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Tag Archives: total shares

How to Generate Content Ideas Using Buzzsumo (and APIs)

Posted on June 5, 2015 by jeffriseo

Posted by Paddy_Moogan

Content is an important part of any digital marketing strategy. Whether it be content for links, conversion, education, search or any number of things. In this post I want to focus on one area—content that drives awareness of your brand.

One tangible way to measure awareness is by looking at new visitors that a piece of content attracts which is pretty easy (although not always perfect) using something like Google Analytics. There are other measures that can influence new visitors that I’m going to talk about as well:

  • Social shares
  • Links

Both of these can send traffic to your website, although I wouldn’t assume that they correlate exactly. This should explain why.

Nonetheless, chances are that if you’re creating a piece of content that is designed to create awareness, links and social shares are likely to be high up the list of objectives, just below traffic.

But where do you start? What content idea will work best?

If you haven’t already, I’d highly recommend you take a look at this deck from Mark Johnstone who is one of the best people I know when it comes to explaining what makes a good idea. Follow it with this post from Hannah Smith just last week on Moz on creative content research.

In this post, I want to explain one of the processes that we use at Aira to generate content ideas for clients. It’s not the only thing we do, but it gives us a massive push in the right direction, even in industries that may be tagged as “boring” or hard to understand. The reason for this is that we gather as much information as we can on what has already worked in a particular industry. We use an awesome tool called Buzzsumo to help with this, and I’m going to show you three core things:

  1. How to use the Buzzsumo tool (free and paid versions)
  2. How to hack together a Google Doc to automate some of the work for you and pull in additional metrics
  3. How to scale it up and create a tool that does the hard lifting and adds in other magic too

This is exactly the process that we’ve gone through at Aira. We started using the Buzzsumo tool as it was intended, then I wanted to get a bit more from it so I played with the API, then we saw the potential and built a proper tool that scales and pulls in other data. Each time we do a content strategy for a client, we tweak the process and usually add something new. So this is a work in progress but even right now it is working well.

The process is very data-driven and we don’t try to hide the fact that we’re learning from what others have done. The fact is that there is a wealth of data out there ready to be used to inform our decision making and the choices we make—so we should use it.

If you’re already familiar with Buzzsumo, feel free to skip to the section on using the API to see what else you can do with it.

The goals of content profiling

Before diving into Buzzsumo itself, I want to be really clear on what we’re trying to achieve through this process. It can be a long process (more on speeding it up later) and you can go down a few rabbit holes before getting the insight or takeaway that you’re looking for. So keep the following in mind as you step through this.

Overarching goal: Gather as much information and data as possible to feed into your brainstorming / content ideation process. So rather than just starting with a blank slate, you have lots of research behind you which can make your ideas a little bit better and allow you to make more informed choices.

This goal is important to remember because this process won’t magically give you fully formed content ideas, but it will feed into that heavily and lead to better content ideas and crucially, probably make you ditch some ideas that may not be so good!

There are a few secondary goals that help set the context for what we’re doing:

  • Learn what is working well in your industry
  • Learn what your competitors are doing well
  • Learn what social networks are best for you to target

Keep these in mind as you go through this process.

Using Buzzsumo for content profiling

To make this post more useful and easier to follow, let’s imagine we’re working with a client in the travel space and we’ve been tasked with coming up with content ideas for them. They are looking to get in front of their primary audience which is mid to high-end travellers.

Now let’s use Buzzsumo to try and see what is working in terms of content in this space that may appeal to this target audience.

There are two main ways for us to use Buzzsumo to find this information:

  1. Keyword based search
  2. Domain based search

We tend to use both types of search but it’s worth mentioning that occasionally, domain based searches are limited because client competitors may not be doing that much in terms of content creation—so there isn’t much for Buzzsumo to find! This is usually the exception though and even smaller websites have done some content at one point or another.

Keyword-based research using Buzzsumo

Let’s start by looking at a few keyword-based searches.

One thing we need to be aware of at this point is the difference between commercial keywords and content-driven keywords. Our travel client may be targeting keywords such as:

  • luxury holidays
  • last minute luxury holidays
  • luxury honeymoon destinations

Putting these into Buzzsumo will return some results, but the usefulness of them will not be as good as using content driven keywords such as:

  • luxury travel guide
  • best honeymoon destinations
  • guide to getting married abroad

These keywords are non-commercial in nature and therefore, the results we get back from Buzzsumo will be for content created using these keywords and not product / service pages that list holidays. Overall, Buzzsumo does a pretty good job of filtering out pages that are 100% focused on selling products / services, but a few do slip through sometimes.

