Marketing managers are constantly searching for ways to connect with their audience and drive results. And news analysis of trending topics that brands can leverage is a powerful tool in achieving that goal. But how do you sift through the noise and identify genuinely valuable trends, and then turn those insights into actionable strategies? Is it even possible to predictably ride the wave of virality?
Key Takeaways
- Use BuzzSumo‘s “Trending” tab to identify emerging topics by keyword, filter by country, and analyze headline performance.
- Create a “Project” in BuzzSumo to monitor specific keywords, competitors, and news sources for real-time updates.
- Use BuzzSumo’s “Content Ideas” generator to brainstorm content formats and angles related to trending topics.
Step 1: Accessing the Trending Topics Dashboard
First, you need to log in to your BuzzSumo account. If you don’t have one, you can sign up for a free trial. Once you’re logged in, navigate to the left-hand menu. You’ll see several options, including “Discovery,” “Content Analyzer,” and “Influencers.” Click on the “Discovery” option, then select “Trending” from the dropdown menu. This takes you to the central hub for identifying hot topics.
Selecting Your Region and Category
The “Trending” dashboard defaults to showing global trends. However, for most marketing campaigns, a more targeted approach is beneficial. Above the main trending topics list, you’ll find a “Region” dropdown. Click this and select the specific country or region relevant to your target audience. For example, if you’re running a campaign in Atlanta, Georgia, select “United States.” BuzzSumo also offers a “Category” filter. This allows you to narrow down trends by industry or topic area. Options include “Business,” “Technology,” “Entertainment,” and more. Choose the category that aligns with your brand and target audience.
Understanding the Trending List
The trending list displays topics ranked by their recent surge in popularity. Each entry typically includes the topic’s headline, a brief description, the number of articles published about it, and the social engagement it has generated. Pay close attention to the “Engagement Score.” This metric combines social shares, likes, and comments to provide an overall indication of the topic’s resonance with audiences. I’ve found that a high engagement score, combined with a growing article count, often signals a trend with significant potential.
Pro Tip: Don’t just focus on the top few trends. Scroll down the list to identify niche topics that might be less competitive but still relevant to your brand. These can offer unique opportunities for content creation.
Step 2: Analyzing Specific Trending Topics
Once you’ve identified a potentially relevant trending topic, it’s time to dive deeper. Click on the topic’s headline to access a detailed analysis page.
Reviewing Content Examples
The analysis page provides a curated list of articles related to the trending topic. Take some time to review these articles. Pay attention to the headlines, the angles they take, and the types of content they include (e.g., text, images, videos). This will give you a sense of what’s already out there and what’s resonating with audiences.
Analyzing Social Engagement
Below the content examples, you’ll find data on social engagement. BuzzSumo breaks down the engagement by platform (e.g., Facebook, X, Pinterest). This allows you to see where the topic is generating the most buzz. If your target audience is primarily on Facebook, focus on the Facebook engagement metrics. A recent IAB report found that visual content, especially short-form video, drives the highest engagement on most platforms, so keep an eye out for those formats.
Identifying Influencers
BuzzSumo also identifies key influencers who are sharing and discussing the trending topic. This can be valuable for outreach and collaboration. Consider reaching out to these influencers to share your content or participate in your campaign. This isn’t always a slam dunk, though. I had a client last year who spent a fortune on influencer outreach, only to see minimal results. The key is to find influencers who genuinely align with your brand and audience.
Common Mistake: Jumping on a trending topic without fully understanding its context or nuances. This can lead to tone-deaf or irrelevant content that damages your brand reputation.
Step 3: Creating a “Project” for Continuous Monitoring
Trending topics are, by definition, fleeting. To stay ahead of the curve, you need to continuously monitor relevant keywords, competitors, and news sources. BuzzSumo’s “Projects” feature allows you to do just that.
Setting Up a New Project
In the left-hand menu, click on “Projects.” Then, click the “Create New Project” button in the upper right corner. Give your project a descriptive name (e.g., “Atlanta Marketing Trends”). Next, specify the keywords you want to track. These should be relevant to your industry, target audience, and brand. For example, you might include keywords like “Atlanta marketing,” “digital marketing,” and “social media marketing.”
Adding Competitors and News Sources
In addition to keywords, you can also add your competitors’ websites and relevant news sources to your project. This allows you to track their content and identify emerging trends they’re covering. To add a competitor, simply enter their website URL in the “Competitors” field. To add a news source, enter the URL of the news website or blog in the “News Sources” field. We ran into this exact issue at my previous firm: we were so focused on our own content that we missed a major shift in the market. Monitoring competitors and news sources helped us course-correct quickly.
Configuring Alerts
BuzzSumo allows you to configure alerts to notify you when new content matching your project criteria is published. This ensures that you’re always aware of the latest trends and developments. In the “Alerts” section of your project settings, you can specify the frequency of alerts (e.g., daily, weekly) and the types of content you want to be notified about (e.g., articles, social media posts). I recommend setting up daily alerts for your most important keywords and competitors.
