Download - The art of getting content go viral
HUGE Difference between Good Literature and Viral Content
Scott Fitzgerald’s famous last lines in The Great Gatsby
“Gatsby believed in the green light, the orgastic future that
year by year recedes before us. It eluded us then, but that’s
no matter — to-morrow we will run faster, stretch out our
arms farther. . . . And one fine morning ——So we beat on,
boats against the current, borne back ceaselessly into the
past.”
The only content that went VIRAL in olden days
was BANNED CONTENT
Catcher in the Rye
God of Small Things
Manto’s several afsany
Then What to Aim for? WIIFY!
Simple & Relatable• Memory inducing trigger • Doesn’t mean Dumbing Down the Content
Arouse Emotions• Curiosity, Wonder, Laughter, Anger,
Sense of Righteousness, Narcissistic Appeal etc.
• Curiosity Gaps to hold Attention
Add Value• Added knowledge, tips, skills, ‘hacks’ for
the reader• Helps in Self-actualization
Build Trust• Overpromise & Over-deliver• Helps in reader retention
CONTENT
STEPS TO A SUCCESSFUL BLOG
Define the Niche Market- Your Target Audience
Work on your unique selling point and THEN WRITE!
The Theme and color palette
Content Distribution via social media, email etc
Don’t forget SEO!
Use effective pictures
Interact with other bloggers in the community
Competing for Attention
TITLES are most important… drive clicks and shares Titles of Viral Blogs/ videos of BuzzFeed ,UpWorthy, GrowthHackers, TechCrunch
Competing for Attention
Reader ATTENTION is FLEETING- about 20 secs to make a decision whether to read a blog or not!
The trick is to GRAB THE READER in those 20 SECONDS he spends SCANNING your blog
Afterwards, ENGAGEMENT and ACTIVITY on the blog will help in reader
RETENTION
Converting Passive Readers into Active Ones
Ask QUESTIONS of a personal level and make readers feel important.
Conduct Surveys and Polls. Recognize the readers for who they are and not treat ‘em anonymous.
Provoke, Generate conflict, Add spice and drama. Can be either subtle in professional blogs and overt in others
Then Interact with readers on a personal level such that they become active promotors of your blog, just like your family members will.
Passive Active Readers
Give readers some incentive to promote you!
Hold contests, little competitions and giveaways.
Know Your Audience
Google Analytics
Facebook Analytics & heat maps
mousetracking and eyetracking heatmaps
Know Your Audience
Twitter’s Followers Dashboard Accessible if you sign up for a Twitter
Ads Account
Know Your Audience
Also Monitor your Best and Worst Posts Using the above tools
Can also arrange a couple of Google Hangout Sessions with the Blog Audience
Can embed hangout sessions on the blog
A NOTE OF CAUTION
CLICKBAITING is dangerous
& myopic thinking.
You get High traffic in the
short run but damage your
reputation in the long run.
Sensationalism
wears off at a point.
80/20 RULE
Spend 20% of the time creating content and 80% time promoting it
But don’t OVERDO the promotion part. It’s called SPAMMING
Different Kinds
Plain copy
Storytelling copy Suitable for Blogs
Conversational copy When selling or marketing a product
Direct-from-CEO copy Personalized
USE THE ONE IN LINE WITH THE NICHE AUDIENCE AND THE THEME OF WEB
Direct-from-CEO copy
“See, the CEO isn’t some cold and remote figurehead interested in profit only. He’s approachable and friendly. He cares about us.”
JEFF BEZOS at AMAZON is a good example