You can search Buzzsumo using quotation marks if you want to narrow down results a bit, but we’ll start off broad with the following search:

I’ve also selected “Past Year” from the left hand side so that I stand a good chance of getting a good set of results with lots of data.

Here are what the results look like:

buzzsumo keyword search results

We can see the results ordered by total number of shares, then broken down by each of the large social networks too. You can dive into each result to view backlinks to that content and Twitter accounts that have shared that content too:

view sharers on buzzsumo

If you’re using the free version of Buzzsumo, then you can continue to run searches like this and doing a deep dive into pieces of content that catch your eye. Over time, you will start to notice trends and be able to take some actions based on what you see. Here are a few that we find most useful.

Seeing which domains appear the most

After only a few searches, you will start to notice domains appearing over and over again for your keywords. Just in the one screenshot above, we can see that A Luxury Travel Blog appears twice in the top few results. The first thing you should do is make a note of this domain so you can use it to do deeper research a little later.

Secondly, the important point here is that this domain clearly has a decent size audience because of the way it is consistently getting good amounts of social shares across multiple posts. This means that this domain could be a good one for you to take a closer look at and try to build a relationship / run a campaign with them.

Uncovering influencers who you can reach out to

After a few searches and deep dives, you will also see patterns in who appears the most when you click on “View Sharers” button. You should make a note of these people and again, start looking for ways to engage with them because you know they’re relevant to your niche and they are open to sharing content that you’re able to create.

Find the common themes / topics of content

The final thing that we tend to try and pick up on is the themes of the content titles too. After several searches, you will start to see what typically appears in the top results for your set of keywords.

Once you’ve done all of this, you should have a few things in your notes:

  • Ideas on what content themes perform best – you can use these to start your own ideation and brainstorming.
  • A list of domains that tend to get lots of shares – you can do a deeper dive on their content (see next section) and look to build relationships with them to help you promote your future content
  • A list of influencers on Twitter who tend to share relevant content – you can try to contact these people and see if they’d be open to sharing the content you create too

Now let’s move from a keyword-based search to a domain-based one.

Domain-based research with Buzzsumo

In the same way that you can run keywords through Buzzsumo, you can also run domains through it and find the most shared content on that domain. This is really useful when you want to do a deeper dive into domains that kept appearing in your keyword research, as well as taking a closer look at competitors to see if they are doing anything you can learn from.

One thing to note here is that sometimes you won’t get a great set of results back from Buzzsumo. This tends to happen in smaller niches or on particularly new domains where Buzzsumo may not yet have enough data to be useful.

Remember earlier that A Luxury Travel Blog kept appearing on our keyword searches? We can now take a closer look at them with a simple search:

buzzsumo domain search

The results look similar to a keyword search but as you can see, the results are limited to this domain:

buzzsumo domain results

Again, we can take a deeper dive and see what’s working for this particular domain. Just a glance at these top four results alone give me two insights:

  1. Posts that appear list focused / have a number of items on them appear to do well with the top three all being lists
  2. The same author has written the top two posts, which means we can take a deeper look at what she is writing and try to work out why this is

We can take a closer look at her content by clicking on her name:

author on buzzsumo

We can then do a bit of digging and try to find trends and insights that may help us when coming up with our own ideas. It may also turn out that she has a big social following which makes her someone you may want to engage with.

All of the above is available using the free version of Buzzsumo, which is great. The paid version lets you go a bit further in a few ways though, and given that pricing currently starts at $79 per month, I think it’s a reasonable cost and achievable for most people. So I want to talk about what you can do with the paid version too. Later, we’ll go a step beyond this and look at what you can do with the paid API as well.

Deep-dive content keyword analysis

When you run a standard keyword search like we did above, you need to keep an eye open for results that seem very useful, relevant, and have lots of results. When you find this, you can use Buzzsumo to do a bit deeper into this keyword and give you all sorts of useful data about the content produced around that keyword.

You can do this by using the Content Analysis report:

buzzsumo content analysis

You run a keyword search as normal and Buzzsumo takes a little longer than usual because it’s generating a much bigger report which includes a number of things. I won’t go into detail on every single one here, but I will give you my favourite sections.