Expected Outcome: A steady stream of relevant content and trend data delivered directly to your inbox, allowing you to react quickly to emerging opportunities.
Step 4: Generating Content Ideas with the “Content Ideas” Tool
Now that you’re tracking trending topics, you need to turn those insights into compelling content. BuzzSumo’s “Content Ideas” tool can help you brainstorm content formats and angles.
Accessing the “Content Ideas” Tool
In the left-hand menu, click on “Content Analyzer.” Then, enter your trending topic keyword in the search bar and click “Analyze.” On the results page, you’ll see a “Content Ideas” tab. Click on this tab to access the content idea generator.
Exploring Different Content Formats
The “Content Ideas” tool suggests various content formats based on your keyword. These might include listicles, how-to guides, case studies, infographics, and videos. For each format, BuzzSumo provides examples of successful content related to your keyword. Review these examples to get inspiration and identify potential angles for your own content.
Refining Your Content Angle
The key to successful content marketing is to offer a unique perspective or add value to the conversation. Don’t just regurgitate what’s already out there. Use the “Content Ideas” tool to identify gaps in the market and find opportunities to differentiate your content. For example, if everyone is writing about the benefits of AI-powered marketing, you might focus on the challenges and limitations of the technology. Or, you could create a case study showcasing how your company has successfully implemented AI in its marketing efforts.
Pro Tip: Use BuzzSumo’s “Question Analyzer” (found under “Discovery”) to identify questions people are asking about your trending topic. Answering these questions in your content can help you attract a wider audience and establish yourself as an authority in your field.
Step 5: Measuring and Refining Your Strategy
No marketing strategy is complete without measurement and refinement. Track the performance of your content and campaigns to see what’s working and what’s not. Use this data to adjust your strategy and improve your results.
Tracking Key Metrics
Monitor key metrics such as website traffic, social engagement, and lead generation. Use Google Analytics 4 to track website traffic and conversions. Use BuzzSumo to track social engagement and identify influencers who are sharing your content. If you’re running paid advertising campaigns, track your cost per click, conversion rate, and return on ad spend (ROAS).
Analyzing Results and Making Adjustments
Regularly analyze your results and identify areas for improvement. Are you targeting the right keywords? Are you creating compelling content? Are you reaching the right audience? Based on your findings, adjust your strategy accordingly. This might involve refining your keyword targeting, experimenting with different content formats, or adjusting your advertising budget.
Editorial Aside: Here’s what nobody tells you: even the best marketing strategies require constant tweaking. The market is always changing, and you need to be agile and adaptable to stay ahead of the curve.
Case Study: Acme Corp’s Trending Topic Success
Acme Corp, a fictional Atlanta-based software company, wanted to increase brand awareness among local marketing managers. They used BuzzSumo to identify a trending topic: “The Future of AI in Atlanta Marketing.” They then created a series of blog posts, social media updates, and a webinar exploring this topic. Within one month, their website traffic increased by 30%, and they generated 50 new leads. They spent approximately $500 on paid social promotion and achieved an ROAS of 3x.
Turning trending topics into tangible results requires more than just awareness; it demands strategic action. By following the steps outlined above, marketing managers can transform fleeting trends into lasting business value. The Fulton County Superior Court might not be interested, but your stakeholders definitely will be.
Consider how data-driven marketing can further enhance your efforts.
How often should I check for trending topics?
I recommend checking daily, especially if you are in a fast-moving industry. The sooner you identify a trend, the more time you have to create content and capitalize on it.
Is BuzzSumo the only tool for finding trending topics?
No, there are other tools available, such as Google Trends and social media listening platforms. However, BuzzSumo offers a comprehensive suite of features specifically designed for content marketing and trend analysis.
How can I ensure my content is relevant and authentic when addressing a trending topic?
Focus on providing unique insights or perspectives. Don’t just repeat what others are saying. Share your own experiences and expertise, and always be transparent about your brand’s values and mission.
What if a trending topic doesn’t align perfectly with my brand?
You don’t have to force it. If a topic doesn’t feel authentic or relevant, it’s better to skip it. There will always be other opportunities to connect with your audience.
How do I avoid appearing opportunistic or insensitive when addressing a trending topic related to a sensitive event?
Proceed with extreme caution. Avoid promotional language and focus on providing support or information. If in doubt, err on the side of caution and avoid commenting altogether.
Don’t just chase shiny objects. By strategically integrating trending topics into your marketing efforts, you can amplify your message, connect with a wider audience, and drive meaningful results. Start small, track your progress, and iterate along the way. You might be surprised at the impact a well-timed and relevant piece of content can have on your brand’s visibility and authority.
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