Why build the tool?
Understanding the competitive landscape of any industry is an essential step in any SEO or content marketing campaign. Rather than performing hours of manual data gathering, they leveraged BuzzSumo's dataset to quickly provide useful insight into a number of domains.
Our initial vision was for a tool to aid our reporting team, that soon grew into a tool that could help any marketing team understand the gaps that need to be filled to enhance their digital footprint.
As the tool has grown so has our level of insight. Understanding what content is being shared by each competitor gives our team the ability to build content that is likely to go viral.
How has the tool helped your business?
Blueclaw initially built the tool to help the team provide better reports. But they quickly found the additional insight they got by including data from BuzzSumo and other sources meant they could more easily set client's expectations and timescales.
MarketScout not only helps Blueclaw understand what each client needs, it also helps our team set client's goals and expectations with realistic timescales.
Luke also said that the tool they created allowed them to cut down manual work required by in-house teams from hours to just a few seconds as a result of the investment in creating MarketScout.
One major factor has been the reporting time, using this much data from so many resources can often take in-house teams hours to correlate. Using a small set of data, say 100 hundred phrases, only takes 30 seconds to pull the data together.
How did BuzzSumo's API help?
Blueclaw were able to quickly integrate BuzzSumo's API into MarketScout. They're now developing another tool to help identify the key influencers for their clients.
Using Buzzsumo has not only helped us understand who is using social the right way, it's also shown us who is the biggest influencer in each market. We are now building a tool to speed up ours and our client's social research time
You can read more about MarketScout here