BuzzSumo for SEO and Digital Agencies

ClickSeed specializes in SEO, audience development, and content marketing services for major online publishers and leading B2B enterprises who seek to drive meaningful business growth through search. We caught up with founder Jim Robinson to see how they use BuzzSumo.


Why do you use BuzzSumo?

Buzzsumo is the ultimate tool for anyone who’s responsible for developing and amplifying online content that effectively builds audiences and drives revenue growth. As a boutique digital agency, we focus on providing SEO & audience development for major news and magazine publishers, as well as content strategy, writing, and marketing for B2B enterprise clients.

In both cases, we rely heavily on Buzzsumo to help us understand which topics and content types have the highest likelihood for success, and which channels we should focus on to maximize exposure as efficiently as possible.

Has BuzzSumo become essential for your day to day work?

As the agency owner, I not only think about the features and utility of a given software tool, but also how cost effective the software is and how efficiently I can integrate it into our process. Buzzsumo not only has a variety of compelling features that has made it essential for our day to day work, but the product’s pricing and intuitively designed interface have made it a breeze to integrate into our process.

We use it during multiple phases of our digital campaigns, from site assessments and competitor analysis, to content ideation and pitch development, to building influencer lists for promotion/amplification, and ultimately to monitoring our results through its robust monitoring features. It’s actually been incorporated into our standard operating procedures.

What is your favorite BuzzSumo Pro feature?

If I had to boil it down to a single feature that I consistently find useful and exciting, it’s the Monitoring feature. For us, the alerts we receive represent the fruits of our labor, especially when they’re in the form of new backlinks and brand citations. Those kinds of alerts provide us with a real-time picture of where we’re getting traction in our campaigns.

On numerous occasions the tool has notified us of some very valuable citations almost immediately after they were published, allowing us to quickly engage with the publisher through blog comments and social media. That not only helped us identify new influencers who are likely to link to our content again in the future, but it allowed us to amplify the publisher’s content to our indirect benefit.

Monitoring is also very versatile since you can base alerts on brand or keyword mentions, as well as backlinks. We’ve found that to be incredibly valuable for market research and competitor analysis. In some cases we’ve watched entire competitor campaigns unfold through a series of brand mentions or keyword-based alerts that occur over days or weeks. It’s provided tremendous insight into how those competitors structured their campaigns, where they focused their outreach, and whether or not they ultimately found success.

Why did you choose BuzzSumo?

I first heard about Buzzsumo through this excellent post on the Moz blog by Matthew Barby. Once I started using the tool, I realized there was nothing quite like it in the marketplace. Although much of the same data was available through one or more sources, I hadn’t found another product that pulled it all together into an easy to use interface that made the data so readily actionable. Shortly after I started using Buzzsumo, I became an evangelist for the tool and began recommending it to my publisher clients, like Rolling Stone , as well as some fellow agency owners, several of whom have become loyal Buzzsumo clients.

As I continued using Buzzsumo over time, I really appreciated the ongoing improvement and feature additions in the product. The addition of backlinks data directly into the Most Shared reports, for example, is an improvement that really brought Buzzsumo to a new level for me. Being able to view the most shared content by keyword or by domain and then immediately cross reference that with the number and source of backlinks is incredibly powerful.

Why would you advise other organisations to use BuzzSumo?

I think in-house marketers and agencies can benefit most from Buzzsumo by building an efficient content marketing process around it. The Most Shared feature is ideal for understanding what content topics and types have been most successful for competitors and where you may have gaps in your own content offerings. Diving into the Content Analysis feature will help you understand which channels deserve the most focus and ultimately how much you might need to budget to for paid promotion to keep pace with competitors, based on the engagement numbers you’re seeing. Analyzing who the influencers are around certain topics and websites will allow you to build killer outreach lists, and using the monitoring features will help you track where you’re getting the most bang for your buck.

News publishers and media organizations can also benefit tremendously from Buzzsumo. For example, using the Most Shared feature and filtering by specific date ranges can provide tremendous insight into what content is most successful around major recurring events. We love using that type of analysis in combination with Google Trends to predict what stories will drive massive traffic for recurring events like awards shows, elections, or financial market activity, for example.

Showcasing influencer metrics and audience engagement also tells a compelling story to potential advertisers, so sales teams might be very interested in the stories you can tell from Buzzsumo data. And the Top Authors report can provide a bird’s eye view of the members of your editorial team who are driving the best results overall...or perhaps who you should consider recruiting from another publisher’s editorial team. Those are just a handful of use cases we’ve had success with, but with a little creativity, the sky’s the limit.