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Understanding what content generates high social engagement can play a big role in meeting marketing goals. Translating this understanding into takeaways for your content strategy can help you organically and quickly build awareness of your content, affinity for your brand, and feedback cues from your audience about what makes content worth engaging with.
In February, we announced the launch Content Exploration to help achieve these benefits by providing visibility into what topics, articles, and sites an audience is most engaged with.
Today, we’re excited to bring some of these same insights to our free Site Overview tool. In addition to the competitive analysis and keyword opportunities already available for millions of websites, Site Overview now provides insights about the topics and articles getting the most social engagement for over 450,000 websites.
The new social engagement analysis on Site Overview is based on the articles published by a site or its competitors. It contains:
We’ll go into these three in more detail below.
Top Social Topics
An example of top social topics for realtor.com
Top Social Topics shows what topics a website and its competitors are publishing content on that generate high engagement.
To determine these topics, we first analyze articles that have been publicly shared on Twitter and Reddit, and assign topics to all articles based on the article contents.
We then determine which topics had the highest total engagement by looking at public Twitter and Reddit posts that mention articles published by a website and its competitors. (Total engagement is the sum of all engagement with public Tweets or Reddit posts that mention an article published by one of these sites.)
You can use the topics listed to determine:
After you’ve discovered an interesting topic area, you can use Content Exploration to drill down into subtopics with the highest engagement and view the articles in those topics generating the most shares. Use what you learn to determine the subject of your next article.
An example of social engagement for realtor.com and competing sites
Social Engagement shows the number of articles and average engagement with articles that were mentioned in publicly shared Twitter or Reddit posts for a site and its competitors.
You can use these metrics to determine what sites are producing content that resonates with their audience, and what sites to analyze further to see how they’ve been successful.
An example of popular articles for realtor.com and competing sites
Popular Articles shows the articles with the highest engagement on Twitter and Reddit, published by a website or its competitors.
Analyze these articles to determine what makes it worth sharing, and how you can replicate that success with your own unique angle. To take this a step further, use Content Exploration to view the top Tweets that shared the article to understand what people are saying about it.
After you’ve taken full advantage of the free social engagement insights provided by Site Overview, sign up for a free trial of Alexa’s Advanced plan for unlimited access to Content Exploration. You’ll also gain access to tools for additional competitive research, audience analysis, and keyword research tools, as well as SEO capabilities like recurring Site Audits.
Try it now for 14 days free.
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