Average social shares by network

average shares by network

This tells us which networks typically generate the most social shares for content that mentions “luxury travel guide.” For most B2C industries, the split between networks above is pretty normal, whereas you tend to see a much higher number for LinkedIn when it comes to B2B industries.

The interesting thing here, though, is not so much the split of shares between networks—most of us could guess that Facebook and Twitter would drive the most shares. What is interesting is the average number of shares because this can really help us get a sense of what is achievable with this particular type of content.

In the case above, we can see that, on average, a piece of content mentioning “luxury travel guide” gets about 40 Facebook likes and about 30 tweets. If your client or your boss is expecting 100,000 of each from your new piece of content, you can show them this data and it can help set their expectations a bit. The fact is that many pieces of content don’t get more than a few dozen social shares, but we only see and remember the ones that get hundreds of thousands and that is where our expectation is set.

Average shares by content length

average shares by content length

This one doesn’t really drive massive insights, but I want to include it because it can be a great one for driving home a point. The point being that you can’t just throw up a few hundred words of content and expect it to fly. It can happen, but for most of us, we need to invest time and resources into content creation, and long-form writing and guides can lead to lots of social shares.

Whether people read articles that they share on social is another story, but that’s for another day. The message here is that typically, content that is more in-depth and detailed will get more social shares. I’ve seen the odd exception when doing research for clients, but generally I’ll see the graph above over and over again.

Most shared domains

most shared domains by network

I really like this section of the analysis because it effectively becomes my outreach target list. Buzzsumo is telling me that when it comes to my target keywords, these are the domains that usually get the most shares. Therefore, these are exactly the domains where I want my client to be featured in some form or another. What Buzzsumo is doing here is a bit like what Richard Baxter talks about in this post on outreach where you are trying to be super targeted and not just going after random link targets.

Average shares by content type

average shares by content type

Total honesty here—this one can be a bit hit and miss. Generally, the more broad the keyword, the better results you get in this graph. The example above isn’t bad, but isn’t great either. What Buzzsumo is doing here is analyzing the articles that it’s crawled and trying to work out what type of content it is. In this example, they’ve been able to figure out what there are “How to” style articles, lists and videos related to luxury travel and it has given me the average social shares for each.

To give you a better example, here is a recent search I ran for another Aira client, I can’t tell you the exact keyword but this was the result:

average shares by content type detail

As you can see, there are far more content types and this gives us a good idea of what types of content can perform well. The interesting thing for this particular client was the disproportionate number of LinkedIn shares for “How to” articles which informed our research and gave us a path to go down to find out what was happening. We were able to take a closer look at this content and use this to make recommendations to the client.

There are other bits of data available in this deep dive report but typically, these are the ones I find most useful.

Deep-dive domain analysis

Just like with a basic search, you can switch out your keyword and put in a domain instead and ask Buzzsumo to do deeper analysis on it. Let’s take a closer look at Lonely Planet and see what data we can get that may help with content ideas for our travel client.

We get the same set of core graphs that I’ve mentioned above, but the takeaways and actions can be a little different when performing domain research. Particularly if you’re running a competitor through it.

average shares by network

The graph above shows us that Lonely Planet is driving a disproportionately high number of social shares through Facebook compared with any other platform. It would probably be wise for us to take a closer look at their Facebook page and see exactly what they are doing.

An additional graph from Buzzsumo which I didn’t mention above is this one:

average shares by topic

This is another one that can be hit and miss, but in this case, it is pretty useful because it gives us a rough idea of what topics drive the most social shares. There are a couple in there which aren’t very useful such as “travel”, “planet” and “us”. But the rest can help inform our ideation going forward and give us angles to research a bit further.

What is interesting about the graph above is the disproportionate number of shares on Pinterest that content focused on Italy gets, it gives us a route to go down to learn more and perhaps get some insights into our content process.

You can do this kind of analysis for competitors, too, and see what content is getting the most social shares, as well as what social networks are working best for them. At Aira, we were able to show one client how well Facebook was working for a number of their competitors which led them to hire a social media person into their team who could focus on this channel and grow the brand presence with their target audience.

All of the reports above can help you with the process of coming up with content ideas, whether you use the free or paid version of Buzzsumo, you’ll be able to get good insights and learn from competitors / the general industry to see what has worked before and feed it into your ideation.

Taking it a step further: Using the Buzzsumo API

Spoiler alert: If you have a Buzzsumo API key, just make a copy of this spreadsheet, input your key and all of the stuff below will magically work.

