Social Media: Content & Promotion By @ JordanKasteler
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Transcript of Social Media: Content & Promotion By @ JordanKasteler
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Social Media:Content & Promotion
By @JordanKasteler
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Social Sharing by Medium
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Facets of Social Media
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Email / IM Sharing
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Email / IM Sharing Tools
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Social Network Sharing
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Social News Sharing
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Facebook Sharing
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Social Media Growth
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Social Demographics
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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
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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:
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TRAFFIC• Ad Revenue
VISIBILITY• Branding / Buzz
• Links / Social Signals
o Search Rankings
o Leads / Sales
STICKINESS• Subscribers (newsletters / email / RSS)
• Return Visitors
Benefits
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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
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“A rising tide raises all boats”
Benefits - Links
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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
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Creating Linkbait
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What is LinkbaitAudience
•Who do you want to relate to?
•Why would they care?
•What would make them likely to spread your idea?
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Audience
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What is LinkbaitHooks
Content Angle
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What is LinkbaitProcess
1.Brainstorming2.Research3.Development4.Publication5.Promotion
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What is Linkbait1. Brainstorming
• Topic/Subject• Type of content• Angles
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What is Linkbait
Titles & Description
Keywords + Emotional Response
1. Brainstorming
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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
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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
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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?
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What is Linkbait3. Development
1. Copy2. Structure3. Style4. Layout
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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
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What is Linkbait3. Development
Structure
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What is Linkbait
Headers
Whitespace
Consistency
Bulleted/Numbered Lists
• Break up content visually
• Create a visual hierarchy
• Make it skimmable
3. Development
Style
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What is Linkbait
Supportive media:
• Vivid imagery
• Screenshots
• Videos
• Links
3. Development
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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
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5. Promotion
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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.
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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
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Timing
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Link Half-LifeHalf-Life = The time it takes a link to receive half the clicks it will ever receive after it’s reached its peak
3 Hours
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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