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Director of BuzzSumo, a content marketing tool that finds the most shared content for any topic, provides insights into the content that works and the influencers that amplify content. It also provides content alerts every time a keyword or brand is mentioned, when new content is published by a domain or when content links to a domain.
Hi Brad, nice list thanks. Some more for me to review in SMToolbox. You could also add Topsy, which is a great Twitter search engine and BuzzSumo, which searches for the most shared content for any topic, author or domain across all networks.
Hi Albert, thanks. The data I reviewed didn't include click through rates though other studies have looked at conversion rates. I think you make a really important point about sharing as people do not always read or engage with content before they share. However, the New York Times did a great study available here on why people share http://nytmarketing.whsites.net/mediakit/pos/
They found 5 main motivations:
- to bring valuable content to others
- to define ourselves to others (make us look good)
- to nourish and grow relationships
- self-fulfillment, enjoy getting comments & engagement
- to get the word out about causes or great brands
Thus even if they don't personally read or engage, others may, it will certainly extend reach. Sharing is generally done as a positive act - so it enhances the perceptions of content being shared. Also the more shares the greater the social signals or social proof that adds value to the content. However, the data I had didn't show that it necessarily led to more conversions but overall I think sharing is generally a very positive relfection on content and can only help enhance the author or brand.
Hi Daniel, I think you are right that often influencers will have a preferred network and for some industries other networks like LinkedIn may work better. However, many influencers do use Twitter and if you find potential influencers via Twtrland, you can still connect with them via other networks like LinkedIn. The first task is finding them, you can engage and connect via a range of platforms though Twitter can work well in my experience.
Great post, really useful summary and categorization.
You can also try BuzzSumo for tracking successful content. You can search for the most shared content in any topic area or for any domain (your own or your competitor's). BuzzSumo is free and will show you the most shared content across all the main social networks.
Nice list Alexandra, agree with Avtar really like these lists. I would add BuzzSumo for searching for the most shared content across all networks in any topic area. It now covers Pinterest as well. You can also search for the most shared content for a competitor's domain and the key influecners that amplify their content.
Hi James, thanks. Really useful to use Google trends in this way. There is no question content marketing is rising both as a search term and a concept; and I agree with the points you make relative to social media marketing. However, running the same search for 'digital marketing' and 'content marketing' below shows that there has also been a large increase in search volumes for digital marketing (in red below - content marketing is blue) so overall there does appear to be more interest in this area, though not social specifically. (Image link in case image doesnt show in comments http://anderspink.com/wp-content/uploads/2014/03/Screen-shot-2014-03-16-at-12.25.04.png)
Also when you introduce SEO as search term in yellow below, we can see whilst content marketing is rising it hopefully has some way to go. SEO as a search term though does appear to be flat to declining. (Again Image link in case image doesnt show in comments http://anderspink.com/wp-content/uploads/2014/03/Screen-shot-2014-03-16-at-12.24.41.png)