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The Content
Lifecycle:
How to Create and
Share Content Your
Readers Will Love

Janet Aronica
Head of Marketing
Shareaholic

Ginny Soskey
Marketing Manager
Shareaholic
Hi! I’m Janet.

 Head of
Marketing
Shareaholic
Hey! I’m Ginny.

      Marketing
       Manager
      Shareaholic
Meet Jay.



CEO/Founder
 Shareaholic
Nights and weekends
                 to early growth


              2008 Mozilla Firefox
              Extension Award
                                     1 MILLION
                                     downloads



    February 2008                      June 2009



5
Browser Tools
   Shareaholic
     TODAY




                 2 MILLION
                   Browser
                  extension
                  downloads
Source: Civilized Caveman Cooking
   http://civilizedcavemancooking.com




 publishers

200,000
Publishers
2,500 +
     Developers
    accessing our
      Share API




8
300,000,000
people each month
+         +

For context: That’s more than Germany,
     France & the United Kingdom
              combined.
10
Shareaholic is the4 thlargest
     country in the world.




11
Humble
beginnings?
Humble
beginnings?
Strugglefest.


14
We learn from our
       publishers.



15
1   Brainstorm

                      Overview
     2   Write


     3   Optimize


     4   Promote



     5   Analyze
16
1   Brainstorm




17
Friends don’t let
     friends post
     without a plan.

18
Analytics




19
Consume
                                    the content
                                    you want to
                                    create.


Photo courtesy of D Sharon Pruitt
Photo credit: Bakerella
20
Leverage
     current events
21
Editorial
                              Calendar




     http://bit.ly/SHRedcal
22
2   Write




23
Your headline
     is your first
     impression.



24
Great
     headlines


                 •   Urgent
                 •   Useful
                 •   Unique
                 •   Specific

25
Headlines vs. Page Titles




26
Great
     introductions



           •    State a problem
           •    Popular phrase
           •    Numbers


27
Lists work.




28
Predictable
       Voice




29
Be a visual storyteller.



30
3   Optimize




31
On-page                Off-page
         SEO                    SEO

     • Keyword             •   Linkbuilding
       research/targetin   •   Guest blogging
       g                   •   Social media
     • Headlines           •   Ad words
     • Page titles
     • Image file names
     • Meta description

32
Source: SEOmoz http://mz.cm/y2MX7d
33
All-in-One
     SEO Pack




34
35
Brand your visuals




Source: PB Fingers
http://www.pbfingers.com/
36
Tools:
     Optimize for
      Pinterest


            •   PicMonkey
            •   Shareaholic Chrome
                Pinterest Extension
           http://bit.ly/SHRPintools
37
Funky page title




          Not your Twitter account

38
Sweet page title!




                 Optimized for Twitter!
39
Page Title
     Featured
     Image




                Meta
                Description



40
It might not
       be love at
       first sight.




41
Link to old
                         content




Source: How About We
http://howaboutwe.com
42
Related
                                                  content




Source: Guilty Kitchen http://guiltykitchen.com
43
4   Promote




44
Where does traffic come from?



     33%
     Referral
      Traffic




45
Why do you share?


46
Where should you share?


47
AFFINITY
           WEIGHT
     + TIME DECAY
48
        EDGERANK
49   Source: http://www.whatisedgerank.com/
Timeline
      Tips &
      Tricks




50
Join the
        #conversation.

Twitter Chat Schedule: http://bit.ly/UlKN6Q
51
Make the
     most of your
     time by
     scheduling
     posts.

52
Twitter
     Tips &
     Tricks




53
Get
                                                                                                  visual



                                                                       Pinterest is the fourth
                                                                      largest traffic source in
                                                                             the world.
             Inspirational,
            curated photos




                                        41% of adult internet users curate
                                           photos or videos online.1



1Source:
 54        http://pewinternet.org/Reports/2012/Online-Pictures.aspx
Get down to the basics.




      Pin
     Share


                  Repin              Board
             Reblog, Retweet   Collection of Pins


55
What should you do now?




     Complete
                  Network     Optimize
     Presence




56
Sharing is caring.




Photo courtesy of Milena Mihaylova
 57
5   Analyze




58
Metrics: The
     intelligence you nee
     to take your blog to
     the next level.




59
(But don’t get lost in the data
                jungle.)