We used the above process a few times at Aira and it works well, but we wanted something a bit more powerful and quicker. It can take a while to run these reports, especially if you have lots of keywords and domains to check. I had a quick look at the Buzzsumo API and saw that it used JSON which is something I’d worked with before in Google Docs, so I decided to try to hack something together that could eventually be developed into a tool—if it worked.

For me, as a non-developer, that was a big if!

I wasn’t looking to create anything fancy or scalable though, I just wanted to build something that worked and could be used as a prototype for building a “proper” tool—more on that below or you can jump ahead.

I did start off with a few simple things in my mind though—the problems I was trying to solve by using the API and not just using the app itself. Given that some development time is needed to build this tool, I need to have good reasons to invest the time. For me, I had a few good reasons:

  • I wanted to run the tool for lots and lots of keywords and lots of lots of domains at the same time. Buzzsumo can do this, but you still have to type in the advanced search query. I just wanted to copy and paste keywords / domains into a single field and hit go! This is even more important to us because of the way we gather keywords and domains which is covered in the next point.
  • We use an internal tool based around the SEMrush API to gather keywords from client competitors and it would be super cool and quick to pass the output from this tool straight into the Buzzsumo API.
  • We have another tool that tells us who a client’s true organic search competitors are, and similar to the previous point, it would be super useful to pass these competitors straight into Buzzsumo for processes and to give us lots of cool data about their content.
  • We wanted to add in additional metrics that Buzzsumo doesn’t give us for each URL such as Moz metrics, Majestic metrics and sentiment / demographic analysis
  • Buzzsumo doesn’t give you “live” numbers when it comes to social shares, so if we used the API, we could integrate with the Shared Count API to recrawl the URLs and get fresher social numbers.

These reasons were enough for me to explore the API a bit and see if it could help solve these problems.

For those of you who actually know what you’re doing when it comes to coding / APIs, etc., please don’t scrutinise my work too much! I’m what you’d call a copy and paste coder and I’m sure there are cleaner / more efficient ways to do what I’ve done. Remember that the point here is to build a prototype that could be scaled into a full tool.

You will need an API key from Buzzsumo to do any of this work and it comes with their agency plan which isn’t super cheap, but is very cost effective for agencies who are doing lots of this kind of research.

Let’s start with the basics of the Buzzsumo API and what you can get from it.

There are five main ways of getting data out of Buzzsumo:

  1. Top content – returns the most popular content for your chosen domain or keyword
  2. Top influencers – returns influencers for the topic of your choice
  3. Article sharers – returns a sample of people who shared a specific article on Twitter within the first few days of it being published
  4. Links shared – returns a list of links shared by an influencer of your choice
  5. Average shares – returns the average number of shares for content published in the last six months from a particular domain

We’re going to focus on the first one for “Top Content” as this follows on nicely from the steps I’ve already outlined above. I’ll talk about the other options for the API in another post 🙂

You can view the documentation for the Top Content section of the API here. The request API looks like this:

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http://api.buzzsumo.com/search/articles.json?article,infographic,video,guest_post,giveaway,interview&q=lonelyplanet.com&result_type=total&num_days=7&page=0&api_key=API_KEY_HERE

Let’s break this down and see what is happening.

http://api.buzzsumo.com/search/articles.json?article,infographic,video,guest_post,giveaway,interview&q=lonelyplanet.com&result_type=total&num_days=7&page=0&api_key=API_KEY_HERE

This is the URL we need to access to API and the bit at the end tells Buzzsumo which of the five types of API we want to access and the format we want the data to be returned in.

http://api.buzzsumo.com/search/articles.json?article,infographic,video,guest_post,giveaway,interview&q=lonelyplanet.com&result_type=total&num_days=7&page=0&api_key=API_KEY_HERE

This should feel familiar to you because it matches the options you get in the Buzzsumo App:

content types in buzzsumo

Changing this section of the string allows us to focus our research if we want to. So if we only wanted to see results where Buzzsumo has classified a piece of content as an infographic or a video, the string would look like this:

http://api.buzzsumo.com/search/articles.json?infographic,video&q=lonelyplanet.com&result_type=total&num_days=7&page=0&api_key=API_KEY_HERE

Generally, we tend to not change this bit of the string as we want as many results back from Buzzsumo as possible.

