Research Competitor Content Marketing

in Getting Started Tags: competitor researchcontent marketing

BuzzSumo allows you to track your competitor’s content performance. For example:

  • how their content performs in terms of shares across the networks
  • their most shared content
  • the content formats that work best for them
  • who is amplifying their content

Here is a quick overview on how you can use BuzzSumo to gain valuable information about your competitor’s content performance.

1. Review a competitor’s most shared content with a domain search

Type the domain name of your competitor’s website into BuzzSumo (you don’t need to type the http:// or www).

BuzzSumo will find for you and display the most shared content across all the main social networks for that domain. Thus at a glance you will be able to see your competitor’s top performing content including the headline, content type and the networks where it is getting the most traction.

Screenshot 2015-08-12 at 16.25.41

2. Re-sort the content

BuzzSumo will sort the list of most shared content by the number of total shares by default. You can re-sort the list by any of the networks such as by your competitor’s most shared content on LinkedIn. Just click the top of the relevant column to re-sort.

3. Apply filters

You can filter by:

Date:  You may want to see your competitor’s most shared content for the last day or the last month.

Content Type: You can filter by content type such as article, infographic or video to see which formats are working for your competitor

4. View sharers of your competitor’s content

Who are fans of your competitor’s content?

With BuzzSumo you can see who is sharing and amplifying your competitor’s content by clicking on ‘view sharers’  for a particular content item.  This will bring back a list of the influential people that have shared the content. The default list will be by relevance but you can re-sort this list by:

–          Number of followers

–          Retweet ratio

–          Reply ratio

–          Authority

5. Follow sharers and add to lists

BuzzSumo will show you whether you already follow the influencer on Twitter and give you the option to follow them and add them to a Twitter list. You might want to set up a Twitter list of people that share competitor content.

Screenshot 2015-08-12 at 16.29.40

In the case above you can see I already follow Ann and Joe but not Jan or Shane, thus I can review them and whether I want to follow them and to start building a relationship with them. You can follow the sharers that you want to target and engage with directly from within BuzzSumo.

You can also add people to a Twitter list. For example, you might set up a private Twitter list for influencers that amplify your competitor’s content. You can then follow that stream and start to engage with the individuals.

In order to build a relationship it is a good starting point to understand the influencer and identify the type of content they share. Using BuzzSumo you can view the links they have shared in the list form below and also in chart form by domain shared.

6. Analyze your competitor’s content

In BuzzSumo Pro you can run detailed content analysis reports for a competitor. Simply enter a competitor’s domain and you can run a detailed report showing the total articles published in a set period; the average shares per post; a breakdown by content type such as infographics, list posts, how to posts, videos, etc; their shares by social network; days they publish; and other details.

moz content marketing

7. Compare your competitor’s content performance

In BuzzSumo Pro you can do a domain comparison, where you can compare the content published on your domain with a competitor’s content. The report shows comparisons such as:

  • total articles/posts
  • total shares
  • average shares
  • shares by network
  • shares by content type

content comparison

In this way you can benchmark your content performance and learn from your competitors.

8. Create competitor content alerts

Finally you can set up alerts to track your competitor’s content and which will keep you fully informed about their content marketing. You can use three of the four content alert types in BuzzSumo.

A Competitor Brand Alert

This uses the keyword alert except we will use a competitor brandname,Trackmaven in this example. This will alert us whenever their brand is mentioned in any content such as an article or blog on the web.

keyword alert

If your competitor’s brand name is not unique you can use advanced operators eg + or – to narrow your alerts.

As with all alerts you can decide to receive your alerts in real time or as a daily digest and choose the language.

As a competitor alert we suggest you leave the minimum number of shares at zero so we see everything. If you get a lot of alerts you can set a minimum share level to filter the alerts.

A Competitor Domain Alert

Using a domain alert you can create an alert to be notified every time new content is published by your competitor, for example trackmaven.com. This saves you having to visit and review their site for new content.

A Competitor Link Alert

Using a link alert you can set up an alert which will notify you every time a site publishes a link to your competitor, such as Trackmaven.com. This will allow you to review each new link to Trackmaven and look at why. This may create link building opportunities.

link alert

You can choose to be alerted when someone links to an exact domain or any page on the domain. For competitor tracking we suggest you track links to any page on the domain.

All alerts will be emailed to you but you can also review them on the Content Alerts Dashboard as shown below.

trackmaven-alerts

 

Video Overview

Below is a 7 minute video which provides an overview on how to track competitor content marketing with BuzzSumo Pro.

 

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