3 content formats to lift your traffic
TRANSCRIPT
3 CONTENT FORMATS TO LIFT YOUR TRAFFIC
Steve Rayson Director, BuzzSumo
@steverayson
Hana Abaza VP Marketing, Uberflip
@hanaabaza
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Content Formats § Infographic § “How To” post § “Why” post § Review § Picture list post § Podcast
§ List post § Video/animation § Quiz § Interview § “What” post § Webinar
We take a look at 3 that are under used
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These three post types have the potential to drive significant traffic.
§ Infographic § “How To” post § “Why” post § Review § Picture list post § Podcast
§ List post § Video/animation § Quiz § Interview § “What” post § Webinar
Many Content Formats
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Most shared content formats on Uberflip.com
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§ help tell a story § show the passing of
time § show comparisons § explain a concept § demonstrate a
process § form a curated list
is a series of curated images that can:
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Why do they work? They are a perfect combination of:
CURATION IMAGES LIST POST
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Stories
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Comparisons
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§ What types of images currently work best in your industry? § What images can you use to tell a story? § How would one of your successful projects look as a series
of images? § What comparisons can you make with images?
How can you use Picture List Posts?
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§ What ‘before and after’ images might work in your industry? § What concepts can you explain through a series of
images? § What ‘how to’ picture posts could you use to explain
processes or new software? § Could you show a different viewpoint?
How can you use Picture List Posts?
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One of the best ways is to provide authoritative answers to the questions they are asking.
As Lee Odden says: “Be the best answer.”
How do you build trust and loyalty with this audience?
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A New York Times and La6tude research study found five main mo6va6ons when it comes to sharing.
The number one mo6va6on for sharing was to bring
valuable and entertaining content to others.
People Share Helpful Content
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The Perfect ‘How To’ Post § Well structured
§ Clear numbered steps
§ Links out to further information
§ Good use of images
§ Top tips
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More than infographics or list posts
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Graded quizzes The hardest Frozen quiz you’ll ever take? These give you a score which you can share. Outcome quizzes Which Star Wars leader are you? These personality quizzes give an outcome to share.
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People like to show how smart they are.
Percentage of those that shared a quiz
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Downside Quizzes get lots of shares but very few links
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WE
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How We Use Buzzsumo at Uberflip
Content ideas
Curation
Influencers
Alerts
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Content Ideas What’s our focus?
What’s resonating?
What’s our angle?
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Curation What’s trending in our
industry?
Where is it coming from?
Where are they sharing it?
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Influencers Who are the heavy hitters?
What are they sharing?
Where are they most active?
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Alerts Who is mentioning us?
Is there another
opportunity to connect?
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But it doesn’t stop there…
From idea to reality.
Content isn’t just about the content.
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But it doesn’t stop there…
From idea to reality.
Content isn’t just about the content.
It’s about the execution.
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But it doesn’t stop there…
From idea to reality.
Content isn’t just about the content.
It’s about the execution.
It’s about the experience.
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What Are Your Goals?
Increase Awareness
Increase Subscribers
Increase Leads
Increase Lead Quality
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Optimize Your Content Experience
Increase Awareness
Is it shareable content?
Is it easy to share from your blog, resource center, Content Hub, etc.?
Increase Subscribers
Are you asking for an email?
Are you delivering on your promise?
Increase Leads
Are you ga6ng the right content, the
right way?
Are you leveraging call-‐to-‐ac6ons?
Increase Lead Quality
Are you talking about the right
topics?
Are you talking to the right persona?
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Easy to share
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Call-to-Action
Easy to share
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Call-to-Action
Recommended Content
Easy to share
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Let’s look at the full process…
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Crea6on Content Experience Publishing
Promo6on &
Distribu6on Measure &
Learn
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Crea6on Content Experience Publishing
Promo6on &
Distribu6on Measure &
Learn
BuzzSumo Content Search
Uberflip Content Hub
BuzzSumo Influencers
Uberflip Metrics
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Thank You! Questions?
Steve Rayson Director, BuzzSumo
@steverayson
Hana Abaza VP Marketing, Uberflip
@hanaabaza