60
Shareaholic Content Analytics




                      http://bit.ly/SHRa
                      alytics
61
For more product and
      installation information, visit
     Shareaholic.com/publishers



62
Thank you!

        •   @JanetAronica
        •   @gsosk
        •   @Shareaholic
        •   Shareaholic.com

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The Content Lifecycle: How to Create and Share Content Your Readers Will Love

Editor's Notes

  1. First, meet our fearless leader, Jay. Before founding Shareaholic, Jay was VP of Products at Lookery, a targeted ad network for more than 200 million users. Prior to that he was a Product Manager and founding team member at Compete.com, which was acquired by WPP. Jay graduated cum laude from Tufts University with a degree in Computer Science.
  2. In 2008 Jay started Shareaholic as a nights and weekends project because he wanted a better way to share content on the web. In its first year Shareaholic won the Mozilla Foundation’s Extend Firefox award for best Firefox extension. Just a year later it crossed 1 million downloads.This early traction truly is a testimony to Jay’s scrappiness and intelligence. He is a true innovator and these accomplishments really laid the foundation for the where we are at today and where we will go tomorrow.
  3. Fast forward to 2012 - Our browser tools have grown to more than 2 million downloads and 180k active daily installs.We enable our users to share to more than 200 social networks.
  4. We have more than 200,000 websitesin our publisher network using our sharing tools and related content widget to increase traffic and engagement on their blogs
  5. And in addition to all this, we have more than 2500 developers accessing our API to power their projects, which include more sharing tool styles and browser extensions.
  6. All in all, our content sharing and discovery tools reach more than 300 millionpeople each month
  7. That’s a lot of people. In fact, that’s more people than the populations of Germany, France, and the United Kingdom combined.
  8. Put another way, if Shareaholic was a country, it’d be the 4th largest nation on the planet behind China, India and the United States.
  9. My first blog was about my life as a server. I was a server from age 16 all through college and my blog was just funny stories about my customers.I got an A though!Sometimes I think to myself that I’m really the most unlikely person ever to run marketing for a “blogging startup”… but then again I really think that we’re all sort of figuring this out together.
  10. Flitted around from different platforms—tried EVERYTHING and nothing stuck
  11. Because the truth is…even though blogging has been around for sort of a while…we’re all figuring this stuff out. I see a lot of really smart people who don’t know what to write about and they don’t know how to measure what they write about. And those who are measuring are only focused on pageviews and they completely ignore the impact social sharing has on that metric….
  12. It’s tough to make a plan for how you want to change things if you don’t stop and think about what you’re currently doing. If I really wanted to do a “shareable content” rehaul tomorrow, I’d first take a look at what is working so far for my content.**this is where we’ll talk about our publishers - we will talk about how they teach us about this stuff everyday, how we are learning from THEM, so we are just trying to keep up with them and share what we are seeing from their successes... shine the light on the community
  13. So now that you have an idea of what has been working in the past, my next recommendation is to try and replicate that success and plan to test out simialr types of posts. You’ve got to make a plan, and having an editorial calendar will help you do this! Plan it out, test it out: Use an editorial calendar. (if you want to create shareable content you can’t just fly by the seat of your pants!)
  14. Take a look at your top content in google analytics to see what is getting the most pageviews. For Shareaholic we offer free publisher analytics for our bloggers, and using a tool like this you can see a breakdown of the top posts ranked by pageviews and shares.
  15. Test timely eventsLook @ current events to identify what people are already talking about, and see if you can insert your opinion, product or service into that conversation.So an example of that is something we do at Shareaholic. When there is something timely happening we’ll do a post like “How to follow the Stanley Cup playoffs online” because it’s related to the digital interests of our audienceFor a more B2B, it’s always a good opportunity to establish yourself as an expert based on what’s currently happening for your industry. So, a post like “What the new Google+ redesign means for marketers” or “What _____ law means for real estate attorneys” are ways to insert yourself in that conversation.
  16. At Shareaholic for our editorial calendar planning, I actually simply use a Google Doc spreadsheet! It works really well as our marketing mngr Ginny and I both change things on there. And it’s also easy to share with a freelancer or guest blogger who may not be in the same office as you. AND it is $free.99Wrote a pretty good guide for this and the bitly link for that is down @ the bottom of the post
  17. SO to begin your post… Write your headline first! Your headline is your first impression so you have to make it count.The keywords that you use in your headline are significant ranking factors.So, optimize your headline for social sharing. Keep it short – around 10 words or less, include keywords and make it snappy and intriguing.There are 3 elements of a really great headline… Missouri University of Science and Technology – according. You have .2 second to catch people’s eye
  18. Urgent: Why should I read this NOW? - negative emotionsUseful: Why is the blog post valuable? - ULTIMATE guides, newlearningsUnique: Why is this blog post compelling and unique? - if it’s been said, find something elseUltra-specific: What can I expect to learn from the blog post?
