Written by Fernando Maciá
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We propose a very practical way to plan a successful campaign, thanks to the advanced use of tools such as Buzzsumo and Buzzstream. Gianluca Fiorelli, SEO & Digital Marketing Consultant at MOZ.
Blog rings end up causing link building penalties. Content marketing, blogging to generate links is NOT the solution. It’s a myth: most blogs have very few links.
It is time to consider the budget we have to promote through content. So we look for links in big media and then the small ones will follow.
When we talk about content campaigns, there are things we must plan beforehand. It must have an end goal, so a good content audit must be done beforehand, in case we already have content that ranks well.
We should focus on developing content on thematic areas where we have the weakest positioning. That means that we must have done a good analysis of the keywords to target.
Only after this can we start making the content. A couple of years ago, the big fad was infographics when it’s not infographics that are successful if the content isn’t really worthwhile.
Buzzsumo as a tool for strategy planning
Buzzsumo is good because it helps us discover the formats and topics that are most popular at any given moment. Then we can start planning the themes. It is better not to use commercial searches.
Buzzsumo has a free version (free), a PRO version (70$/month) and a much more expensive agency version. It allows any type of search: keywords, domains, etc. To see what type of content is most popular for that search. We express searches using classic “how to” formulas “international SEO”, for example.
We can also create alerts to let us know when new content is popular in relation to our campaign. For example, for the search “international SEO” we can see a series of contents and sort them by number of shares in the different social networks.
We can see, for each content, who shared it and on which social network. We export to CSV and then merge the CSVs with merge on Mac to have a huge database that we can manage from Excel.
We look for what content works on the most frequent sites. What content they published and which were the most successful. This can allow us to discover authors who generate successful content. Then, I will ask those authors to generate the content I am interested in.
We can also search on a given domain on our topic: to see how much my topic is being talked about on a given site, and with what level of success. Then I can see if the pattern repeats.
Buzzsumo PRO Version
The PRO version allows you to export with more control, to analyze more in depth, but it is the one that really gives you the relevant information. Instead of searching for simple keywords, we can analyze a piece of content and it returns much more information. For international SEO we see that Twitter is the platform that should be used to viralize this type of content because it is more popular. For others it could be Facebook, Linkedin, Pinterest, Google+, etc.
We also see what is the preferred length of content that is most successful. We see that the longest posts are the most shared: between 2,000 and 3,000 words.
Buzzsumo PRO tells us which are the contents where most content about our topic is distributed. And it also allows us to see on which networks a website is most popular and what type of content is most shared.
With a higher fee, you can directly attack the Buzzsumo API and extract much more information directly to Excel.
After that, it’s about building relationships with the big influencers: I pamper them on social media and involve them in the actual creation of content. We can create our own influencer lists, build different types of audiences and create projects for different types of influencers.
We can search for contacts with the e-mail hunter plug-in to identify their e-mails. BuzzStream is the area for discovering new influencers.
Organization
Of course, all this work must be organized and we do it through a Dropbox where we centralize the different contents and resources to share with the different influencer profiles that participate in the campaign.
This way you can achieve great links that really do have an impact on the popularity of a campaign.
