LESSONS IN VIRAL CONTENT FROM THE WORLD’S BIGGEST NEWS SITE #searchbootcamp
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LESSONS IN VIRAL CONTENT FROM THE WORLD’S BIGGEST NEWS SITE Jackson Rawlings & Kelvin Newman March 2015
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Transcript of LESSONS IN VIRAL CONTENT FROM THE WORLD’S BIGGEST NEWS SITE #searchbootcamp
LESSONS IN VIRAL CONTENT FROM THE WORLD’S BIGGEST NEWS SITE Jackson Rawlings & Kelvin Newman March 2015
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.
