How to Find Influencers to Promote Your Content

Experienced content marketers will tell you that the planning for promotion should go hand-in-hand with the editorial creative process. Here's a tool that can help the effectiveness of that process .

BuzzSumo shows you how effectively different topics have been shared, and then shows you who shared them.

Image Courtesy of   Sephiroty Magno Fiesta

Image Courtesy of Sephiroty Magno Fiesta

So this has two benefits.

First, it can fine-tune your editorial to match the most talked-about and shared topic waves.

Then, it can create a targeted list of influencers who shared those topics so you can follow and engage with them.

Many editorial teams nurture these influencer relationships, involving them in the planning process to get their buy in to sharing before the article is published.

Read an article on how to promote content, featuring views  from 13 content marketing professionals here.

See how BuzzSumo works here

Killer Statistics for LinkedIn Publishing Success

Paul Shapiro from Search Wilderness looked at 3,000 of LinkedIn’s most successful blog posts to get insights into what makes a successful LinkedIn post. Each post, on average, attracted 42,505 views, 567 comments and 138,841 likes. The results were published by OkDork.

Here are the highlights.


Articles between 1,900 and 2,000 words got the most shares and likes

Posts considered “easy” as ranked by the Flesch-Kincaid Readability Score got the most shares and likes. That means aiming your copy at a reading age of 11 years old. See our previous posting on the importance of keeping it simple.

Posts with neutral sentiment got the most shares and likes. Make your post balanced and factual, rather than opinionated one way or the other.


Posts with titles between 30 and 40 characters long got the most views.

Readers love images. 8 per post got the most shares and likes, views and comments.

Similar trends to those seen in direct mail attention span studies show up here. Readers like their body copy broken up with lots of sub-headings.

Thursday was the number one day to post, but interestingly, Sunday was the second best performer.

Read the full blogged report by Mark Shapiro here.


How to Incorporate Google+ into Your Social Media Campaign.

The jury is out on Google+ for us, since Google announced huge cuts in staff and the departure of the Google+ head honcho. We don't see much evidence of hard results campaign wise, and most clients seem to have either ignored it, or have only just started. By the time they reach any momentum, it's likely Google+ will be defunct in its current guise.

That said, here's an infographic which states the stats and received wisdom currently.