How to make content go Viral

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<ul><li> 1. How To Make Content Go ViralI M E A N R E A L L Y V I R A LFINCON 2014 | NEW ORLEANS MORGAN QUINN | 09.18.2014</li></ul> <p> 2. So you wantyour contentto go viral? 3. Nooooooo,this kind ofviral. 4. VIRAL CONTENTViral content is a phenomenon where contentgets a highly-unusual number of page views,shares, comments, and other social mediaactivity.!At its core, viral marketing is the spread of anidea through content that attracts attention.!The odds of your content going viral are 0.01%**a very non-scientific study conducted by a series of google searches done by yours truly 5. Oh, I get it.Let me consultThe Oracle. 6. 31 millionresults, huh?I better getcomfortable. 7. A few best practicesWhat the Internet Says About Viral Content(pretty good advice, if I do say so myself) 8. THE HEADLINEHeadlines should be 6-11 words and include a descriptive subtitle!COMMON EXAMPLES: Numbers (listicle) Positives (best, always, most, top) or negatives (worst, ugliest, unhealthiest, never). Compelling adjectives (sexiest, simplest, most useful, wicked, absolutely hottest). Personal relevance (you, your business, your boss, your child/spouse, people who). Emotional trigger (Awe, anger, anxiety, fear, joy, lust, surprise, inspiration, entertaining, educational). Promise (happier, more productive, win the game, improve health, be better). Double-whammy (two alluring promises in a single headline).CONTENTThe body of the content is useful and provides specific, actionablesteps (aka: news you can use).!Evokes strong emotion that stirs discussion.!There is a clear call-to-action to share and comment. 9. Evoking emotions. Makes sense.But which emotion should I go for?FEARSADNESSDISGUSTSURPRISEANGERJOYTRUSTHarvard Business Review study on the emotions that make marketing campaigns go viral. Read Article 10. VIRAL CONTENTAnger is the fastest spreading emotion on the Internet.!Positive emotions like joy and awe also move quickly.They are motivating, and like anger, they get your bloodpumping. Its like lighting a fire under someone andinspiring them to take action.!Emotions like sadness and melancholy are deactivating,meaning readers feel less likely to take action afterreading the content. Its like having the wind taken out ofyour sails. 11. I haveeverything tomake my blogpost go viral.Its time for my15-seconds offame! 12. Im writing,Im writing,Im writing 13. THE CHECKLISTAre you ready to publish? Short headline? Descriptive subhead? Listicle? Compelling adjectives / personal relevance / trigger / promise / double whammy?! Helpful / emotional / call-to-action? 14. And were live! 15. I dont get it,where are myreaders? 16. The truth isYou cannot make your content go viral. You can onlycontrol the quality of your content. What happens after youpublish is up to the world wide interwebs.!In order to increase the likelihood of your content goingviral, you need a highly-engaged audience and you needto give them content they care about. 17. What does myaudience care about? 18. Great question,but theres oneother questionyou have to askfirst 19. What do I have tooffer them? 20. THE ANSWERYour brand missionYour brand mission is the fundamental purpose of whyyour company exists. It is what your brand does and what itdelivers. 21. THE SCOOPCreating Your Brand MissionDont get too hung up on creating your brand mission.Giant corporations dedicate hours and hours of time andpiles of money and other resources to this.!Also, the mission can change as the marketplace andstrategy changes. And in this rapidly-changing world, itsimportant to stay nimble. 22. A TIME SAVING EXERCISEBrand PillarsThe brand pillars rise from the foundation of your brand. Itis what makes your brand memorable and how yourreaders relate to you. The pillars reinforce your brand.!For every pillar ask, How does this pillar reinforce mybrands purpose?!There should be no more than four brand pillars. Keep itsimpleyou fill in the rest. 23. BRAND PILLARS FRAMEWORKBRAND PURPOSETagline; primary marketing message#1 #2 #3 #4How does it achieve yourbrand purpose?!Types of Content:How does it achieve yourbrand purpose?Types of Content:How does it achieve yourbrand purpose?Types of Content:How does it achieve yourbrand purpose?Types of Content:!!Content Examples:!Content Examples:!Content Examples:!Content Examples:! 24. Your brand pillarskeep you fromwriting about:!MoneyAnd my cat!And technology!And my favorite recipes!And DIY projects!And movies!You get the point. 25. BRAND PILLARS EXAMPLEMint.comHeres an example of what Mint.coms brand might looklike if I were doing this exercise today**I totally did this today. You guys know Im not allowed to share top secret internal information. 26. EXAMPLE FRAMEWORK: BRAND PILLARSBRAND PURPOSEGive people the understanding and power to take action with their money and lead better lives.#1Mint is a Leader in Personal Finance#2Mint is the go-to resource for users' personalfinance needs.#3Mint is an easy-to-use, innovative personalfinance tool.How does it achieve yourbrand purpose?Through thought leaders hip, users can trust thatMint has the best tools they need to improvetheir financial lives.!Types of Content:! AwardsEndorsementsSpeaking opport!unities &amp; eventsPartnershipsMint is a Leader in! Personal FinanceHow does it achieve yourbrand purpose?Mint has the resources u sers need to live betterlives through budgeting, reducing financial stress,and reaching their financial goals.!Types of Content:! Timely and topical personal finance contentClear-cut, unbiased info r mation with actionablesteps on HOW to manage finances.Inspirational user! success stories.Expert advice.How does it achieve yourbrand purpose?By organizing their finan c es all in one place andgetting a clear picture of their finances, users canstart reaching their financial goals.Types of Content:! TipsHow-tosBest practicesUser quotesData: $ saved, goals reachedProduct shots: overspending alerts, ways tosave, goal updatesContent Examples:!Content Examples:!Content Examples:! 27. Q&amp;A TIMEHow will brand pillars helpme write blog posts?!Brand will serve as a guideline to keep your content laser-focusedand aligned with your mission.!The content you publish and all your social activity should reflect thebrand pillars. If it doesnt fit into a pillar it doesnt belong.!Content must deliver on your brand pillars, not the pursuit of moretraffic.!Sensationalist content and click-bait headlines detract from yourbrands mission and undermine the relationship you have with yourreaders. 28. Q&amp;A TIMEWhat do my readers careabout?!Let your data lead you to the answer.!Top read blog postsSubject matterLength: short vs. longSocial sharesComments!Track data on a monthly basis and perform quarterly evaluations toensure you are meeting benchmarks or to see if you need to makechanges to your content strategy.!Dont be afraid to make changes: its important to first test a hypothesisand then use data to drive change. 29. WHERE THE MAGIC HAPPENSWhat your readerscare aboutWhat you haveto offerMAGIC! 30. SOME RULES TO WRITE BYAsk before you publishIs the content so useful that your audience would thank you? Ann Handley, Head of Content at MarketingProfs and author ofContent Rules.!Does is evoke so much emotion that the reader cant help butshare it?!Will reading and sharing the content make the reader seemsmart to their peers?!Does the content have a strong call-to-action asking readers tocomment and share? Is it easy for them to do those things? 31. Congratulations!Lets be honest, your content probably wont become anovernight sensation, but you are well on your way tobuilding an incredible brand with a rock-solid contentstrategy. 32. Appendix 33. REFERENCES!Study showing anger is the most viral emotion:!Anger, awe, and joy as motivators:!How to write a great blog post:!Generate great titles for your blog posts with the Tweak Your Biz Title Generator: 34. WHERE YOU CAN FINDMorgan QuinnEMAILMORGANMARIEQUINN@GMAIL.COM!LINKEDINMORGANMARIEQUINN/!TWITTER@MORGANMQUINN </p>