What makes white papers go viral?


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Nemesis White Papers looks at UPenn Professor Jonah Berger's research on virality and applies it to white papers. We then share our own research on what makes white papers go viral.

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What makes white papers go viral?

  1. 1. What makes white papers go viral? Applying Jonah Berger’s new research to white papers. Sean Moss White paper writer and content marketing specialist at Nemesis Advertising Learn more at white-paper-writer.com/blog.html
  2. 2. What is virality? ● In the context of marketing, virality is the propensity of a particular piece of media to be shared.
  3. 3. Why is virality important? ● If your white paper goes viral, that means it’s getting shared and therefore seen by more people. ● That translates to more leads and more sales, of course.
  4. 4. How do we find out what goes viral? ● Do research - Jonah Berger, marketing professor at UPenn, analyzed 7000 articles to try to figure out why some went viral, and some didn’t.
  5. 5. What did Jonah Berger find? ● Positive media goes viral - On average, the more positive the article, the more likely it is to go viral. Stories with a sad or negative view were less likely to go viral. ● Emotional articles goes viral - Articles appealing to a reader’s emotions are more likely to go viral than those that don’t.
  6. 6. What did they find? ● It’s all about shock value - Novel and unsettling ideas are much more likely to go viral. ● Include a dose of inspiration - Uplifting media tends to have a high level of virality.
  7. 7. Do these findings apply to white papers? ● In our own cursory research, YES. ● We took 78 white papers chosen from Fortune 500 companies from whitepapers.org, and measured their virality based on mentions on Linkedin, Twitter, and Blogs.
  8. 8. What did we find? ● White papers that followed two or more of the above mentioned rules were 28% more likely to have more than 20 mentions than those that followed one or fewer. ● Shock value was the most important. White papers that had unusual topics were 33% more likely to go viral than those that didn’t
  9. 9. What’s next? ● We plan to do a more thorough study with more white papers and controlling for more variables. We’ll probably release results sometime in Q2 2014
  10. 10. Ready to learn more? Want the results from our more thorough study? - email Sean@NemesisAds.com This presentation is based on a blog post - http://white-paper-writer.com/viral.html Hire a white paper writer - at http://www.white-paper-writer.com/ Read more articles like this - at http://white-paper-writer.com/blog.html Read other white papers to get ideas - at http://www.whitepapers.org/ Read Jonah Berger’s book about virality : http://www.amazon.com/Contagious-ThingsCatch-Jonah-Berger/dp/1451686579/ref=la_B00ABMREEM_1_1? s=books&ie=UTF8&qid=1390518338&sr=1-1 Created by Sean Moss for Nemesis White Papers