Creating Content (That Works)


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IML's General Manager of Social Marketing, Amy Vernon, presented this webinar with SocialFish and CommPartners as part of their summer e-learning series.

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Creating Content (That Works)

  1. 1. Featuring veteran journalist, Amy Vernon
  2. 2. Maddie Grant, CAE of SocialFish
  3. 3. Finding the stories
  4. 4. Tips & Tricks• Google Alerts: • Set up alerts for your main keywords • Google sends you an email once a day of links toappropriate articles• RSS • Choose your feed reader (I like Google Reader) andsubscribe to appropriate blogs/news sites• Forums • Find forums in your niche/genre and join• Twitter Search • See what people are saying about what you’re covering
  5. 5. Types of stories
  6. 6. TargetedAny piece of news that relates to your niche/genre. They can be quicklyrecapped and take little effort.• Industry happenings• New releases• Personnel changes and movesWriting Time: LOWSocial Potential: LOWValue: Helps share important news, caters to your core audience, boosts SEO andhelps keep the blog filled.
  7. 7. FunnyA play off the news, but with an eye toward the absurd.• Start from the news, but focus on the funnyWriting Time: MEDIUMSocial Potential: HIGHValue: Shows a light-hearted side, ability to bring in traffic, boost SEO andexpose you to new audiences.
  8. 8. CommentaryThe approach covers popular news stories, but makes it yourown by expressing opinion.• Covers the news from a specific angle.• On a news release – is this a departure from the norm? Hasthis worked in the past?Writing Time: HIGHSocial Potential: MEDIUMValue: Establishes your thought leadership, boosts SEO.
  9. 9. What Works
  10. 10. Infographics• Don’t just throw up abunch of stylized text
  11. 11. Infographics• Share information inan engaging,informative way
  12. 12. Infographics• Visualize data• Make numberstangible
  13. 13. • Video is huge• It doesn’t have to be Videoexpensive• When it goes viral, itgoes HUGE
  14. 14. 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 memes
  15. 15. • “Evolution” (of a logo, a singer, etc.)Timelines • Design is important • Memes are still good • Yes, this is a type of infographic
  16. 16. • Large, attractive photos. • Slideshows need to be short, or very Photos fast-moving • UGC (user-generated content) encouraging readers to send in pics.Note: the photo above had 102K views on StumbleUpon • Then & Now • “Separated at birth?”
  17. 17. How-to• Teach your readers somethingthey don’t know.• Teach your readers somethingthey didn’t know they needed toknow.
  18. 18. Making ithappen
  19. 19. Relevant• Obvious linkbait isobvious.• Can be funny, irreverent,but not off-topic• i.e.: Write about topics thatmake sense for youraudience.
  20. 20. Comprehensive • If you’re gonna do a list, make it cover the subject. • Why do top 10 if you can do top 34? • People like learning things they didn’t know.
  21. 21. Consumable• You can go heavy on text if you break it up with images• Vary what you offer• People have short attention spans, particularly online (darnthose kids and their MTV!)
  22. 22. Final tips• Link out. People will notice, visit and maybe even link 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 youhappened up on it?
  23. 23. Contact meAmy Vernon@AmyVernonavernon@internetmedialabs.com
  24. 24. September 27 – Your New Content StrategyOn Demand – Google+ for NonprofitsOn Demand – Pinterest for NonprofitsOn Demand – Marketing in the Round
  25. 25.