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Viral Content Strategy +
Social Media Hacks
Taylor Ryan
CMO, Valuer.ai
Strategies, Tools, and Guide

About me
2
I've co-founded 5 startups
Current the CMO of a venture backed Ai
Company – Valuer.ai
12+ years experience
Published a few marketing ebooks
Consulted on SEO/SEM for 5+ years
Mentor, startup junkie, technical marketer,
and growth hacker
CMO, Valuer.ai
Aboutme

Fun Fact 3
I was on an American Reality Show:
House Hunters International
FunFact

We NEED You!
We’re looking for 10-20 agents for the Tech BBQ event
Free Ticket!
Help us represent the brand, meet startups, get in free
(Tickets Cost - 1.112 DKK)
SEPT 24-25 - 2018
Monday + Tuesday in CPH
Sign up at:
http://jointhehunt.co
Becomean
Agent
Here’s your chance!

 Event Software
Create events. Sell tickets. Get your community talking.
About
5
Shout out to Conferize

Agenda
What’s growth hacking?
SoMe Content Strategy
SoMe Algorithms
Linkedin
Facebook
Why are you here?
01
02
03
Understanding you before we start
Definition
Types of content + how to
Algorithms are changing
Techniques to boost
engagement
Boost engagement / increase
likes
04
05
06
6What we’re talking about today

Agenda
Instagram
Pinterest
Wrap upTwitter
07
08
09
Influencers + engagement
Tools + How to
Tips
Conclusion
10
7
What we’re talking about today

My Goal For
Today Provide Value.

Whyareyou
here
9Why are you here

Growth hacking is a process of rapid
experimentation across marketing
funnels, product development, sales
segments, and other areas of the
business to identify the most
efficient ways to grow a business.
What is Growth
Hacking?
10
GrowthHacking

Bootstrapped ways to drive traffic
and growth outside of traditional
methods.
What is Growth
Hacking?
11
GrowthHacking

 Content
 PR / Amplification
 SEO
 SEM
 Social Media
 Email Marketing
 Website Design
 CRO / UX
 Automation
 Onboarding
Marketing is about
understanding systems
12
Building
Experience

13
SoMeContent
Strategy
SoMe Content
Strategy

14
The best marketers are story
tellers. You’re compelled to want
more.
SoMeContent
Strategy
SoMe Content
Strategy

Content is
King
105+ types of content
http://www.convinceandconvert.com/conte
nt-marketing/content-to-fill-calendar/
15
SoMeContent
Strategy

The why behind the
why
Content
Strategy 16
 Discovery
 Awareness
 Legitimizes your business + expertise
Content marketing costs 62% less than traditional marketing and generates about 3 times as many
leads. (Source: DemandMetric)

17
Some Content
Strategy
SoMeContent
Strategy

Buyer Personas
 Who will buy this product / service
 What are their pain points
 What other interests they have
 Most common questions
 What is their life like?
 What are the industry secrets?
 What do people in your own industry struggle with
understanding?
 What other topics do people in your industry find interesting?
 What do people in your industry have in common?
18

Content
Strategy
19Marketing Funnel:

Content
Strategy
20
Marketing Funnel:

Strive to make high-quality content
Content
Strategy
21
Practice makes perfect
 Your 1st content piece won’t be as good as your 10th
Don’t half-ass this stuff
 People can tell when you don’t care

Truth
1 piece of content can change an entire
industry and make a company millions
Content
Strategy
22

Content
Strategy
23
 Relevant
 Improve the understanding / Context
 Helps improve skimability
 SEO
 More sharable
How Can I Create Good Visuals?

Content
Strategy
24
 Practice
 Voice to text – Dictation.io or any other solution
 Find someone who does! TheHub.com
 Article writing services exist at $5 - $100 per article (fiverr,
Konker, Upwork, etc)
 Use a plagiarism checker like Content-watch.ru
How Can I Write Good Text

Isn’t it hard to make videos?
Content
Strategy
25
Video Production:
 The camera in your phone is better than most
cameras 8 years ago
 Every 13+ year old knows how to take video and edit
it
Equipment:
 Your cell phone camera is good enough
 Cheap microphones online
 Create a rig with a LCD light for next to nothing

How Can I Create Good Videos?
Content
Strategy
26
Screen Capturing:
 Camtasia, useloom, screenr, or google it 
Video Editing:
 iMovie, Premiere, Finalcut, Camtasia, etc

How Can I Create Good Videos w/out Footage?
Content
Strategy
27
Stock footage:
 Storyblocks, slidely, dissolve
Explainer
 Powtoon, Go!Animate, Moovly, Rawshorts

I don’t have time… GTFO
 Sit down once a month
 Cover three broad topics
 Make video + take pictures - then chop it up
 Write short summaries
 Then schedule it out: Natively for FB / LI for
Video
 Write 1-2 weeks worth of statuses in 1 sitting
Content
Strategy

Curationworks 29
Curation
 Stealing the best content
 News / Industry blogs
 Relevance for your audience

Curationworks 30
Posting tools
 Automate
 Bulk create
 Bulk upload / Schedule

SocialMedia
31
Social Media

SocialMedia
32
We’re all on it, all the time …But it doesn’t mean we’re experts.
Social Media

SoM
e
Social
media
33
 Algorithms how they work
 B2B vs B2C
 C Level Executives notice when it’s not there
 Not one size fits all
 What platform does your audience use the
most?

