Webinar: Creating Content Publishers Want to Share

Listen to the Webinar!

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Presenters

Steve Rayson @BuzzSumo

Kyle Olson@DTCchicago

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How Do I Get My Content on Top-Tier

Publications?

BuzzSumoBUZZSUMO DATA

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BuzzSumoBUZZSUMO DATA

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Most Shared Content Most Shared Content

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Today’s Trending Content Most Shared Content Today’s Trending Content

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Domain AnalysisMost Shared Content Domain Analysis

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Top AuthorsMost Shared Content Top Authors

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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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Design & Development Checklist DEMAND FOR CONTENT

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Design & Development Checklist DEMAND FOR CONTENT

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Design & Development Checklist DEMAND FOR CONTENT

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Design & Development Checklist DEMAND FOR CONTENT

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Traditional Newsroom Flow Chart

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Digital Publication Flow Chart

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Design & Development Checklist EMBRACING DIGITAL PUBLISHING

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Design & Development Checklist ICE BUCKET CHALLENGE INFOGRAPHIC

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Design & Development Checklist ICE BUCKET CHALLENGE INFOGRAPHIC

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Design & Development Checklist ICE BUCKET CHALLENGE INFOGRAPHIC

266

5,500

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Design & Development Checklist DAN DIAMOND - FORBES

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CNN, Huffington Post, Time Magazine, Billboard

Design & Development Checklist EMBRACING DIGITAL PUBLISHING

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Design & Development Checklist THE ECHO CHAMBER

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Design & Development Checklist THE ECHO CHAMBER

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Design & Development Checklist THE ECHO CHAMBER

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Design & Development Checklist THE ECHO CHAMBER

SOURCE

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DIGITAL PUBLISHING FLOW CHART

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Design & Development Checklist HEARTBLEED INFOGRAPHIC

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Design & Development Checklist HEARTBLEED INFOGRAPHIC

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Design & Development Checklist HEARTBLEED INFOGRAPHIC

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SUCCES

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SimpleCan it be pitched in a subject line?

UCCES

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SimpleCan it be pitched in a subject line?

UnexpectedYou’ve got my attention, now can you keep it?

CCES

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SimpleCan it be pitched in a subject line?

UnexpectedYou’ve got my attention, now can you keep it?

ConcreteCan you express this in terms that I understand?

CES

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SimpleCan it be pitched in a subject line?

UnexpectedYou’ve got my attention, now can you keep it?

ConcreteCan you express this in terms that I understand?

CredibleWhy are you telling me this story?

ES

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SimpleCan it be pitched in a subject line?

UnexpectedYou’ve got my attention, now can you keep it?

ConcreteCan you express this in terms that I understand?

CredibleWhy are you telling me this story?

EmotionalWhy does this matter to my audience?

S

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SimpleCan it be pitched in a subject line?

UnexpectedYou’ve got my attention, now can you keep it?

ConcreteCan you express this in terms that I understand?

CredibleWhy are you telling me this story?

EmotionalWhy does this matter to my audience?

StoriesWhat’s the narrative? How’s it flow?

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Design & Development Checklist 8 NEWS VALUES

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1. ImpactThe significance, importance, or consequence of an event or trend.

2. TimelinessThe more recent, the more newsworthy.

3. ProminenceOccurrences featuring well-known individuals or institutions.

4. ProximityCloseness to the story. Geographically or in mentality.

5. The BizarreThe unusual, unorthodox, or unexpected attracts attention.

6. ConflictControversy and clashes are newsworthy.

7. CurrencyTake into account what’s on people’s minds.

8. Human InterestMore of an entertainment value.

Design & Development Checklist LANGUAGE INTERACTIVE

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Design & Development Checklist LANGUAGE INTERACTIVE

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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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Design & Development Checklist AMPLIFYING 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.

Design & Development Checklist DEFINING THE AUDIENCE

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Design & Development Checklist FINDING CONTACT INFO

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Design & Development Checklist FINDING CONTACT INFO

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Design & Development Checklist FINDING CONTACT INFO

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Design & Development Checklist FINDING CONTACT INFO

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Design & Development Checklist OUTREACH EMAIL

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Design & Development Checklist KEEPING 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

Design & Development Checklist OUTREACH TIP

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Design & Development Checklist OUTREACH TIP

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Design & Development Checklist OUTREACH 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

THANK YOU!

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