How to give your audience the best information (so they buy) in your Industry / Niche

At Intentional Marketer University we always aim to give you the best inside information to succeed in your business.

This article will help you define, decide, and write social media posts, blog posts, and any other piece of information. The whole point is to actually get noticed by your audience. The strategies you are about to learn will work with any topic, for any industry, and niche audience.

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Let’s dive right in and look at resources which you will use to find the most valuable, trending, and popular content in your industry / niche.

It is helpful to explain the two different types of measurements you will use. These measurements determine if the information you are reporting (can be yours or your research) is popular with your audience.

• Buzz metrics – Easy to locate and indicates the social media-sharing measurement of a piece of content.

• Impact metrics – Harder to locate. This measurement signifies if the content is having an impact outside of social media.

Let’s get started. Do you know which measurements are the most important when researching content?

Buzz metrics

Buzz metrics typically include the number of shares and “likes” on the top social networks including Facebook, Twitter, and LinkedIn.

Inquire about the best social media resources for your home business here

Tools like BuzzSumo can help you find these metrics easily.

Visit BuzzSumo.com here

You will notice that BuzzSumo tells you that you can look up any topic or competitor. Your content research need to include social visibility and topics in your industry that are popular through shares etc. Just like with Facebook, the topics that are currently trending are also what Google will display on the first pages of organic searches.

Love Instagram as much as we do? Inquire about the best home business resource to build your content on Instagram here.

BuzzSumo lets you search by topic, website URL, and personal author name to find the top content based on social shares.

1. Notice in the image below that there are several factors you will want to keep in mind while using Buzzsumo.com. The “View Backlinks” button is important because it shows you where people are pulling other relatable information from. This is helpful for solid research.
2. Notice you can see the different platforms that people are sharing on. If you are heavy into Pinterest, aim to write content like a person with tons of Pinterest shares. If Facebook is more your thing, then look for content with tons of Facebook shares.
3. You can also choose the date option to find the most current and trending topics. Facebook and Twitter move at lightning speed, you will want to choose 24 hours up to the past week. For a social network like Pinterest where pins have a shelf life of 6 months to a year (sometimes much longer!) you can move the date out a bit.
4. You also have the option to see who the sharers are of any piece of content. Why would you want this? That’s right, so you can find them on social media, follow them, and hope that they follow you back to share your similar content.

The only problem with judging a post based only on its social sharing numbers is that some of those shares will not be organic.

If you are noticing an incredible number of shares (and it looks too good to be true) chances are, it probably is. This is caused by a group of people that have joined together to share and promote content. Sometimes these likes and shares are paid for.

The bottom line, when using Buzzsumo.com is that you only look for content that you truly enjoy, understand, and have experience writing about. Following this advice, will yield you genuine and authentic viewership in the future. After all, you are only interested in a pre-qualified and ready to buy audience, not people who are paid to ‘like’ and ‘share’ content.

 Impact metrics

Impact metrics, are harder to manipulate. Impact metrics are looking at several factors that go beyond the social media sharing features.

Let’s take a look at the website: Impactana.

When you are researching and judging content that is highly influential in your industry, you are going to want to look at several factors to make sure that the piece is really performing well across all mediums.

Here are some metrics you can find using this tool. We are going to discuss why they are important to content marketing research.

1. Views

Let’s assume that you are interested in making videos for your products. What is the biggest impact metric that you can look for? You will be interested in the “views” metric.

• The views metric is extremely important, and here is why. As discussed in the first part of this lesson, you can have people share your content without ever reading it. And this is no good to us for sales conversions, if people are not actually visiting our site to get more information.

Therefore, the views metric is worth its weight in gold. You can use this metric to determine whether a piece of content is getting traffic from social shares and other referral sources.

2. Comments

• It is time consuming to post fake comments. When you are looking for popular content in your industry, you will want to look for comments. Comments are a usable metric that indicates how many people are interacting with the information.

Your only goal in putting out information is for your audience to DO something with it, namely, purchase the product, correct?

