Creating Immortal Content | Pubcon 2013

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We were told "Content is King" then came the "Viral Content" craze followed "Link Baiting" and we're now in the age of "Content Marketing." But how do you go about creating the type of content that your target audience will want to share? That's precisely what we cover in our illustrated guide to Creating Immortal Content!

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Creating Immortal Content | Pubcon 2013

  1. 1. Creating Immoral Content
  2. 2. rtal mmo I Creating Immoral Content
  3. 3. Create with an Audience in Mind Don’t  try  to  “go  viral”  
  4. 4. Create with an Audience in Mind Don’t  try  to  “go  viral”   Target  your  customers  
  5. 5. Create with an Audience in Mind Don’t  try  to  “go  viral”   Target  your  customers   Showcase  your  skill  
  6. 6. Never Waste Content Create  with  an  eye  on  Repurposing    
  7. 7. Never Waste Content Create  with  an  eye  on  Repurposing     Use  graphics  from  video  for  an  infographic  
  8. 8. Never Waste Content Create  with  an  eye  on  Repurposing     Use  graphics  from  video  for  an  infographic   Top  10  List  >  10  Post  Series  >  10  Videos  
  9. 9. Choose a Medium   Infographics  
  10. 10. Choose a Medium   Infographics   News-­‐jacking   Avoid Tragedy
  11. 11. Choose a Medium   Infographics   News-­‐jacking   Controversial  Interviews  
  12. 12. Choose a Medium   Infographics   News-­‐jacking   Controversial  Interviews   World  Records  
  13. 13. Choose a Medium   Infographics   News-­‐jacking   Controversial  Interviews   World  Records   Contests  
  14. 14. Choose a Medium   Infographics   News-­‐jacking   Controversial  Interviews   World  Records   Contests   Keep  Brand  Image  in  Mind!  
  15. 15. Make it Shareable Ask   e! eas Pl
  16. 16. Make it Shareable Ask   Make  sharing  the  call  to  acMon  
  17. 17. Make it Shareable Ask   Make  sharing  the  call  to  acMon   Provide  quotes  to  Tweet  
  18. 18. Make it Shareable Ask   Make  sharing  the  call  to  acMon   Provide  quotes  to  Tweet   Provide  thumbnails  for  Facebook   <meta property="og:image" ! content="http://seocoaches.com/facebook.png"/>!
  19. 19. Make it Shareable Ask   Make  sharing  the  call  to  acMon   Provide  quotes  to  Tweet   Provide  thumbnails  for  Facebook   Provide  embed  codes  for  Images   <a href="http://www.mydomain.com"><img ! src="http://www.mydomain.com/infographic.png" ! alt=“Great Infographic” /></a>!
  20. 20. Make it Shareable Ask   Make  sharing  the  call  to  acMon   Provide  quotes  to  Tweet   Provide  thumbnails  for  Facebook   Provide  embed  codes  for  Images   Only  include  buRons  your  audience  will  use  
  21. 21. Launching the Content
  22. 22. Infect Lots of Patient Zeros You’re  not  building  the  Field  of  Dreams  
  23. 23. Infect Lots of Patient Zeros You’re  not  building  the  Field  of  Dreams     Facebook  BoosMng  
  24. 24. Infect Lots of Patient Zeros You’re  not  building  the  Field  of  Dreams     Facebook  BoosMng   TwiRer  Sponsoring  
  25. 25. Infect Lots of Patient Zeros You’re  not  building  the  Field  of  Dreams     Facebook  BoosMng   TwiRer  Sponsoring   Promoted  Pins  
  26. 26. Infect Lots of Patient Zeros You’re  not  building  the  Field  of  Dreams     Facebook  BoosMng   TwiRer  Sponsoring   Promoted  Pins   Stumble  Upon  Paid  Discovery  
  27. 27. Infect Lots of Patient Zeros You’re  not  building  the  Field  of  Dreams     Facebook  BoosMng   TwiRer  Sponsoring   Promoted  Pins   Stumble  Upon  Paid  Discovery   Consider  Hiring  a  PR  Pro   Courtesy  of  AMC  
  28. 28. Coordinate Your Attack Create  a  Launch  Sequence   10, 9, 8, 7, 6, 5, 4, 3, 2 , 1…
  29. 29. Coordinate Your Attack Create  a  Launch  Sequence   Simultaneously  ARack  MulMple  Fronts  
  30. 30. Coordinate Your Attack Create  a  Launch  Sequence   Simultaneously  ARack  MulMple  Fronts   … Time  the  Campaign   Set y, ead R
  31. 31. Coordinate Your Attack Create  a  Launch  Sequence   Simultaneously  ARack  MulMple  Fronts   Time  the  Campaign   Have  Resources  Available  
  32. 32. Coordinate Your Attack Create  a  Launch  Sequence   Simultaneously  ARack  MulMple  Fronts   Time  the  Campaign   Have  Resources  Available   Keep  Notes  for  Next  Time  
  33. 33. When You Fail
  34. 34. Try Again Try  a  Different  Medium  
  35. 35. Try Again Try  a  Different  Medium   Try  a  Different  LocaMon   –  Different  Blog   –  Different  Social  Network  
  36. 36. Try Again Try  a  Different  Medium   Try  a  Different  LocaMon   –  Different  Blog   –  Different  Social  Network   Add  Value   –  Make  it  InteracMve   –  Provide  More  InformaMon   –  Go  “Bigger”  
  37. 37. Try Again Try  a  Different  Medium   Try  a  Different  LocaMon   –  Different  Blog   –  Different  Social  Network   Add  Value   –  Make  it  InteracMve   –  Provide  More  InformaMon   –  Go  “Bigger”   Alert  Fans  from  Previous  ARempts   They’re Back…
  38. 38. Try Again Try  a  Different  Medium   Try  a  Different  LocaMon   –  Different  Blog   –  Different  Social  Network   Add  Value   –  Make  it  InteracMve   –  Provide  More  InformaMon   –  Go  “Bigger”   Alert  Fans  from  Previous  ARempts   Try  a  Different  Idea  
  39. 39. Want to brainstorm Ben@seocoaches.com @skitzzo pubcon / graphics by Jim Cook

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