Content & PromotionFor Social Media

By @JordanKasteler

Facets of Social Media

What is Linkbait?

Social media content, aka linkbait, is a form of content that people will notice and link to from their sites or share with friends.

• Content that is too interesting NOT to read• Makes people feel something• Provides for effortless transfer to others• Makes other want to share

Linkbait Content

•Lists

•News

•Rants

•Interviews

•Parodies

•Satire

•Predictions

•Comparisons

•Polls

•Surveys

•Resources

•How-to Guides

•Articles

•Infographics

•Widgets

•Quizzes

•Videos

•etc

Forms of Media: Types of Content:

TRAFFIC

•Unique Visits / Page Views

•CPM Revenue

VISIBILITY

•Branding / Buzz

•Links / Social Signals

oLong-Tail Traffic

oSearch Rankings

oLeads / Sales

STICKINESS

•Newsletter / RSS Subscribers

•Return Visitors

Benefits

3 Levels of Traffic:

1. SOCIAL

•High Traffic #s

•High Bounce Rate

•Low Time on Site/Page

•Low Conversion

2. LINK

•More Relevant Traffic

3. SEARCH

•Highly Relevant Traffic

•High Conversion

Benefits - Traffic

“A rising tide raises all boats”

Benefits - Links

Informational > Transactional

Rankings

Title: Amazing Photos: Big Results from Compact Cameras

Unique Visits: 200k+

Inbound Links: ~200 (LiveScience, MSNBC)

Popular on: Digg, StumbleUpon, Mixx, Yahoo! Buzz, and Kirtsy

SERP Results: Compact Cameras, Amazing Photos from Compact Cameras, Compact

Camera Photos, Compact Camera Results

  Keywords:

Compact Cameras - #14

Amazing Photos from Compact Cameras - #1

Compact Camera photos - #9

Compact Camera Results - #3

Case Study

Creating Linkbait

What is LinkbaitAudience

•Who do you want to relate to?

•Why would they care?

•What would make them likely to spread your idea?

What is LinkbaitAudience

Audience

What is LinkbaitHooks

Content Angle

People like, share and vote on things that they can related to.Relate to People

Infographic Linkbait

What is LinkbaitInfographics

What is LinkbaitInfographic Types

Types:•Charts•Maps•Diagrams•Timelines

Format:•Static•Animated•Interactive

What is LinkbaitProcess

1.Brainstorming2.Research3.Development4.Publication5.Promotion

What is Linkbait1. Brainstorming

• Topic/Subject• Type of content• Angles

What is Linkbait

Titles & Description

Keywords + Emotional Response

1. Brainstorming

What is Linkbait

Titles & Description

Use action words – verbs!Verbs encourage readership and guides them. You can use words like:

•Discover•Find•Get•Learn•Join•See•Read•Etc

1. Brainstorming

What is LinkbaitTitles & Description

Headlines elicit vote

•Create Curiosity

•Tap into emotions (worry, fear, frustration, anger, etc)

•Set expectations (WIIFM?)Tip: Fear of loss is a greater motivator than desire to gain! That means people are more often motivated by missing out on something than they are by the thought of gaining that same thing.

1. Brainstorming

What is Linkbait2. Research

• Is the subject relevant, interesting, and timely?

• Find additional information to aid your content. Verify sources.

• Has it been done before?• If so, what value can you add, revise, etc?

What is Linkbait3. Development

1. Copy2. Structure3. Style4. Layout

What is Linkbait3. Development

• Break up your content into sections to make long content seem shorter. • Explain each key idea or section as succinctly as possible while also being thorough. • Make every sentence count.

News:300-500 words

Insightful Article:750-1,000 words

Evergreen Resource:As long as it needs to be fully comprehensive

Copy Length

What is Linkbait3. Development

Structure

What is Linkbait

Headers

Whitespace

Consistency

Bulleted/Numbered Lists

• Break up content visually

• Create a visual hierarchy

• Make it skimmable

3. Development

Style

What is Linkbait

Supportive media:

•Vivid imagery

•Screenshots

•Videos

•Links

3. Development

What is Linkbait4. Publication

Don’t use link code to link somewhere irrelevant or unintended by endorser

Don’t use off-topic, irrelevant, or spammy keywords in link code

• Easy to link to• Easy to share

5. Promotion

5. Promotion

• 4-line postings see a 30% increase in engagement over average posts.• 5-line postings see a 60% increase in engagement over average posts.

Sharing own thoughts and analysis get 40% more Likes.

Days of Week:

•Sunday (best engagement – 25% more Likes / 8% more comments)

•Wednesday, Thursday, and Saturday (get up to 85% more clicks on links)

Time of Day:•7-8am (up to 40% more engagement)

•10am

•5pm

Timing

What is LinkbaitTiming

What is LinkbaitResources

Headline Formulashttp://socialmediaworkbook.com/wp-content/uploads/102-headline-formulas.pdf

Linkbait Ideashttp://www.portentinteractive.com/tom/230-link-bait-ideas.pdf

Thank You!

Jordan KastelerJKasteler@BlueGlass.com

@JordanKasteler