• People have to visit a piece of content to leave a comment on it, therefore, if you see a high number of comments, you know that people are making at least one visit (if not more) to that piece of content.

When are comments not a good metric to consider for content impact? When the comments are not adequately moderated.

Comments that make an impact, are those that are done purely to add value to the discussion around a piece of content.

3. Downloads

So now we have covered: ‘likes’, ‘shares’, ‘views’ and ‘comments’. Each metric is increasingly difficult to falsely inflate.

The most valuable metric to take into consideration? Downloads. Both Buzzsumo and Impactana give you the capability to look at downloading content statistics. Keep reading we are going to cover the impact of downloads in the next section.

Want to make a big impression on your audience and beat the competition? Do your research…

We have covered the 2 basic forms of how to measure a piece of information’s popularity. Buzz metrics and Impact metrics. Keeping an eye on these metrics will give you significant advantage over the competition.

In this second section, let’s take a look at how you can research content using each measurement.

Look for the Best Content on Your Personal Domain

No metric is better than your own personal ones! Whatever your audience is sharing and enjoying, is what you need to produce more of.

Not sure what content is performing the best on your personal site? No problem.

1. Head over to BuzzSumo and search for your domain name.

This is why it is so important to have your own personal blog  no matter what company or industry you represent.

Don’t have your own blog / website? Here is what we recommend at IMU (you can even start for free!)

2. Once you have started writing your own industry content on your site, you can search for your domain name on BuzzSumo.

2. Find your competitor’s best content

Want to know what pieces of content are the best from your competitors? Conduct the same searches with your competitor’s domain instead.

3. Best Metric Ever?: Downloads!

Remember we talked about how downloads are the best measurement for audience engagement? Great. If you have been sleeping through this article up to this point, now is the time to take notes.

• In order to find the best downloads for you to create, you will want to research how many people are downloading “SlideShare” presentations.
• Once you have this information you will simply create your own version and use in your upcoming trainings. (If you have never considered training your own team before, check out how to do it here.)
• To create this presentation, conduct research on Buzzsumo.com.
• Look for presentations that got the most downloads with the following search question on BuzzSumo. Be sure to put the domain slideshare.net first and keyword or phrase next.

• In order to create information that will be truly popular with your audience, look for content that was downloaded the most.
• Create your own version of that information in a SlideShare format and you will have a download that thousands of people will be wanting to grab.

Here is how it looks on Impactana:

4. Find the most discussed blog content

Do you need inspiration for your own blog? How about checking out the comments on other pieces of content. The goal is to find questions in the comments that remain unanswered and answer them in a blog post.

• You can do this on BuzzSumo by finding the post on your topic that got the most shares. Now, does it have any comments (specifically questions) that you can answer on your own blog?
• Conduct a search on Impacta also for blog content:

5. Find people discussing your company / brand / products

The best thing about being a small home based business is that you can focus on content with the most impact. You do this by looking for online content where your brand, industry, or company is mentioned.

Let’s start by taking a look at the image below. It is for the company BeachBody. You can easily do this tactic for any company you represent, or industry you are a part of.

Use this information for reputation management as well.

**For example, if you find a positive mention of your brand without a link on a popular website, you can request that your link is added so all of the traffic coming to that content can generate some leads for your business.**

 Conclusion

There you have it. The best ways to attract pre-qualified, ready to buy customers… EVER! By understanding the importance of buzz metrics and impact metrics you can use each of these measurement tools in your content strategy. When you do, this gives your audience the best information. The next logical step is that they actually read it and act on it!

All you have to do it get out there and start creating your own great content based on your research.

Make sure that you are looking at a wide range of buzz metrics and impact metrics. The key is not only about sharing metrics but more importantly about the comments and content downloads, that is where the true power lies.

Know someone who would benefit from this article? Please feel free to share on your favorite social channel.

Drop us a comment and let us know which metric you prefer, Buzz or Impact (although both are necessary!)