Creating content


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What’s the secret to creating content that spreads like wildfire? There are no guarantees when it comes to going viral in social media, but there are certain types of content that do better than others. Adapted from previous presentations by Amy Vernon, this was the first in a three-part webinar series with Bill Belew and Phil Hollows.

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Creating content

  1. 1. How To Create Content (That Works) Amy Vernon, GM of Social Marketing Internet Media Labs #cre8content
  2. 2. Finding the Stories #cre8content
  3. 3. Finding the Stories: Tips & Tricks Tips & Trickso Google Alerts • Set up alerts for your main keywords • Google sends you an email once a day of links to appropriate articleso RSS • Choose your feed reader (I like Google Reader) and subscribe to appropriate blogs/news siteso Forums • Find forums in your niche/genre and joino Twitter Search • See what people are saying about what you’re coveringo StumbleUpon • Continually stumble the appropriate category(ies) #cre8content
  4. 4. Story TypesTargeted FunnyHow-to Commentary #cre8content
  5. 5. TargetedAny piece of news that relates to yourniche/genre. They can be quickly recapped andtake little effort• Industry happenings• New releases• Personnel changes and movesWriting Time: LOWSocial Potential: LOWValue: Helps share important news, caters to yourcore audience, boosts SEO and helps keep the blogfilled #cre8content
  6. 6. FunnyA play off the news or somethingtopical, but with an eye towardthe absurd• Start from the news/timely topic, but focus on the funnyWriting/Creation Time: MEDIUMSocial Potential: HIGHValue: Shows a light-hearted side;brings in traffic, boosts SEO andexposes you to new audiences #cre8content
  7. 7. How-to• Teach your readers something they don’t know• Better yet, teach your readers something they didn’t know they needed to know• Can take many formsWriting/Creation Time: LOW TO HIGHSocial Potential: HIGHValue: High shareability; establishes yourthought leadership; provides value toreader (which makes them think better ofyou); boosts SEO #cre8content
  8. 8. CommentaryThe approach covers popular newsstories, but makes it your own by expressingopinion• Covers the news from a specific angle.• On a news release – is this a departure from the norm?• Has this worked in the past?Writing Time: HIGHSocial Potential: MEDIUMValue: Establishes your thought leadership, boostsSEO #cre8content
  9. 9. Content TypesInfographics Timelines Video Photos #cre8content
  10. 10. Infographics• DON’T: just throw up a bunch of stylized text• DON’T: Change color schemes for no apparent reason #cre8content
  11. 11. Infographics• DO: Share interesting information in an engaging, informative way• DO: Have some information that people want to know and share• DO: Visualize data and make numbers tangible #cre8content
  12. 12. Timelines• ―Evolution‖ (of a logo, a singer, etc.)• Design is important• Memes are still good• Yes, this is a type of infographic #cre8content
  13. 13. What happens if youGoogle “LEGO timeline”? #cre8content
  14. 14. Video • Video is huge • It doesn’t have to be expensive • When it goes viral, it goes HUGE• YouTube is the biggest by far, but it’s not the only game in town• Dailymotion is 2nd-largest in the world• Vimeo has reputation for quality video• Viddy, Viddler – more players every day #cre8content
  15. 15. Photos • Large, attractive photos • Slideshows need to be short, or very fast-moving • UGC (user-generated content) encouraging readers to send in pics • Then &Now photos • ―Separated at birth?‖This had 102K views on StumbleUpon #cre8content
  16. 16. Lists • Top 10 is played out. Try top 9 or 17. Or 87 • Superlatives (best, ugliest, smallest) • Appeal to nostalgia • Riff off current events • Incorporate memesThis had 166K views on Stumbleupon #cre8content
  17. 17. Lists• If you’re going to do a list, make it cover the subject. BE COMPREHENSIVE• Why do top 10 if you can do top 34?• People like learning things they didn’t know #cre8content
  18. 18. A FEW MORE THINGS (Still paying attention?) #cre8content
  19. 19. Be Useful• Help people do something• Give them information they can use and actually want #cre8content
  20. 20. BeRelevant• Obvious link bait is obvious• Can be funny, irreverent, b ut not off-topic• i.e.: Write about topics that make sense for your audience #cre8content
  21. 21. BeConsumable• You can go heavy on text if you break it up with images• Vary what you offer• People have short attention spans, particularly online (darn those kids and their MTV!) #cre8content
  22. 22. THESE TIPS DIDN’T FIT IN OTHER CATEGORIES• Link out. People will notice, visit and maybe even link back to you• Illustrate whenever possible• K.I.S.S.: Keep it simple, silly• Emulate content you like• Look at your piece before you post — would you read it if you happened up on it? #cre8content
  23. 23. Keep in Touch! #cre8content