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7 Tips to Boost Conversions

through Content with

BuzzSumo

Why do all the biggest brands create mountains of content?

Since Google changed it’s algorithm, content has become

the new SEO, generating lots of qualified traffic.

But there’s another reason. The better you are at creating

value with your content, the more conversions you can drive

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as well. The challenge is to know what your audience

perceives as valuable and how you can create it for your own

brand.

Fortunately, there’s a tool for that. If you’re looking for a

good way to create high-converting content, you need to

seriously consider BuzzSumo.

The Web application claims to let you analyze the best-

performing content for any niche. Let’s have a look at how it

works and how this can impact your own content strategy.

Source: Placeit.net

1. Do a Topic Search

When you start marketing with content, you probably have

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some idea of the topics around which you want to create

content. What you don’t know is whether others will find

them interesting.

Use BuzzSumo to check this out by doing a topic search. Put

your search terms in the search box and the results you get

will show whether your topic is popular and what kind of

content has already been posted on that topic.

Finding a topic that interests your audience is your first step

in creating content that converts and, as you can see,

BuzzSumo can help.

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To optimize your own content plan, compare popular topics

to your core topics. Is there a connection? Or can you make

a connection? Can you create some newsjacking pieces? Or

simply ride a trend, creating a series of articles that let you

join the conversation?

2. Check Out the Sharing Stats

A BuzzSumo topic search usually returns content in different

categories (currently articles, infographics, guest posts,

giveaways, interviews and videos) within the past year. For

each piece of content, you can see the domain, author,

publication date and article type.

Other columns show shares on the main social networks

(Twitter, Facebook, LinkedIn and Google+ and Pinterest), as

well as total shares. You can sort by any column and can also

change the date range to six months, a month, a week or (if

you want to find really hot content) 24 hours.

So, for instance, these are the top 3 LinkedIn articles in the

last week:

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While these are the top 3 shares in Twitter in the last week:

You can easily find out what type of content gets the most

shares, and this can guide your own content creation efforts.

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In my test, the top types of content were articles,

infographics and videos. Use the filtering tools in the left

column to tweak the display till you get meaningful data for

your own content strategy.

Then apply this information to your content planning. Are

you creating the types of content that are most likely to get

shares? And are you creating titles that are clickable? It’s

important that you pack your content with so much value

that people want to share.

3. Identify Your Best Platform

Another way to get better conversions is to share your

content in the right place. BuzzSumo helps you to identify

what does best on which platform, thanks to the ability to

sort by the social site column headers. Simply click on the

social channel you want to review, and you’ll see which

content is most popular in that channel.

You can also use BuzzSumo to check your own content (just

plug the main URL or author name into the search box) and

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see where it’s doing best. For instance, these are the top 3

articles from The Daily Egg in the past month:

How can this help you optimize your content strategy? Check

for possible conversion optimization failures such as lack of

relevance to your audience, poor web or mobile user

experience or too many social sharing buttons.

4. See Who’s Sharing

A recent addition to the BuzzSumo feature list is the ability to

see who has linked to a particular piece of content and what

content has been shared from particular sites.

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You not only see who shared your content, but their

authority, the shares they generated, and more.

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Don’t forget to use the sorting features to see whose shares

are getting the most reshares. Evaluate that content, and

you’ll know what content you should be creating to ensure

even better reach for your brand.

How do you use this information to optimize your own

strategy? Check to see if there are any common features

among the content being shared and linked to by

influencers. That gives you a head start in creating new

content they are likely to share. In this search, how-to

articles and titles with numbers did very well, which matches

some of the advice on writing great headlines.

5. Find Your Influencers, Build YourTribe

In addition to reviewing content on a particular topic, you

can also generate a list of influencers for that topic.

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A BuzzSumo search for any topic gives you the top 10

influencers sharing links on that topic. You can click an

additional link to see what they have actually shared.

If you narrow down the date periods, you can get a pretty

good idea of what interests them now and can tailor your

content marketing strategy to suit. The screenshot here

shows some of what the top influencers in conversion

optimization have shared during the past 6 months.

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Don’t stop there. You can use that same function to find and

follow influential people in social media so you can connect

with them and build genuine relationships (after all, you are

interested in the same things).

Have conversations with them (hey, it works on Google+)

and share their stuff. Taking time to get this step right will

increase your chances of having them share your top-quality

content when you publish it. More shares lead to more

attention, more leads and more conversions.

6. Enhance Your Authority

Authority and trust equals conversions, says Jessica Lee. And

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one great way to build authority is with guest blogging.

Since BuzzSumo has a filter for guest posts, use this to

identify sites that accept guest posts. As a bonus, you can

easily do another search to find out what content is most

popular on each of those sites. Then you can create content

that the sites want AND get it widely shared. That’s a double

win for your authority-building efforts.

7. Use BuzzSumo’s Research

BuzzSumo has done its own research on what makes for

viral content. (We probably all agree that viral content

means more leads and potential sales.) In an article on OK

Dork, BuzzSumo showed that the best tips for going viral are

are:

Create long-form content.

Include images in posts. (But then we knew that already.)

Appeal to emotions.

Use lists.

Promote your content after it has been published.

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It even suggests the best days for publishing content to get

social shares (Monday and Tuesday).

Pro BuzzSumo Features for BetterConversions

You can follow all the tips listed above with the free version

of BuzzSumo, but there’s even more in the Pro version. That

gives you content alerts for key topics so you can

immediately know when there’s something you want to

respond to.

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You can also do in-depth analysis of shares for different

social networks. For example, the sample analysis above

compared more than 9000 articles on content marketing

and showed more than 2 million shares in the category, with

Twitter dominating sharing activity. It also showed that list

posts were by far the most popular type of post for this

topic.

You can even compare content by domain.

BuzzSumo: A Sure Bet for Optimizingyour Content for Conversions

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With viral content analysis, an overview of widely shared

content and access to influencers, BuzzSumo is a great way

enhance the success of your content and help you achieve

better conversions. It can help with content curation too.

Which is why I heartily recommend it.

Are you using this useful tool? If so, what’s your favorite

feature? If not, what are you doing to optimize your content?

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