Our Senior Content Manager, Kyle Olson, sat down with BuzzSumo’s Director, Steve Rayson, to analyze BuzzSumo data. By combing through millions of news articles and social posts, they were able to shed light on what publishers actually want- shareworthy content!

1. Webinar: Creating Content
Publishers Want to Share

2. Listen to the Webinar!
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3. Presenters
Steve Rayson
@BuzzSumo
Kyle Olson
@DTCchicago
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4. #ShareableContent

5. How Do I Get My
Content on Top-Tier
Publications?

6. BuzzSumoBUZZSUMO DATA
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7. BuzzSumoBUZZSUMO DATA
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8. Most Shared ContentMost Shared Content
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9. Today’s Trending ContentMost Shared ContentToday’s Trending Content
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10. Domain AnalysisMost Shared ContentDomain Analysis
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11. Top AuthorsMost Shared ContentTop Authors
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12. Interesting Finds
New York Times Example
• Long form content gets more
shares & links
• List posts achieve a lot more
shares
• Opinion posts get a lot more
shares and links
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13. #ShareableContent

14. Design & Development ChecklistDEMAND FOR CONTENT
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15. Design & Development ChecklistDEMAND FOR CONTENT
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16. Design & Development ChecklistDEMAND FOR CONTENT
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17. Design & Development ChecklistDEMAND FOR CONTENT
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18. #ShareableContent#ShareableContent

19. Traditional Newsroom Flow Chart
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20. Digital Publication Flow Chart
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21. Design & Development ChecklistEMBRACING DIGITAL PUBLISHING
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22. Design & Development ChecklistICE BUCKET CHALLENGE INFOGRAPHIC
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23. Design & Development ChecklistICE BUCKET CHALLENGE INFOGRAPHIC
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24. Design & Development ChecklistICE BUCKET CHALLENGE INFOGRAPHIC
266
5,500
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25. Design & Development ChecklistDAN DIAMOND - FORBES
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CNN, Huffington Post, Time
Magazine, Billboard

26. Design & Development ChecklistEMBRACING DIGITAL PUBLISHING
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27. Design & Development ChecklistTHE ECHO CHAMBER
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28. Design & Development ChecklistTHE ECHO CHAMBER
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29. Design & Development ChecklistTHE ECHO CHAMBER
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30. Design & Development ChecklistTHE ECHO CHAMBER
SOURCE
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31. DIGITAL PUBLISHING FLOW CHART
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32. Design & Development ChecklistHEARTBLEED INFOGRAPHIC
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33. Design & Development ChecklistHEARTBLEED INFOGRAPHIC
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34. Design & Development ChecklistHEARTBLEED INFOGRAPHIC
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35. S
U
C
C
E
S
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36. Simple
Can it be pitched in a subject line?
U
C
C
E
S
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37. Simple
Can it be pitched in a subject line?
Unexpected
You’ve got my attention, now can you keep it?
C
C
E
S
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38. Simple
Can it be pitched in a subject line?
Unexpected
You’ve got my attention, now can you keep it?
Concrete
Can you express this in terms that I understand?
C
E
S
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39. Simple
Can it be pitched in a subject line?
Unexpected
You’ve got my attention, now can you keep it?
Concrete
Can you express this in terms that I understand?
Credible
Why are you telling me this story?
E
S
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40. Simple
Can it be pitched in a subject line?
Unexpected
You’ve got my attention, now can you keep it?
Concrete
Can you express this in terms that I understand?
Credible
Why are you telling me this story?
Emotional
Why does this matter to my audience?
S
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41. Simple
Can it be pitched in a subject line?
Unexpected
You’ve got my attention, now can you keep it?
Concrete
Can you express this in terms that I understand?
Credible
Why are you telling me this story?
Emotional
Why does this matter to my audience?
Stories
What’s the narrative? How’s it flow?
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42. Design & Development Checklist8 NEWS VALUES
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1. Impact
The significance, importance, or consequence of an event or trend.
2. Timeliness
The more recent, the more newsworthy.
3. Prominence
Occurrences featuring well-known individuals or institutions.
4. Proximity
Closeness to the story. Geographically or in mentality.
5. The Bizarre
The unusual, unorthodox, or unexpected attracts attention.
6. Conflict
Controversy and clashes are newsworthy.
7. Currency
Take into account what’s on people’s minds.
8. Human Interest
More of an entertainment value.

43. Design & Development ChecklistLANGUAGE INTERACTIVE
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44. Design & Development ChecklistLANGUAGE INTERACTIVE
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45. Design & Development Checklist
BEFORE YOU START DEVELOPMENT
PRE-DEVELOPMENT
• Exploratory Outreach
• Find influencers
• BuzzSumo
• Test the market
• Is your idea viable?
• Get feedback
• Use the feedback
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46. Design & Development ChecklistAMPLIFYING THE CONTENT
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You’ve carefully decided on a content piece to develop…
…so how do you get publications to place the content?
You have to know where to look.

47. Design & Development ChecklistDEFINING THE AUDIENCE
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48. Design & Development ChecklistFINDING CONTACT INFO
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49. Design & Development ChecklistFINDING CONTACT INFO
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50. Design & Development ChecklistFINDING CONTACT INFO
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51. Design & Development ChecklistFINDING CONTACT INFO
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52. Design & Development ChecklistOUTREACH EMAIL
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53. Design & Development ChecklistKEEPING THE RELATIONSHIP
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• Don’t just get the placement and disappear
• Keep a black book and update it regularly
• Stay active in their inbox
• Once a month
• Don’t “ask” for anything
• Keep them up to date with what you’re
working on
• If the piece was well received, the writer
likely wants more content
• win/win

54. Design & Development ChecklistOUTREACH TIP
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55. Design & Development ChecklistOUTREACH TIP
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56. Design & Development ChecklistOUTREACH TIP
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• Get familiar with their work
• Has a lot to prove
• Easier access point
• Same SEO value as top writer
• Traffic and social shares are cherry on top
• Build the relationship as they grow

57. THANK YOU!
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