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Viral content marketing

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

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VIRAL CONTENT MARKETING:
 CREATING
PROMOTING
  SCALING
  CONTENT
    BY: JASON ACIDRE



                            KAISERTHESAGE
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

                                         KAISERTHESAGE
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.




                                                      KAISERTHESAGE
VIRAL MARKETING IS:
Delivered by word of mouth links = LINK BAIT




                                       KAISERTHESAGE
Link Bait – any content placed within a
certain domain/website, designed specifically to
gain attention and to attract natural links.




                                          KAISERTHESAGE
This guy encourages it.

@mattcutts




                                       KAISERTHESAGE
Ad

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Viral content marketing

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