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

1. VIRAL CONTENT MARKETING:
CREATING
PROMOTING
SCALING
CONTENT
BY: JASON ACIDRE
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2. 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
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3. VIRAL MARKETING – A tool that has the ability to
disseminate appealing messages in a short period of time.
Known to be the most effective creativity and marketing
technique to mankind.
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4. VIRAL MARKETING IS:
Delivered by word of mouth links = LINK BAIT
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5. Link Bait – any content placed within a
certain domain/website, designed specifically to
gain attention and to attract natural links.
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6. This guy encourages it.
@mattcutts
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7. Types of Viral Content:
Traditional Unconventional
Controversial Infographics
Entertaining Kinetic text typography
Extensive and educational Ego baiting
Incentivized Video
First of its kind Crowdsourcing
Attack Curation
Tools Widget
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8. In essence, for a Viral campaign strategy to be
efficient, it has to be:
Useful and of high quality
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9. INGREDIENTS • Remarkable CONTENT with a
powerful message
• RELATIONSHIPS to amplify
content visibility
• TOOLS to accelerate processes
and to measure results
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10. LINK BAITING TODAY:
Content + Social + Links + Scalability
EVERGREEN
Constant Natural Link Acquisitions
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11. It then becomes a Linkable Asset
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12. A robust component of your website
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13. • 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.
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14. And this will eventually stand as the
best content in a particular sector of
your industry
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15. How the F should we
do that sh*t?
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16. Scale it!
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17. Let’s start off with how Linking
behaviors work over the web
http://kaiserthesage.com/editorial-links/
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18. “Build Great Content to acquire High Value Links”
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19. Phases
Research Create Launch
Promote Request Attract
Analyze Modify Enhance
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20. Elements of a powerful Link Bait
Concept Durability Headline Body
Unexpected
Visuals Contact list Sociability
Hook
Internal link Call to
Measurability
funnel action
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21. “Creation requires Influence”
- Everything is a remix
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22. 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).
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23. 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.
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24. Competitive Analysis:
“Copy, Combine and Transform”
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25. Examine your competitors’ similar content via
Google search (using your target keywords)
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26. • 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.
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27. MERGE your ideas from your initial research
and from your competitive research:
“Top 1,000 Porn Stars of all time”
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28. Build a Contact List before creating
the actual content
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29. • 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 Opensiteexplorer.org – as
these sites have history of linking to the same
type of content.
• Active Twitter users and known Linkers
(bloggers/curators) in your industry.
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30. List them all in an excel
sheet with
their contact details.
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31. Segment the list depending on the
purpose of contact
• Social Media
• Link requests
• Content distribution
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32. Find the Best Blogs in your industry
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33. Use Tools.Citationlabs.com to scrape
outbound links and contact information from
the list pages retrieved from your search.
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34. Get hundreds of Link Prospects in
just a few minutes:
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35. Execution
- create the content in accordance to the
strategy you have formulated.
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36. 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.
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37. Editorial Analysis
• Proofread and edit.
• Test the strength of the content’s CALL TO
ACTION to maximize the traffic it will
constantly receive.
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38. Launch it!
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39. A powerful content that’s worth sharing needs
a little push – Promote it.
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40. Social Media Promotion
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41. • 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.
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42. Then a segment of your contact list comes into
play.
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43. Ask if they’ll be interested to share your
content to their followers.
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44. Relevance + Quality = Higher response rate %
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45. External Content Distribution
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46. Contextually link to your Viral Content via:
• Guest blogging
• Interviews
• Press releases
• Whitepapers
• Newsletters.
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47. Use partial match anchor texts when linking
back to your viral content.
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48. Because longer strings of text have higher
chances of getting clicked.
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49. Information-based Links
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50. Participate on relevant discussions and
cite your content as the resource for
your contributions
• High-traffic Forums
• Q&A sites
• Blog discussions
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51. • Use Google search to seek for industry-
related questions that your content can
answer.
• Use Google Alerts to track topically relevant
discussions.
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52. Build CONVERSATIONS to bring the discussion
back to your content.
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53. Links that have high CTR are valuable, as it can
influence its destination page’s search
rankings based on activity.
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54. Email Link Outreach
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55. Social proof improves the chances of
getting your requests approved.
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56. Higher Value Proposition = Easier Link Acquisition
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57. Find, Engage and Request links from
Industry Media Curators.
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58. Get links from sites retrieved through
the Reverse Engineered Link Data of
your competitors’ similar content.
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59. Use the Broken Link Building method
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60. Use “Check My Links” Chrome plugin to track
broken links in just seconds.
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61. News Pitching
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62. Great content is always Newsworthy.
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63. Given that you’ll be providing one of the best
content in your industry – it should be worth the
media coverage.
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64. Create an angle out of your content and
pitch the story to news websites
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65. Become a source at Helpareporter.com
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66. Send news tips manually:
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67. Personal Networks
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68. But don’t burn bridges.
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69. Amplifying the Reach of
your Content
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70. Stumbleupon Ads
8 Million cerebral users, and still counting.
With probably hundreds of thousands that are
really interested about your industry.
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71. And sends traffic that know how social
media works
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72. Content Network Ads
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73. I got that ad for $10 per month
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74. From Buysellads.com
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75. Sponsored Tweets
• Sponsoredtweets.com
• Buysellads.com/buy/allsites/prototype/social
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76. Analyzing Performance
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77. • 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 – Topsy.com
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78. Scaling
your
Campaign
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79. Continuously Update or Enhance content.
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80. Identify the Influential People who have shared
your content.
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81. Start a Conversation.
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82. Build Relationships.
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83. Amplify your future campaign’s Power through
these relationships.
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84. JasondreAcidre
@jasonaci
http://kaiserthesage.com
CEO of Xight Interactive
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