Your posts are like samples at a
buffet
34
AlgorythmsAlgorythms
 Your post is exposed to >10% of your connections
 Early engagement = more value
 Each type of engagement is weighted differently

Meaningful Engagement is
EVERYTHING
35
AlgorythmsAlgorythms
 All social networks are pushing for “meaningful
engagement”
 More success = more success + exposure

Other trends:
36
 Original Video/visual content is prioritized*
 Links are the least valuable = less time on site
 Correlation between SERP rankings and SoMe
engagement
 IT CHANGES
AlgorythmsAlgorythms

What not to do: Engagement Bait
37
 Vote baiting / React baiting
 Share Baiting
 Tag Baiting
 Comment Baiting
 Working on: Clickbait headlines + Bad UX on linked
pages
AlgorythmsAlgorythms

Want to see some crazy
shit?
38
 Fake account
 Posting the same rotation of 50 stolen videos
 4-8 videos per hour throughout the day
 Different tags / descriptions
 Re-post same video with most engagement within the
hour
 Attractive model -> creates clicks
 Good job title
 Profile visits = page visits = traffic on site
https://www.linkedin.com/in/anastasia-morozova/
AlgorythmsAlgorythms
Can you hack the algorithm…
yes

Linkedin
39
Linkedin

Details
Linkedin
40
SoMe
 Ideal post length 25 words*
 1,300 characters - status update limit
 1.8M groups… not engaging… yet
 Demographics – right for some, not for others

SoMeLinkedin
41
 Best for B2B
 Broetry
 Algo updates are all about “meaningful engagement”
 Articles + Groups are a waste*
 Mobile is important!
SoMe

SoMeLinkedin 42
 Timing is everything!
 Providing value
 Narratives + insights
SoMe
How to Increase engagement

SoMeLinkedin 43
 Video works, URL links don’t
 Engage with influencers + tagging
 Use hashtags – target industry /
titles
 Emojis
 Posts from C-level
SoMe
How to Increase engagement

SoMeLinkedin 44
 Post blog summaries as “articles” and link to URL
 Use Custom audiences to hyper-target clients with linkedin SEM
 Get a slack group with like-minded marketers and drop links that
everyone comments and shares
 Improve your profile (optimization guides everywhere)
 Ghost write for c-level execs
 Follow competitors + influencers with good content
SoMe
Random Additional tips

45
Facebook

SoMeFacebook
46SoMe
 Better for B2C
 Best deal on SEM
 Average time per visit is 20 mins
 50 minutes per day average surfing
time
 Most active network

SoMeFacebook 47
SoMe
 Ideal length 40 characters
 Tag companies
 63.206 characters max
 1-2 hashtags help*
 Emoji’s increate engagement
 Before “read more” appears – 400 characters

SoMe
Facebook
48
 Using fake likes is a waste
 Targeted Boosting sucks but works after you’ve built an
audience
 The best platform for growing
SoMe

Facebook 49SoMe
Growing organic followers from 0 is
HARD
How did you think people got to your page?
 Via a link on your website
 Shares from a piece of content
 Other SoMe (groups)
 Friends engagement
 Next to impossible without SEM + Boosts

Facebook 50SoMe
 Create Targeted Campaigns based on Engagement on Ads Manager
Instead, grow your audience with SEM
 Create an engagement Campaign -> Page likes

Facebook 51SoMe
Segments / Targeting
 Select for page likes
 Set daily budget – start low ($10 works)
Create targeted campaigns for page
likes

Facebook 52SoMe
Segments / Targeting
 Create a custom audience
 Target specific (European) countries, then select your competitors (interest)
Create targeted campaigns for page
likes

Facebook 53SoMe
Campaigns
 Test 6 different images
 Carousels + video work best
 Question or statement that sparks interest
 Value proposition and benefit to the audience
 Call to action
Test out campaigns

Facebook 54SoMe
 1st day: boost the post to your own audience = “warm audience”
 2nd day: boost post to people who like your page and their friends = “warm audience”
 3rd day: boost post to people you choose through targeting = “cold audience”
Boosting Posts
Only boost your best stuff!!!
 $1-$5

55
Twitter

SoMe
Twitter
56
 Mix of everything
 Best way to get in touch with MAJOR influencers
 I’ve never been a huge fan, but it can drive traffic
 Influencers are out of their minds
SoMe

SoMeTwitter 57
SoMe
 Ideal length 70-100
 280 max
 RT takes out 24
 1-2 hashtags

SoMe
Example of it working
58
 Crazy stuff works on here
 Be playful + complimentary
 Don’t go in for the ASK right away
SoMe Twitter

SoMe
Twitter
59
 Engage with influencers
 Research on medium sized folks
 Engage and provide value
SoMe

60
Instagra
m

SoMe
Instagram
61
 Best for B2C
 Best for younger demographic
 Fashion, apparel, and lifestyle brands work
 Influencers are out of their minds
SoMe

SoMeInstagram 62
 10+ hashtags is okay
 Research relevant hashtags
 Engage directly with brands
 Like and comment on big infleuncers
 Do shit for free
 Fashion, apparel, and lifestyle tagged
 Repost in stories
 Boost via facebook ads manager
SoMe

SoMe
Pinterest
63
 Best for B2C
 Best for DIY + Infographics
 Best ratio of creators vs users
 Post all original visuals, infographics, SoMe posts
SoMe

Warpup
64
Wrap up

Connect With Me
65
TR@valuer.ai
Taylor
Ryan
Taylor
RyanCMO,
Valuer.ai

We NEED You!
We’re looking for 10-20 agents for the Tech BBQ event
Free Ticket!
Help us represent the brand, meet startups, get in free
(Tickets Cost - 1.112 DKK)
SEPT 24-25 - 2018
Monday + Tuesday in CPH
Sign up at:
http://jointhehunt.co
Becomean
Agent
Here’s your chance!

67
Than
kYou
..

Questions
?
Questions?