The next part of the API call is this bit:

http://api.buzzsumo.com/search/articles.json?article,infographic,video,guest_post,giveaway,interview&q=lonelyplanet.com&result_type=total&num_days=7&page=0&api_key=API_KEY_HERE

This is where we define the domain or keyword that we want to run research for. Obviously this will change for each search you do based on what you need.

Next up in the call, we have:

http://api.buzzsumo.com/search/articles.json?article,infographic,video,guest_post,giveaway,interview&q=lonelyplanet.com&result_type=total&num_days=7&page=0&api_key=API_KEY_HERE

This simply tells Buzzsumo how to order the results. By default, this will be set to total and the results will be ordered by the total number of social shares that a piece of content has. If you’d prefer the results to be ordered by something else, you can switch out for Facebook, Twitter, Pinterest, etc.

Next in the call is:

http://api.buzzsumo.com/search/articles.json?article,infographic,video,guest_post,giveaway,interview&q=lonelyplanet.com&result_type=total&num_days=7&page=0&api_key=API_KEY_HERE

This tells Buzzsumo how far (in days) we want to go back to get data. We typically set this to 360 which is the maximum amount of time you can go back.

http://api.buzzsumo.com/search/articles.json?article,infographic,video,guest_post,giveaway,interview&q=lonelyplanet.com&result_type=total&num_days=7&page=0&api_key=API_KEY_HERE

This tells Buzzsumo what page of results to start at, with 0 being the first page.

http://api.buzzsumo.com/search/articles.json?article,infographic,video,guest_post,giveaway,interview&q=lonelyplanet.com&result_type=total&num_days=7&page=0&api_key=API_KEY_HERE

This is where you set your unique API key which allows you to run these requests.

Integrating with Google

Now that we know what the API request looks like and what we can play with, let’s look at how to pull this into Google Sheets.

Fortunately (for non-coders like me) there is a cool function in Google Sheets called =importjson. It’s similar in many ways to =importxml which you may have read about before.

This function doesn’t work out of the box, unfortunately, you have to go through a couple of simple steps to install a script first, but it’s really easy and well explained in this blog post on Medium.

Once you’ve done that, you can start by performing a simple API call using the structure I’ve shown you above.

Simply paste the following into a cell in your Google Sheet:

=ImportJSON(“http://api.buzzsumo.com/search/articles.json?article,infographic,video,guest_post,giveaway,interview&q=lonelyplanet.com&result_type=total&num_days=7&page=0&api_key=API_KEY_HERE”)

After a few seconds, you’ll see something like this appear:

google doc for buzzsumo api

Yay! Data! It’s amazing when stuff just works.

Once you’ve pulled the data in for your chosen domains or keywords, you can do whatever you want with them. At a basic level, you can simply build an API call for each of the domains and pull the results into different tabs in your Google Sheet. So you’d end up with tabs that look something like this:

tab labels for data analysis

From here, you can use the built in Google charts to visualise the numbers you find and compare competitors to each other.

What is more interesting, is running a single API call and getting data back for several competitors or keywords at once. To do this, you simply use an advanced search in your API call. Continuing with the same example above, we’d edit our API call so that it says this:

=ImportJSON(“http://api.buzzsumo.com/search/articles.json?article,infographic,video,guest_post,giveaway,interview&q=lonelyplanet.com OR wanderlust.co.uk OR cntraveller.com&result_type=total&num_days=360&page=0&api_key=API_KEY_HERE”)

The results now look like this:

updated google doc for buzzsumo api analysis

What can we take from this?

Well, Lonely Planet is kicking ass because they own 19/20 of the most shared articles. The only exception is Wanderlust who appear in position 9.

We can also take all of the content titles and put them into a word cloud tool such as Wordle and get something like this:

travel site keyword word cloud

You’ll need to remove a few keywords such as the brands and common words that you’d expect, but the output can give you a good overview of the content themes being pushed out by your chosen domains or keywords.

But remember one of the problems I was trying to solve? I wanted to be able to drop in a list of keywords and competitors and have Buzzsumo fetch the data, rather than having to type it all in manually in the app.

I managed to get to the point where I could do this:

integrated google doc for analysis

The eagle-eyed among you will notice there are a few hidden rows in this screenshot. I’ll unhide them in the next screenshot so that I can show you what is going on and how you’d replicate what I’ve done above.

