzzsumo, you can understand which content is resonating the most with your audience.
The tool's social search mechanism is able to find the content that is being shared the most by subject, author or domain.
Instant research of the last 12 months
With Buzzsumo you can instantly search up to 12 months back. So, if you need to know what were the most read, enjoyed and shared topics by your audience last year, this is possible.
Advanced search
The resource also allows you to find the content most shared by your audience, allowing you to filter by text, video or infographic.
Social backlinks
While tools like SEMRush allow you to see backlinks that other sites made for your brand, Buzzsumo allows you to see the links shared by the audience.
The tool is constantly updated to ensure you see new backlinks quickly and in a streamlined manner.
Content restoration
Add value to your content strategy with selected content.
Find out which topics are interesting to your audience and share them daily with your audience.
Influencer research
As mentioned above, you can improve your marketing by having influencers spread the word about your brand to the audience your company wants to reach.
You can even follow them directly through Buzzsumo.
Understanding influencers
Buzzsumo allows you to understand what content influencers are sharing.
By seeing what content an influencer in your niche is sharing and the most talked about topics, you will be able to produce content that not only impacts your audience but also the influencers themselves.
Data export
Through Buzzsumo, you can export all the results regarding shared content links, influencer relationships, in CSV or Excel format so you can make a more detailed analysis, apart from being able to export this data to other software, such as your company's CRM.
Receiving content alerts
Buzzsumo sends an alert when an article mentions your keyword, when a competitor publishes a post that gets noticed or when a specific author publishes an article.
Much easier than doing that manually every day, right?
Refining your alerts
The program sends alerts the instant a piece of content is shared, apart from reporting it in daily reports.
You can define a minimum number of shared links to be reported in the alerts to filter out the most important content and reduce noise from unnecessary topics. Notifications arrive by email.
Content analysis reports
Buzzsumo produces content analytics reports in the format of a graph of content shared, content shared by network, content format, day of publication, duration of content and most shared topics.
These reports provide important information and generate a lot of ideas for the next content to be produced.
Competitor analysis
You can research which content is most shared by your competitors in order to understand which strategies are interesting for your brand.
You can also check what content formats they are using and on which social networks they are having the most success.
This way, you can take action on those same channels.
Competitor benchmarking
Buzzsumo's benchmarking reports compare the content performance of your competitors.
This way, you can produce differentiated content with the intention of getting more exposure in the market.
It is important to mention that differentiated content is what optimises your brand image in the market and enhances the performance of your corporate blog strategy.
Now that you know what Buzzsumo is able to do for you, for your strategy and how it can be useful in your Content Marketing actions, you will know that Buzzsumo is a great tool for your Content Marketing actions.
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