LESSONS IN VIRAL CONTENT FROM THE WORLD’S BIGGEST NEWS SITE Jackson  Rawlings  &  Kelvin  Newman  March  2015    

Jackson Rawlings SITEVISIBILITY              

Digital  Content  Manager  

Jackson.Rawlings@sitevisibility.com    Twi>er.com/jacksonhraw  

Kelvin Newman SITEVISIBILITY              

Marke>ng  Director  

Kelvin.newman@sitevisibility.com    Twi>er.com/kelvinnewman    

Better suit, I reckon

(you knew this picture would turn up at some point)

A. Blogger

HEADLINES Forget everything you think you know

Mail headlines can sometimes be multiple

sentences long

They tend to explain the entire story, or give a very enticing but expanded glimpse into it.

Different to most online media

All about grabbing the longtail

Research and consider the searching patterns of your users.

Create headlines that focus on this user

intent  

IMAGE IS EVERYTHING

If you’re not using images, USE IMAGES

If you are using images, USE MORE

More generally, consider multimedia approaches to

content

If the last 2 pieces you put out were blog posts, do a Slideshare or infographic or photo library.

Make multimedia– both in terms of medium and platform, the basis of

your content strategy.

COURT CONTROVERSY

As mentioned, the Mail is known for being controversial.

It would be a lie to suggest this isn’t a factor in

their traffic numbers.

Have something to say

Don’t just do content for the sake of it

Engineer debate and engagement with your customers/

users

On the other hand: Don’t be controversial for the sake of it, either.

FAIL FAST

Accuracy is not a key consideration when a story is breaking.

It’s about being first to the ‘scoop’

If you can be first, be first

Don’t concern yourself with the nitty gritty,

something is better than nothing.

Changes can be made on an ongoing

basis: that’s the beauty of digital

media.

In Summary

Flip your thinking on headline length

Remember, that images are EVERYTHING

Court controversy, wisely

Fail but fail fast

A process for delivering (and explaining) the

content marketing process for

generating links.

This is an approach I’ve used over several years and is a good way of shaping the approach to use content for links.

TRIBES

HOOK

Derek  Gavey    

ENGAGING CONTENT

MARKETING

EVALUATION

VENTURE CAPITAL CONTENT CREATION

Employ the type of people you want to link

BrightonSEO  Salary  Survey  

HOW WE USED IT

TRIBES

HOOK

Derek  Gavey    

ENGAGING CONTENT

MARKETING

EVALUATION

GROUP EXERCISE

Choose a well known company your all familiar with.

(Perhaps a low cost airline)

As a group you are going to create a THEME content strategy. 

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