Finding content your audience will respond to using BuzzSumo.

By Heather Orr-Matinez

I'm taking a look at BuzzSumo today, which according to the website "allows you to discover the most shared links and key influencers for any topic."  They provide content discovery, alerts, insights, curation, research, planning and competitor research. I'm trying the free version, but you can upgrade to their more robust Pro version as well. 

Buzzsumo results page after searching for the keywords "social media". 


The goal of BuzzSumo, and other similar platforms, is to help you find blog or article topics that people are interested in BEFORE you pick your subject matter and put pen to paper. BuzzSumo searches the web for articles with the keywords you are interested in. You can narrow your search by content type, date the content was posted, language and country. An advanced search offers you more filtering options such as excluding words, finding content by author name, viewing only content shared on Twitter and so on. 

A nice feature BuzzSumo offers is allowing you to save your searches for later review. 

Tops two results when searching for the keywords "social media". 

The results include a breakdown of how the post faired on Facebook, LinkedIn, Twitter, Pinterest and Google+ (see example above). I tried entering the keywords "social media". As you can see in the image above, the article is listed on the left and its social media results to the right. You have several quick links available including: viewing the backlinks (which is only available in the Pro version), viewing influencers who shared that content on their own sites and quickly share the article on one of your own social media sites. 

If you select "View Sharers" you will get a list of accounts that have shared the article and what their influence is on social media (see example below).

Example of viewing shares from the "100 Best Instagram Accounts" article listed in the previous image. 

You can filter your results to focus on bloggers, companies and journalists, as well as average retweets, amount of followers etc. 

How is all this data helpful?

It takes a lot of the guess work out of deciding what your audience will find interesting. I'm not suggesting you should just regurgitate what everyone else is writing about and not generate your own unique content... using a tool like BuzzSumo will help you wrap your message around key search terms and subject matter that will get your message in front of the right audience and increase the potential of readers sharing it. 

You can also find influencers, bloggers and journalists who are currently writing about and sharing your topic of interest. Teaming with influencers gets your message out to an audience far beyond your potential reach alone. If you can't team up with them, simply following them and what they find interesting can be helpful.

BuzzSumo offers a lot more than what I've included in this short blog. I suggest taking a tour of the product by clicking here. It has a clean and simple interface, and provides quite a bit of information without having to purchase the Pro version. 

Let me know if you use BuzzSumo and what you think of it.