Viral content marketing
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Viral content marketing



My deck from MORCon 2011 about creating, promoting and scaling viral content.

My deck from MORCon 2011 about creating, promoting and scaling viral content.



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Viral content marketing Viral content marketing Presentation Transcript

  • JASON ACIDRE• Pro gamer (02 – 08)• Freelance research writer and editor• Marketing consultant for and• Was featured on several key media in the industry – Searchengineland, SEW, Mediapost, Ontolo, KISSmetrics, AllBusiness, etc…• Founder & CEO of KAISERTHESAGE
  • VIRAL MARKETING – A tool that has the ability todisseminate appealing messages in a short period of time.Known to be the most effective creativity and marketingtechnique to mankind. KAISERTHESAGE View slide
  • VIRAL MARKETING IS:Delivered by word of mouth links = LINK BAIT KAISERTHESAGE View slide
  • Link Bait – any content placed within acertain domain/website, designed specifically togain attention and to attract natural links. KAISERTHESAGE
  • This guy encourages it.@mattcutts KAISERTHESAGE
  • Types of Viral Content:Traditional UnconventionalControversial InfographicsEntertaining Kinetic text typographyExtensive and educational Ego baitingIncentivized VideoFirst of its kind CrowdsourcingAttack CurationTools Widget KAISERTHESAGE
  • In essence, for a Viral campaign strategy to be efficient, it has to be: Useful and of high quality KAISERTHESAGE
  • INGREDIENTS • Remarkable CONTENT with a powerful message • RELATIONSHIPS to amplify content visibility • TOOLS to accelerate processes and to measure results KAISERTHESAGE
  • LINK BAITING TODAY:Content + Social + Links + Scalability EVERGREENConstant Natural Link Acquisitions KAISERTHESAGE
  • It then becomes a Linkable Asset KAISERTHESAGE
  • A robust component of your website KAISERTHESAGE
  • • That acts as a Link Magnet• Enables you to Rank for competitive keywords• Consistent Traffic generator• Sends out massive Brand signals• Produces highly fascinated Leads• Improves your site’s Domain authority. KAISERTHESAGE
  • And this will eventually stand as thebest content in a particular sector of your industry KAISERTHESAGE
  • How the F should we do that sh*t? KAISERTHESAGE
  • Let’s start off with how Linking behaviors work over the web KAISERTHESAGE
  • “Build Great Content to acquire High Value Links” KAISERTHESAGE
  • PhasesResearch Create LaunchPromote Request AttractAnalyze Modify Enhance KAISERTHESAGE
  • Elements of a powerful Link Bait Concept Durability Headline BodyUnexpected Visuals Contact list Sociability Hook Internal link Call to Measurability funnel action KAISERTHESAGE
  • “Creation requires Influence” - Everything is a remix KAISERTHESAGE
  • Content Strategy Development• Extensive Research about the chosen topic• Complete all the necessary details/information that your projected content will need in order for it to be Comprehensive and Competitive.• Build an initial Outline for the content, which should include its possible title, format, information architecture, unexpected hook, design and landing page(s) it will support.• Determine the content’s Purpose and its targeted Audience (ex. links, social, leads or branding). KAISERTHESAGE
  • Keyword Research - Content that has immense potential of going VIRAL and becoming socially popular can certainly rank for its targeted keywords effortlessly. - Use the Google Keyword Tool to identify good keywords to target for your content. - Position your keyword(s) on the page’s important areas, such as its page title, post title/headline, body and URL. KAISERTHESAGE
  • Competitive Analysis:“Copy, Combine and Transform” KAISERTHESAGE
  • Examine your competitors’ similar content via Google search (using your target keywords) KAISERTHESAGE
  • • Extract important data from each ranking page• Include those information in your outline to Ensure that you’ll be providing the most extensive content related to the subject• Identify each page’s weaknesses and use them to your advantage to Outrank them on search results. KAISERTHESAGE
  • MERGE your ideas from your initial researchand from your competitive research: “Top 1,000 Porn Stars of all time” KAISERTHESAGE
  • Build a Contact List before creating the actual content KAISERTHESAGE
  • • Identify people, blogs and organizations in your industry that might be interested to share your content.• From sites that have linked to your competitors’ similar content – use – as these sites have history of linking to the same type of content.• Active Twitter users and known Linkers (bloggers/curators) in your industry. KAISERTHESAGE
  • List them all in an excel sheet with their contact details. KAISERTHESAGE