Remember I showed you how to build the API call above? I’m using Google Sheets below to build an API call and am simply using the =concatenate function to do so. In the following screenshot, I’ve used this function to concatenate my list of domains and keywords into the standard format for a Buzzsumo advanced search:

concatenated cells

From here, I can use concatenate to build my API call. Cell A13 simply concatenates A8, A9 and A10. I’m know there are more technically efficient ways to do this using scripts, but as I said, I’m not a developer and I’m just trying to prove a concept here as quickly as I can.

building buzzsumo api call in google docs

My output is a list of the top 20 results from Buzzsumo, ordered by total shares from all three domains and two keywords. I can take this data and run whatever analysis I want on it to find what content seems to perform best in terms of social shares and feed this into my content ideation process.

Adding in live social shares

One of the goals of using the Buzzsumo API rather than the web interface was to pull in up to date social share numbers for each URL we find. Unfortunately, Buzzsumo gives us social data that isn’t always up to date. They fetch social data for each URL at different intervals and generally update older URLs less than new ones.

Luckily, pulling social share data into Google Sheets is really easy.

All you need is a free API key from Shared Count and the script from this blog post on Render Positive. Make a copy of the Google Sheet from Render Positive, then follow these steps.

1) Go to Tools > Script Editor

create a form

2) Click on this option:

sharedcount script

3) Make a copy of the script:

code for sharedcount script

4) Go back to your own sheet and click Tools > Script Editor

script editor

5) Click File > New > Script file

script file

6) Paste in the script you just copied and save the script

pasted script

7) Finally, you’ll need to edit this cell reference to the cell where you plan on pasting your API key from Shared Count:

cell reference for API

That’s it!

Now if you want to use the script, you just need to enter the following in the cell of your choice along with the cell reference for the URL you want social shares for. Here are the five that Buzzsumo use:

=SharedCountTwitter(A1)

=SharedCountFBTotal(A1)

=SharedCountLinkedIn(A1)

=SharedCountPinterest(A1)

=SharedCountGPlus(A1)

You’ll end up with something like this:

sharer count

Or, you can of course just make a copy of this spreadsheet and everything is already set up for you!

So after all of this, I ended up with a Google sheet that did the job for me and solved most of my problems with using the Buzzsumo web interface. After a couple of successful client projects using this process, we decided to build out a more powerful and scalable version of the tool. The additional bonus being that it was less likely to break than my cobbled together Google sheet!

Building out your own tool using Buzzsumo

Importing data into Google sheets is one thing, but it only takes us so far and doesn’t tend to scale particularly well. To overcome that we have the option of building our own piece of software that uses the principles I’ve mentioned above to move things to the next level.

In this example our programming language of choice is PHP. As above, there are a few options that you pass into the API (including they keyword or domain, page number, number of days and your API key) so the overall principle is the same. Here’s what we do:

Firstly, we build the Buzzsumo API call and save the URL into a variable:

http://api.buzzsumo.com/search/articles.json?q=’.$url_or_keyword.’&result_type=total&page=’.$z.’&num_days=’.$numdays.’&api_key=’.BUZZSUMO_API_KEY;

We then use that to grab the data and store it in another variable:

$json = file_get_contents($buzzsumo_url);

Finally, we take that data and translate it:

$response = json_decode($json);

Moving on from there, we take the response and pull out the data for each URL:

foreach($results as $result) {
// Get the URL & number of social shares, and then save them into a database
}

The important bit there is that we save each of the results into a database because that means we can take a massive data set for numerous domains and keywords and then look for trends.

To show what can be done we took an example set of 7 sites that we’re going to run through our profiler. The process, and results, can be seen in the video below. This is just a quick example of what can be done, with some time and imagination, you can do a lot with the Buzzsumo API and mash it up with other APIs to get a really cool data set.

As you can see, within a couple of minutes we can look at the top content for each of our chosen sites, as well as see which networks are most effective for them. We’ve also built in an export function that easily allows us to drop the data into Excel and do a manual analysis of the results. You may have also spotted that we’ve added in Moz and Majestic data which allows us to do analysis along the line of what Buzzsumo recently did in this post.

That’s about it! In summary, the standard version of Buzzsumo can help you get great insights to feed into your content ideas and strategy. If you have the time and you’re working across lots of clients, it’s definitely worth taking a look at the paid version and making use of the API if you (like us) wanted to mash up the data with other APIs.

