How to Use BuzzSumo for Content Marketing & Influencer Outreach

What is BuzzSumo?

BuzzSumo - Content Marketing Intelligence Logo

BuzzFeed? BuzzStream? Buzz…Lightyear?!

BuzzSumo may not be as sexy as the other “Buzz” resources out there, but still an important content marketing and influencer outreach tool nonetheless!

Why is content promotion important? They used to say, if you build it (content) they will come. Unless you already have an established audience and fanbase, that will not necessarily be true. So building ‘buzz’ is just as important (if not more) than the content itself. Without a strategic plan of attack (weeks before a launch, not days…or hours), you will be setting yourself up for failure.

The following sections provides an overview of the benefits and features of BuzzSumo and how you can use it in your content marketing and influencer outreach efforts.

Top Content

This is the core function of BuzzSumo, which allows you to search by keyword or domain to find the most shared content found on the web. You can also use special search operators to help narrow or widen your search, similar to Google but not as robust. It will help in identifying what content is shared the most through social platforms like Facebook, Twitter, Google+, Pinterest, and LinkedIn. You have the ability to filter by content types: article, infographics, guest posts (even though guest blogging is dead), giveaways, interviews, and videos. To get even more granular, you can filter by date to find content that was shared the most by month to see if content was shared because of seasonality, or from a holiday or event. You can also sort the results by shares from each social network as well as export all data into a CSV to manipulate the data even further. Another added benefit to this tool is the ability to drill down and see which Twitter users shared the content and use that data to develop an influencer and outreach list for similar content pieces or by industry.

BuzzSumo, Content Marketing & Influencer Outreach Tool


The influencers function helps identify individuals by keyword/topic or (Twitter) username. Results are Twitter profiles with associated websites and their Moz Page and Domain Authority, along with the following Twitter stats: followers, retweet ratio, reply ratio and average retweets (how active and engaged is their audience). You can also filter by bloggers, influencers, companies, journalists and ‘regular’ people. I felt like this filter was a little rough (users seem to fall into multiple categories). You can also specify the city or country to identify and build relationships with local influencers. There is a simple follow button as well to begin building that initial relationship with the influencer (and possibly begin retweeting, favoriting and sharing relevant content to them). You can also drill down and see what type of content that individual shared to get a better idea of what content topics and types they tend to share more of. This will give you an idea of whether it would be in your best interest to build a relationship with that individual.

Content Alerts

Similar to Google Alerts, Content Alerts from BuzzSumo allows you to receive alerts in real time as soon as new content is published or as a daily digest whenever you’d like. Here are some example alerts you can create right away:

  • Keywords and brands, get notified when keywords/brands are mentioned
  • Domains, get notified as soon as a domain publishes new content
  • Links, get notified immediately when there is a new link to a domain you are tracking

BuzzSumo - Content Marketing Influencer Tools | Internet Marketing Inc.

Content Analysis Reports

This is probably my favorite feature from BuzzSumo. Enter a keyword or domain into the search bar and wait for the report to run. What you will get from the report is valuable insights that you can use for content creation and promotion. Here are some of the metrics:

  • Average Shares by Content Type – Should you continue publishing regular blog content or possibly how-to articles and lists and videos?
  • Total Shares By Date Published – Find out what day of the week your content topic will resonate the best with your customers and readers.
  • Average Shares By Content Length – Are readers looking for more content than you are currently publishing?

BuzzSumo - Content Analysis Reports | Internet Marketing Inc.

Should you invest in BuzzSumo?

This is something you should definitely ask yourself or your company. Do you already have an existing PR and outreach team with contacts across all relevant industries and verticals? Do you have the internal time and resources to cultivate new relationships from scratch? The real question to ask is whether you see the value in the data and tools that BuzzSumo provides.

Despite all of the compelling data that BuzzSumo offers, that is all it truly is: data. How you utilize that data is where you will find the most value. Consider developing an influencer outreach and relationship building process before purchasing the pro account. Better yet, sign up for the 14-day trial, test out the tool for yourself and see how you can utilize the breadth of features in your content marketing efforts.

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