  • Segment the list depending on the purpose of contact• Social Media• Link requests• Content distribution KAISERTHESAGE
  • Find the Best Blogs in your industry KAISERTHESAGE
  • Use to scrapeoutbound links and contact information from the list pages retrieved from your search. KAISERTHESAGE
  • Get hundreds of Link Prospects injust a few minutes: KAISERTHESAGE
  • Execution- create the content in accordance to thestrategy you have formulated. KAISERTHESAGE
  • Content Value Assessment• Gauge the importance, value and marketability of the finish product – its ability to draw actions from its target audience.• Determine the rarity of the information it contains – to measure if the content is linkworthy.• Feasibility as a value proposition when requesting for links and social shares. KAISERTHESAGE
  • Editorial Analysis• Proofread and edit.• Test the strength of the content’s CALL TO ACTION to maximize the traffic it will constantly receive. KAISERTHESAGE
  • Launch it! KAISERTHESAGE
  • A powerful content that’s worth sharing needsa little push – Promote it. KAISERTHESAGE
  • Social Media Promotion KAISERTHESAGE
  • • Leverage social sharing through Call to Action• Make Social Buttons very visible• Engage industry influencers by Linking Out to them from the content• Use Reach Multiplier sites like Triberr or Cloudflood. KAISERTHESAGE
  • Then a segment of your contact list comes intoplay. KAISERTHESAGE
  • Ask if they’ll be interested to share yourcontent to their followers. KAISERTHESAGE
  • Relevance + Quality = Higher response rate % KAISERTHESAGE
  • External Content Distribution KAISERTHESAGE
  • Contextually link to your Viral Content via:• Guest blogging• Interviews• Press releases• Whitepapers• Newsletters. KAISERTHESAGE
  • Use partial match anchor texts when linkingback to your viral content. KAISERTHESAGE
  • Because longer strings of text have higher chances of getting clicked. KAISERTHESAGE
  • Information-based Links KAISERTHESAGE
  • Participate on relevant discussions andcite your content as the resource foryour contributions • High-traffic Forums • Q&A sites • Blog discussions KAISERTHESAGE
  • • Use Google search to seek for industry- related questions that your content can answer.• Use Google Alerts to track topically relevant discussions. KAISERTHESAGE
  • Build CONVERSATIONS to bring the discussion back to your content. KAISERTHESAGE
  • Links that have high CTR are valuable, as it caninfluence its destination page’s searchrankings based on activity. KAISERTHESAGE
  • Email Link Outreach KAISERTHESAGE
  • Social proof improves the chances ofgetting your requests approved. KAISERTHESAGE
  • Higher Value Proposition = Easier Link Acquisition KAISERTHESAGE
  • Find, Engage and Request links from Industry Media Curators. KAISERTHESAGE
  • Get links from sites retrieved through the Reverse Engineered Link Data of your competitors’ similar content. KAISERTHESAGE
  • Use the Broken Link Building method KAISERTHESAGE
  • Use “Check My Links” Chrome plugin to track broken links in just seconds. KAISERTHESAGE
  • News Pitching KAISERTHESAGE
  • Great content is always Newsworthy. KAISERTHESAGE
  • Given that you’ll be providing one of the bestcontent in your industry – it should be worth themedia coverage. KAISERTHESAGE
  • Create an angle out of your content andpitch the story to news websites KAISERTHESAGE
  • Become a source at KAISERTHESAGE
  • Send news tips manually: KAISERTHESAGE
  • Personal Networks KAISERTHESAGE
  • But don’t burn bridges. KAISERTHESAGE
  • Amplifying the Reach of your Content KAISERTHESAGE
  • Stumbleupon Ads8 Million cerebral users, and still counting.With probably hundreds of thousands that arereally interested about your industry. KAISERTHESAGE
  • And sends traffic that know how social media works KAISERTHESAGE
  • Content Network Ads KAISERTHESAGE
  • I got that ad for $10 per month KAISERTHESAGE
  • Sponsored Tweets • • KAISERTHESAGE
  • Analyzing Performance KAISERTHESAGE
  • • Amount of acquired natural links.• Keywords sending traffic to the page.• Positive vs. negative reactions about the content.• Number of social shares – tweet, likes, fb shares, stumbleupon views, +1.• Topreferring sites to the content.• CTR of call to action (measurable through in-page analytics).• Industry Influencers who shared your content – KAISERTHESAGE
  • Scaling your Campaign KAISERTHESAGE
  • Continuously Update or Enhance content. KAISERTHESAGE
  • Identify the Influential People who have shared your content. KAISERTHESAGE
  • Start a Conversation. KAISERTHESAGE
  • Build Relationships. KAISERTHESAGE
  • Amplify your future campaign’s Power throughthese relationships. KAISERTHESAGE
  • JasondreAcidre@jasonacihttp://kaiserthesage.comCEO of Xight Interactive KAISERTHESAGE