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Marketing Resolutions: Moving from Lag to Lead

Posted on December 27, 2014 by jeffriseo

Posted by Dr-Pete

It’s that time of year – time for all of us to promise to be better people starting January 1st: people who always drink eight 8-oz. glasses of water, floss every night, and never watch 12-hour marathons of Real Housewives when we should be working. Even at work, we’re busily crafting our Q1 and 2015 plans for world domination, or at least for not-getting-fired, and trying to ignore how painfully short we fell in Q4 and 2014. This time, it will be different.

The Problem with “Lag” Goals

This is a post about marketing goals, and the insanity of failing the same way over and over. I think it might help to start with a more personal example, though. Let’s say that you make a typical New Year’s resolution – you resolve to lose 10 lbs. in Q1 of 2015. What will happen when April 1, 2015 arrives? You’ll step on the scale and look back at your progress (or, just as likely, lack thereof):

At this point, you’ve either succeeded or failed, but when you step on the scale, your fate is no longer in your hands. You’re looking back at the past, measuring lag metrics – put simply, the event has already happened, and you’re just waiting for your grade.

There’s nothing wrong with accountability, and some of our lag metrics are necessary. If your company plans to spend $5M in 2015 and doesn’t want to borrow money, you’d better make more than $5M – that’s just math.

The problem is simple – when it comes time to step on the scale, our fates are already sealed. We’ve set an objective, but we’ve given ourselves no clear path to influencing that objective. We’re trapped always looking backward.

What if, instead, you resolved to exercise 20 minutes a day, 3 days a week?

Congratulations, you’ve just set a lead goal. While both goals are measurable, only one is really actionable. Resolving to exercise 3 times a week is forward-looking – you can measure as you go and check off the boxes every day (or nearly every day). If you get into trouble, you’ll know early.

The Myth of Marketing Goals

Of course, we set lag goals in business all of the time. We want our content to generate 5M pageviews in Q1, or Post X to deliver 3,000 re-tweets, or our ranking to go from #3 to #2, or conversion to go up to 3.5%.

It’s fine to have objectives, but I’m going to say something controversial – I believe we are suffering from a mass-delusion. We are confusing saying big numbers out loud with actually achieving something, as if simply giving the number a name has conjured a benign spirit of profitability.

Let me pick on myself for a minute. In late 2013, I set a goal of writing three blogs posts that collectively earned 100,000 views (any three, it didn’t matter). I failed to achieve that goal, which like all failure, didn’t feel very good. The truth is, I set myself up to fail – I had no plan of action, no definable progress, just a number painted on a bulls-eye.

It’s worse than that, though. Think about what I implied when I said out loud “I want 100,000 views!” (I beseech thee, oh ancient gods of analytics!). Can you spot the problem? I implied that, prior to making my wish, I
didn’t want 100,000 views. It’s as if I just woke up that morning and realized more was better.

Of course, I
always wanted more traffic – that’s painfully obvious. The problem is that the vast majority of marketing goals boil down to “Give me more!” It’s fine to be ambitious, and it’s necessary to refine your ambitions into achievable numbers. What’s not fine is to confuse that most basic step 1 with actually accomplishing something. We sit in boardrooms, shout big numbers to the wind, and pat each other on the backs, as if shouting was a virtue.

A Story of Lead Metrics

At the end of last year I tried an experiment – at the time, I didn’t know I was replacing lag goals with lead goals, but that ended up being exactly what I did. Long story short, I decided to try something new on Moz’s Google+ account. As part of my research, I have a lot of screenshots of features Google seems to be testing. They often aren’t enough to justify a blog post, but it occurred to me that they might be a good fit for Google+.

So, I set out in typical fashion – setting a lag goal to post these screenshots “regularly” (failing to define what that actually meant) and then achieve 1,000 total +1s and 500 total shares over a 6-month period (each post would only take me about 5 minutes, so it was a minimal investment).

Then I had that sinking feeling – how exactly was I going to achieve this, and how often should I post? I looked at my recent data and decided that 2 posts per week was realistic. So, I changed my goal to posting 2 interesting screenshots per week for 6 months (52 total). My goal had changed from lag to lead.

Ultimately, because my path was clear and I could hold myself accountable every week, I published 59 updates to Google+ based on this project. What’s interesting is what happened when I stepped on the scale:

Those 59 updates ended up getting 1,711 +1s and 799 shares. By creating an actionable lead goal, I actually eclipsed my original lag goals (beating them by +71% and +60%, respectively). Even better, I had a repeatable process that I could continue to use to achieve future success.

