Do you need a different strategy when developing or promoting B2B vs B2C content? What types of content, headlines, word count and topics will get more shares and leads on social? To help answer these questions we teamed up with Hubspot to analyze 175,000 blog posts published by their B2B and B2C customers.

We analyzed the differences between B2B and B2C content in terms of social shares, content length, performance on social networks, and broke it down in a free ebook to give you guidelines on optimizing your own blog posts.

We found a very different profile of social sharing for B2B and B2C content in our sample of 175,000 posts as shown below.


In our free eBook you can see the detailed data on the content that does well on Facebook, LinkedIn, Pinterest, Twitter, and Google Plus. We also provide examples of top-performing posts on different social networks. We …

With new four fresh primary victories in hand, Donald Trump is closer than ever to winning the Republican nomination for President — he is also dominating the political scene on line. The volume of shares for content about Trump towers over the shares of content about all the other candidates.

In this post, we will analyze four campaigns, specifically focusing on how their own materials and other content about them has been shared (or not).

How Trump won the social media contest:

  1. Content about non-establishment candidates gets more shares than content about mainstream candidates.
  2. Negative content drives shares as much or more than positive content.
  3. The main principle of influencer marketing holds true in political campaigns: What people say about you is more important than what you say about yourself.
  4. To gain shares, a campaign slogan should have value apart from the candidate’s name.
  5. Campaign gear can get shares, especially

Over the last several months, we have partnered with the public relations firm Infinite Spada to provide data for their analysis of content marketing by leading law firms and accounting agencies. We’ve summarized the analysis here with some of our own insights.

And the winner is…

Accountants. Across the board, articles produced by US accounting firms were shared more often than the content produced by the leading law firms. And, the margin between the two industries’ content shares was huge. Accounting firms  averaged 131 shares for their content while law firms grabbed only an average of 27 shares.

The accountants dominated shares of content even if the top four firms (and their in-house power marketing teams) were removed from the picture. With content from PWC and Deloitte, Ernst & Young and KPMG excluded, accountants’ content still got 33% more shares than the content published by leading law firms.


Unless …

Great content marketing reflects an ongoing cycle of Research, Amplification and Monitoring. Hashtags have a role to play at each stage of the content marketing process.

Last week, we partnered with Dan Mazzini, of for a webinar about Hashtag best practices. Here are our top action points and insights into how hashtags can help drive your content marketing reach.

1. Use Hashtags to amplify your content.

At their most basic level, hashtags are content amplifiers. People use them to search for information on social channels. Thus, tagging your content appropriately makes it easier for an audience to find you.

This amplification factor matters greatly because of the explosion of online content. The time and energy that an audience has for consuming online content is not growing as quickly as the volume of information at their disposal. The resulting “Content Shock” means that anyone who wants to gain or grow …

At BuzzSumo, we believe in the power of engaging with influencers to amplify content marketing. Influencer outreach is a powerful way to increase brand awareness, drive traffic and gain customers. Our own growth has been fed by strong influencer advocacy.

That said, we also acknowledge that the term “influencer outreach” can be a bit slippery. It encompasses a wide-range of activities that fall somewhere on a spectrum between total spam and authentic partnership.

Introducing tools into the process has the potential to push marketers toward either end of this spectrum. If we use the tools well, we gain valuable, enduring relationships. If we don’t, we populate the electronic trash bins of an ever widening circle of people.

Spam (1)

Amplification with Outreach Lists and Conversations:

The newest feature on our site bumps the needle toward the relational side of influencer outreach–for both brands and agencies. Like any good tool, it makes …

If you haven’t already joined the crowd on Pinterest as a marketer (B2B sellers, I’m looking at you), it’s time.

There are a couple of reasons.

First, Pinterest may not be the biggest of the networks, but it’s still huge: there are 100 million pinners worldwide, which is roughly equal to the population of the UK and Spain combined.

Another reason: the people using Pinterest aren’t just there for the pictures. They are there to shop. A study by Millward Brown and Pinterest concluded that 93% of people who are active on Pinterest are using the tool to plan purchases. That’s 93 million shoppers, in one place.

pinterest helps me make purchases related to these categories

The third reason is actually the most compelling to me.

Pinterest is more than a social network. In fact, it’s not even primarily a social network.

It’s a search engine. The CEO of Pinterest has made this point clear, saying in May 2015 …

The BuzzSumo team were busy running from session to session at Hubspot’s Inbound 2015 conference this week. Many of the sessions were full to the rafters, lines stretched down hallways, and lots of disappointed folk were turned away. These were our key takeaways from the event.

BuzzSumo’s best of August rankings show which digital newspapers got the most attention on social media, which stories performed best, and which top stories performed better on less traditional sites. We also provide insight into the content types, posting and amplification strategies that drive content amplification.

Here’s what we learned:

  • International news dominated social media feeds during August 2015.
  • From the United States, the New York Times and the Washington Post are the most shared digital newspapers.
  • From the United Kingdom, the Telegraph, the Guardian, and the Daily Mail top the list.
  • Sharing on Twitter is driven by audience size and reaching an influencer with an engaged audience.
  • There is a correlation between the rank of the newspaper page and the popularity of its content on Facebook
  • Non-traditional news sites like BuzzFeed and Huffington Post have more shares than many traditional digital newspapers

Most Shared Digital Newspapers

The and …

BuzzSumo’s best of July rankings show which digital newspapers got the most attention on social media, which stories performed best, and which top stories performed better on less traditional sites.

The leads the way among digital newspapers in total shares and average shares, followed by, and

Slide1My list of the top 10 digital papers was drawn from the US papers listed in a recent Pew Research Report, “Top 25 Newspapers by Digital Traffic,” a compilation based on the number of unique visitors in January 2015.

Of the top five papers, the also had the most shares for their top 10 most shared stories.

Slide1Based on this month’s social share data, and could soon overtake in the top 3 most popular digital newspapers.

Overall shares for the newspapers’ 10 most popular articles were dominated by the number of times readers liked, commented, or