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.
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.