The Agony of Success

That last point is important, and I don’t want it to be lost at the end of one sentence you probably skimmed. We’re all aware of the feeling when we step on the metaphorical scale and realize we failed to achieve our goals. I could never describe it to you as vividly as you can probably picture it yourself.

Ultimately, though, it wasn’t failure that convinced me of the need for lead goals in my own marketing plans – it was success. Over the past couple of years, I’ve been fortunate enough to have a couple of major content marketing successes. Chief among them is the 
Google Algorithm History, which has topped 1.5M views in its lifetime and is actually getting more traffic as time goes by (it’s already topped 600K views and half a million uniques in 2014).

You’re probably thinking that this is a real tragedy for me. Here’s the problem – when we succeed, it obviously feels good, we celebrate, and we have our moment. When that moment passes, though, we’re left with what can be a terrible, sinking feeling, that I can only summarize as: “Now what?”

Success raises expectations, but so often we don’t understand why we succeeded. Even when we do understand why, the people around us often just think we can “do more of that!”, even if “that” (whatever that is) can’t really be repeated. I can’t just build another Google Algorithm History.

The Content Team at Moz has faced a similar struggle with the 
Beginner’s Guide to SEO. The Beginner’s Guide has topped 2.3M unique visitors in 2014, by far the most successful piece of content we’ve ever created. Naturally, we want to repeat that success, but what does that mean? We can’t just take something completely unique and do it again. Maybe our success wasn’t an accident, but it wasn’t exactly a formula, either, and success can leave us feeling just as helpless as failure.

So, why are lead goals different? They’re different because they outline specific, measurable actions. If those actions succeed, you’ll automatically have a path forward. That’s not to say that every successful action will continue to work forever or that you’ll be exponentially successful, but when the moment comes that you think “Now what?”, you’ll at least have a piece of the answer.

The Evolution of Objectives

I’m not pretending that these ideas are completely original. Over the past few years, we’ve all seen an evolution in goal setting. Here at Moz, like a growing number of companies, we use the OKR process. Even
Google has championed OKRs recently.

If you’re not familiar with it, OKR stands for “Objectives and Key Results”. The idea is fairly simple – instead of just creating a broad, ill-defined goal, you have to break that goal down into specific, measurable results. As this process has evolved, many people have added a critical action layer, breaking down the steps necessary to achieve those key results (which, in turn, will signal that the objective has been achieved).

Sound familiar? Key results are essentially lag goals, and actions are lead goals, working together in what theoretically is perfect harmony. Here’s the problem – most of us continue to carry all of our bad habits into this process. So, ultimately it looks something like this:

We focus a ton of time creating an important-sounding objective, agonize over turning that into a few key results (to make the boss happy), and then slap together a list of actions 5 minutes before our review. Most of our time is spent at the top of the process, which is completely backward. This is what the process should look like.

Yes, well-thought-out objectives are important, but actions don’t just magically trickle down from them. Ultimately, those objectives have to be built on a foundation of concrete actions and well-defined key results. We’re outcome focused, because outcomes sound impressive, but we’re so obsessed with perfecting the outcome statement that we put little or no thought into how to make it happen.

Your Challenge for 2015

I’m not suggesting any of you abandon lag goals and metrics. We have to evaluate outcomes. If nothing else, other people are going to judge us based on traditional outcomes, like traffic and rankings and social mentions. The trick is to take those outcomes and chart a path to them, using goals we can measure along that journey (and not just looking back when it’s over).

If it helps, think of lead goals as hypothesis testing. For example, I’ve been studying Moz content this year and have determined that my engagement on Twitter and Facebook is falling while our engagement on Google+ is increasing. In other words, Google+ success seems more highly correlated to broader success metrics than other social networks. Unfortunately, Google+ is also where I spend the least amount of my time. So, I’ve set myself a challenge in Q1 to spend a specific amount of time each day on Google+ and actively share other people’s content.

I can’t guarantee that will work, no more than I can guarantee Moz will meet its financial goals. However, I can measure my progress along the way, course-correct as needed, and, if that experiment works, I can continue my actions into Q2 to generate more successful outcomes.

So, I’d challenge you to experiment for yourself. You don’t need to sell your entire organization on lead goals. You don’t have to dump your lag goals (in fact, please don’t). Just take 50% of the time you’d normally put into crafting that perfect objective statement and use it to map out a path of specific, measurable actions you can take every day. If they work, keep doing them. By the end of the year, you may be amazed by the results.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

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