  19. Another good thing I like to mention about headlines is that you can alter your headline and your page title…So here is an example from the WSJ where the headline was fun for humans, but the page title was fun for search engines. Google doesn’t laugh, so you have to be a little more literal for him and so by optimizing both of these areas you’ll be good.As a side note… I would say though not to keyword stuff your page title too much as that is the line of text that comes up in a social share right before the link. BUT you can make this still interesting and keyword filled.
  20. You have to hook them right awayState a problem – It seems like there is not enough time in the day to blog.Popular phrase – They say that beauty is only skin deep, but…Numbers – ex about Pinterest in WP layout. Use stats from Pinterest being 4th largest traffic source in the world
  21. Some think it’s a a little presumptuous that you can dial down an entire strategy into little bit-sized chunks of content in a “list” post. But here’s why people love list posts and why they are shareablePeople ScanHave clear benefits and takeawaysPeople don’t always need a story
  22. Write in a predictable voice – if you are more casual/professional, stick to it!Build a rapport by standing out!Cassey
  23. Visual storyteller – BuzzfeedSometimes pictures convey the story better than you ever could. Look at this photo—this is more than just a road. It speaks of possibilities, openness, opportunity. Buzzfeed does a really good job with using pictures to tell the story. http://www.buzzfeed.com/txblacklabel/true-love-in-pictures-only-28m7
  24. You want to think about the template or the look and flow of your blog content and how that relates to its shareability. No matter what you’re writing about… whether its product reviews of kitchenware or fitness tips or 5 ways to choose a cloud data backup provider… the right format will increase the readability and shareability for your contentThis is from SEOmoz and it’s a good way to think about setting up your posts so they are easy to read and optimized for search engines.You’ll see here that a common keyword is targeted throughout the copy of the post, they’re emphasizing a great headline.. They’re using bullets and an SEO-optimized image. All good things to think about for your blog post
  25. So now that you have an idea of what has been working in the past, my next recommendation is to try and replicate that success and plan to test out simialr types of posts. You’ve got to make a plan, and having an editorial calendar will help you do this! Plan it out, test it out: Use an editorial calendar. (if you want to create shareable content you can’t just fly by the seat of your pants!)
  26. Be visual! Our latest stats show that Pinterest now sends more traffic to websites than Google+, Bing, StumbleUpon AND Twitter. That’s signficant!
  27. Some of our publishers do a particularly great job at branding their visuals with the name of their blog. Like that a lot, increases the awareness for your blog as well as directly adding traffic!
  28. Urgent: Why should I read this NOW? - negative emotionsUseful: Why is the blog post valuable? - ULTIMATE guides, newlearningsUnique: Why is this blog post compelling and unique? - if it’s been said, find something elseUltra-specific: What can I expect to learn from the blog post?
  29. Optimize your sharing buttons. You don’t want them to look weird!URL – that URL will be wrapped by twitter, but some readers may not realize this and just x out of your share. Choose a URL shortenerAdd your Twitter account!Shareaholic makes this easy
  30. don’t just blast out the same thing to all platforms. Pick the ones that are working for you, look @ your referral traffic, and spend your time accordinglyScheduling tweets actually does work, people read on the weekends
  31. General tips that will help your own shares and the shares from your readersMeta descriptionFeatured image – auto featured image pluginPage title (like I said before, this is important!)
  32. Engage new visitors with calls to action for further learning. Encourage email subscriptions
  33. referral traffic accounts for nearly 33% of traffic, and a ton of that has to do with how many shares you get. And in addition, your organic traffic is significantly impacted by social signals like Facebook likes, +1s and Tweets.You BETTER be on social media.
  34. What do you see in YOUR newsfeed?People share because something…Defines themTeaches them somethingMakes them laugh/cry/scream
  35. Examine your analyticsThese are the top 3 networks the our publisher network shares to and uses often
  36. Edgerank – what content works bestWhat percentage of fans see your contentAffinity – RELATIONSHIP WITH PERSON/Brand. is built by repeat interactions with a Brand's Edges.Weight – Comments/Likes/InteractionsTime Decay – How long it’s been aroundhttp://techcrunch.com/2012/02/29/facebook-post-reach-16-friends/ 12 % of fans reached
  37. Edgerank – what content works bestWhat percentage of fans see your contentAffinity – RELATIONSHIP WITH PERSON/Brand. is built by repeat interactions with a Brand's Edges.Weight – Comments/Likes/InteractionsTime Decay – How long it’s been around
  38. Pin to the top, make it big Timeline – how often
  39. Hashtags – a way of organizing conversationTwitter chats – esp for bloggers – there are a ton
  40. Scheduling posts – tweetdeck, crowdbooster, buffer Knowing your audience and when they’ll be availableTrack effectiveness with bit.ly
  41. @ vs. .@EmbeddingMultimedia
  42. Follow the tips from before and have your own presencePresence & account – have your own page to network, but also check your source pageNetworking – repinning, commenting, likingOptimize – use hashtags, categories
  43. Talk about engaging, you’ve got to share to be shared