Adam Harrell - Creating Content That Spreads
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Transcript of Adam Harrell - Creating Content That Spreads
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Bună dimineața!@adamdharrell #rockitmoldova
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Everyone is a publisher.
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1999: 80 billion photos
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2015: 3 trillion photos
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Content is eating the world.
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Attention is our most scarce resource.
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The only factor becoming scarce in a world of abundance is attention."
"
Kevin Kelly - New Rules for the New Economy
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How do you make your message spread in today’s hyper competitive media
environment?
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What do people share & why?
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Content that inspires high-energy emotions like anger, awe, or anxiety are shared more than content that inspire low-energy emotions like sadness.
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If you want your content to spread, it has to evoke a strong emotional response
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Long form content is more likely to be shared than
short-form content.
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High quality long form content is your best weapon.
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Content that has a practical utility is shared more than
any other kind.
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EgoAltruism
Why People Share Useful Content
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Altruism
They found it useful and want to help others they care about.
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EgoThey want to appear smart and in the know.
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Useful content will always find an audience.
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If you are a person who buys the states’ rights argument … or you fly the rebel flag in your front yard … or you still think women look really nice in hoop skirts, we politely suggest you find other amusements on the web. The Bitter Southerner is not for you."
"
Chuck Reece - Editor, Bitter Southerner
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0
125000
250000
375000
500000
Day 1 6 Months 12 Months 24 Months
Bitter Southerner Growth Rate
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Don't be afraid to have a strong and unique point of
view about the world.
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Lets talk about things going "Viral."
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There are two types of virality.
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The first type is a viral meme.
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The second type is when something is engineered viral.
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Sharing is built into the idea itself.
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$50,000,000 raised.
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Why & How?
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Sharing was an integral part of participating in the
campaign.
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It was the perfect way to get attention while appearing
charitable.
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There was social pressure to accept when you got
challenged.
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Think in terms of campaigns. Not content.
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At the heart of all great campaigns are
stories well told.
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What if you don't have an interesting story?
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Word of mouth is the best way to make your story
spread.
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In the modern world, only remarkable things
get talked about.
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Don't just limit yourself to digital.
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Find creativity within constraints.
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Several years ago a ghostly, glassy-looking man, with a big stomach as taut as a drum, came to a doctor’s office in the city. He said, ‘Doctor, I have come to have you remove a monkey that was put in my belly."
"
Gabriel Garcia Marquez - El Espectador
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Some final advice from someone smarter than me.
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Use the time of a total stranger in such a way that he or she will not feel the time was wasted."
"
Kurt Vonnegut – Author