As you know, at BuzzSumo we love to dig into content marketing data to discover what types of articles perform best.  Most recently, we wanted to find out more about long-form LinkedIn Publishing. So we researched more than 228,000 posts published at, and an additional 136,000 articles published on other sites.

We shared the research with Content Marketing Institute. Read the full report here.

Here’s the cheat sheet version:

  • The number of long-form posts published on has grown substantially since all users were given publishing access in 2014. 80,000 articles were published in 2015; 130,000 in 2016; and if early indicators hold, 2017 will see 377,000 articles.
  • Shares of content published on nearly doubled from 2015 to 2016 — going from from 31 million to almost 73 million.
  • In 2016, LinkedIn surpassed Facebook and Twitter for social shares of B2B content in many areas, even when that

When it comes to finding and consuming marketing data effectively, a great tool is just half of the picture. That tool needs to be fully integrated into a system or process in order to provide maximum value to its user.

We wanted to help our clients quickly and fully integrate BuzzSumo into a process that scales to meet the needs of agencies handling content marketing for multiple clients and brands. To do this, we worked with Neal Schaffer, social media strategist, consultant and author. Neal is an instructor at Rutgers University in New Jersey and at the Irish Management Institute. He is also the founder of his own social media agency, PDCA Social.

Neal, a self-avowed BuzzSumo power user, outlined a 5 step process that we think will not only help social media agencies, but brands and PR firms to get up to speed quickly with BuzzSumo.

The steps are …

Recently we teamed up with Mari Smith to discuss our research into Facebook’s most engaging posts, and Mari’s top tips for your Facebook content strategy in 2017. There were many questions from the content marketers who attended the session, so we followed up with Mari to provide the best answers to the most important questions.

We’ve divided this treasure trove of resources into three corresponding sections:

Research into the Facebook posts that performed best this year (Infographic)

Mari’s recommendations for the year ahead

Answers to marketers’ questions about Facebook marketing

If you’d like to skip ahead, you’ll find Mari’s recommendations here, and the Q and A section here.

And, if you, like us, are a fan of Lee Odden’s advice to be the best answer to your customers’ questions, you might just want a list of the questions, so that you can provide in-depth posts about them.

We’ve added the

Adapt or fade out of the Facebook newsfeed.

Facebook analysis is critical in a world of ever-changing social algorithms. In 2016, Facebook announced a series of changes to its newsfeed algorithms. The tweaks were designed to emphasize content from friends and family, reduce clickbait, and deliver content each user would find informative.

They also sent a clear signal to content marketers: the path to organic reach is narrower than ever, and it depends on serving your audience content they will find engaging. Two of our favorite experts summarized this well:

“Study what content generates most shares and engagement (both on your own page + others in your niche), and focus on publishing that type of content.” Mari Smith


“More engagement means more visibility in Facebook’s news feed. Facebook’s algorithm is more likely to give more visibility to posts that resonate well, to audition it in front of more people.”

Nurturing an audience, like scaling a mountain, requires skill and commitment. Multi-part blog series, in-depth webinars, and e-books are all a part of the process, and they require you or your team to do most of the heavy labor. But, these labor intensive content pieces aren’t an end in themselves. The aim is an engaged audience. With content curation, someone else’s labor sparks the conversation for you.

Think of quality content curation as the sherpa of content marketing — it gets you closer to the goal, while keeping the attention focused on you.

Content curation can:

  • Help you establish yourself as a trusted source for quality information about your industry.
  • Give you the opportunity to interact with your audience more often.
  • Build your own list of possible blog topics, speeding up your writing by providing a ready list of ideas to choose from.
  • Make reporting on earned media mentions much

When professionals from all over the world gather to talk about their craft, they create a tremendous number of ideas for themselves and their colleagues. That’s exactly what happened this week at Content Marketing World, the annual conference presented by our friends at Content Marketing Institute.

Set in Cleveland, it wasn’t hard to believe that for these few days at least, Cleveland was, as Joe Pulizzi, has envisioned, “the Content Marketing capital of the world.”

Cleveland rocks with football

The Content Marketing World Speakers blew us away with the depth and breadth of their presentations. Their ideas ranged from futuristic, philosophic, and disruptive to classic, actionable, and bottom-line focused.

Here are our 30 top takeaways from our time at the conference, with special thanks to other attendees who answered our call for help in providing you with the best summary possible. 

  1. “Mediocre content will hurt your brand more than nothing at all.” Joe Pulizzi.

Our latest research shows that video is now the top performing format on Facebook. The team that is killing it with their Facebook video is BuzzFeed Tasty with an astounding average of over 470,000 interactions per video. In this post we will share 5 lessons we’ve learned by analyzing BuzzFeed Tasty. You can improve the performance of your Facebook videos by applying them now. 

Go straight to the lessons.

You can see the overall growth of video shares on Facebook here:


Other types of content, particularly links, have not fared as well–they are creating less referral traffic than they did a year ago.

To learn more about what types of videos resonate with the Facebook audience, we analyzed the top 500 recorded videos posted during April and May 2016, as well as the best performing videos from the pages whose videos got the highest average number of interactions.


Mari Smith helps marketers increase their reach in this summary of Facebook questions and answers from a webinar and Facebook live session with Mari — the Queen of Facebook.

During those two sessions we were able to identify 56 questions from the audience-mostly marketers– about using Facebook. We thought that the list itself (and of course, the answers) would be a helpful resource for others.

To provide this list of Facebook questions and answers, we summarized Mari’s responses during the live presentations, browsed the Facebook comments from the live session, and added our own insight where we could. For a few we looked to other trusted sources for their input. If the question was answered by someone other than BuzzSumo or Mari, we’ve made a note of who answered the question.

If you, like us, are a fan of Lee Odden’s advice to be the best answer to your customers’ …

BuzzSumo recently published our analysis of 1 billion Facebook pages, identifying several best practices to maximize social shares on Facebook.

I thought it would be interesting to look at the Facebook pages that got the most interactions this Spring to see how they compare to each other, to the most popular pages in terms of likes, and to the best practices we recommended in our research.

The Cristiano Ronaldo Facebook page deserves extra consideration because it has a high number of fans, and a high level of interactions.

Key takeaways:

If you are pressed for time, here is a summary of my key takeaways:

  • A high number of page likes doesn’t guarantee that an audience will interact with your content.
  • Influencers drive brand awareness on Facebook, even if the brands they promote are far from the influencer’s own niche.
  • Diversify the focus of your Facebook page. Give people a

In the midst of meeting friends old and new, the BuzzSumo team was taking in sessions at Social Media Marketing World in San Diego. Here are 18 key takeaways from this idea-rich event.

Michael Stelzner:

“Live video is hot.”

In his opening keynote, the founder of Social Media Examiner, Michael  Stelzner, said that the growth in video marketing is the biggest surge that he has seen. The conference center was dotted with people filming live video snippets–some casually, others with more professional looking kits. Social Media Examiner led the way–facilitating live video with staging areas and numerous staff wielding smart phones and encouraging conference goers to chat about their experiences at the conference.

SnapChat is the next big thing

Stelzner also predicted that SnapChat will join Facebook and Twitter as one of the top three social networks. For an example of effective marketing with the SnapChat platform, Stelzner suggested …