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Unlocking Viral Content
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Trevin Shirey
April 07, 2016
Business
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Unlocking Viral Content
Trevin Shirey
April 07, 2016
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Transcript
Unlocking Viral Content Creating Content That Spreads Like Wildfire Online
Trevin
Trevin
Welcome to PA
What do I do?
What my friends think I do
What my parents think I do
What society thinks I do
What I think I do
What I actually do
The web is awesome.
None
The web is a (mostly) democratic platform.
None
(internet stuff)
None
None
(internet stuff)
None
None
(internet stuff)
None
“Viral content just happens.” – A Bad Marketer
content
content marketing
800+ clients 443,632,353 sessions/year
Content featured in:
Also featured in…
1. What are key traits of viral content? 2. What
does a process for viral content look like?
What Makes Content Viral?
Viral content Super successful content that lots and lots of
people see
Quick PSA Viral is relative
Apples + Oranges
1. Viral content evokes emotion
Source: Harvard Business Review
Source: Harvard Business Review
Source: Harvard Business Review
Source: Harvard Business Review
Source: Harvard Business Review Curiosity & Astonishment
Source: Harvard Business Review
Source: Harvard Business Review Admiration
Key Takeaways Strong content = strong emotional response Positive emotions
> Negative emotions
2. Viral content is amplified
Source: WebpageFX By the time you finish reading this sentence,
there will have been: 219,000 new Facebook posts 22,800 new tweets 7,000 apps downloaded, $9,000 worth of items sold on Amazon
None
Having content does not give you an advantage.
Key Takeaways Promotion of content is king Hitting publishing &
calling it a day = failure
3. Viral content = lowest common denominator
Good content Viral content
Good content Viral content 7 shares 299,408 shares
Creating content that isn’t designed to go viral is highly
encouraged.
Source: Buzzsumo
Key Takeaways Good content =/= viral content Catering to a
large audience is higher hit rate
A Process For Viral Content
The Topic Idea
How we tend to get ideas
None
Find topics with human validation
None
Unfortunately, there’s a content marketing problem that we see over
and over and over again, and that is that folks are making investments in content without knowing whether their audience is going to know and love and appreciate what they’re doing beforehand. Rand Fishkin, Moz
Quora FaqFox Google Keyword Planner Google Consumer Surveys Ubersuggest Reddit
The Creative Process
What format is best for this piece of content?
None
Video
Slideshow
Launched > perfect.
None
None
The Headline
None
None
Homework Write 25 headlines
Promotion
None
None
Source: Quicksprout
Email Outreach
Paid Social Ads
SEO
None
Post-Publication
Lots of traffic is a step in the process, not
the end goal.
Focus on microconversions
The web is awesome.
(internet stuff)
(internet stuff) Research + Hard Work Promotion + A Little
Bit Of Failure
Don’t be this guy anymore.
When most people give up
Questions? Slides: www.webpagefx.com/EPA/
[email protected]