BuzzSumo for Higher Education

Digital Marketing Institute Case Study

Founded in Dublin, Ireland in 2008, the Digital Marketing Institute is fast becoming the recognised international certification standard for the digital marketing industry. The organisation works closely with global digital industry leaders to define the skills and qualifications required to thrive in this rapidly growing industry. We caught up with Inbound Marketing Specialist Mark Scully for a chat about how they use BuzzSumo.

Why do you use BuzzSumo?


We’ve been using BuzzSumo quite heavily over the past couple of months in the Digital Marketing Institute to help inform the content strategy of the business. In particular we use it to identify the types of content that are resonating with our audience, for monitoring content that has been particularly successful for our competitors and for keeping track of any new backlinks to our website.


It allows us to quickly brainstorm new content ideas by seeing what articles are attracting a large volume of social shares for a particular topic and timeframe. By carrying out this analysis, we get a feel of what is likely to be successful before we begin to put together our content.
Buzzsumo also makes the monthly reporting process much smoother for us by eliminating the need to use several tools to pull in the social share statistics of the content we’ve created in the past month. Let’s face it, no one particularly enjoys putting together monthly reports so we’re quite grateful that a tool like BuzzSumo exists!


How has BuzzSumo become essential for your day to day work?

It saves us time. A lot of time! We use BuzzSumo every day to help us formulate ideas for new content pieces and to assist us with identifying influential websites to approach about content placement. Before we purchased BuzzSumo Pro, we were heavily reliant on a number of tools to pull in the social share data of content we produced. Now with the time and resources we save in tracking social shares and new backlinks to our website, we can put more effort into the creation and distribution of our content

Why did you choose BuzzSumo?

We love trying out new marketing tools in the Digital Marketing Institute to help make our processes a little bit quicker and more efficient. For some time we have been searching for a content analysis tool that allowed us to quickly delve into data about the types of content that are working within our industry. Rather than be reliant on APIs, Excel and a little elbow grease; Buzzsumo brings all of the information together in one place for allowing us to identify the types of content that is resonating with our audience and that of our competitors.

Why would you advise other organisations to use BuzzSumo?

If content marketing is important to your company, you need to have BuzzSumo in your toolbox. It makes content analysis a breeze by eliminating the need to use several tools to pull in social share data for your own content and that of your competitors. The ability to have team access means that more than one person can setup content alerts, pull reports on content influencers and run analysis on what content is working for the business. It also can be invaluable in notifying you to new brand mentions that you can chase up for link building purposes. I’ve found that BuzzSumo alerts can be quicker than Google Alerts with alerting us to media coverage about our company which means that we can be quicker with following up to unlinked brand citations.

What is your favorite BuzzSumo Pro feature?

We’re big fans of the content alerts due to the ability to be notified by email when a particular person in our company has been mentioned in an article. This allows us to quickly chase up the website for a relevant backlink to the Digital Marketing Institute website. Content alerts can also be incredibly powerful in letting us know about any new content in the industry that is relevant to our company. For example it’s good for us to know about any articles that talk about the importance of digital marketing training and courses so we can lend ourselves to that conversation (and hopefully add value to the initial story!).