the elements of viral worthy content

1The Elements of Viral-Worthy Content // @PaxtonMGrayDigital. Marketing. Elevated.

The Elements of Viral-Worthy Content: Technical Optimization

@PaxtonMGray @97thFloor


Paxton Gray

Director of Marketing Operations

/in/PaxtonMGray

@PaxtonMGray

3Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.


“How do I get my content to go viral?”...


...is the wrong question to ask.


Viral Content...

That’s the wrong tree


If your goal is virality, you’ll probably miss the things that can help you go viral


http://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2B_Research_2014_CMI.pdf


Lack of time (69%)



Lack of time (69%)

Producing Enough Content (55%)



Lack of time (69%)


Producing Content That Engages (47%)



The Boss


“Give me viral content”


“Give me viral content”

68% of digital marketers feel more pressured to show an ROI.

(source: Digital Distress, by Adobe)

http://www.adobe.com/content/dam/Adobe/en/solutions/digital-marketing/pdfs/adobe-digital-distress-survey.pdf


The Content Marketer


*gulp*


*gulp*

Only 48% of digital marketers feel highly proficient in their job


The Content


The Content

82% of digital marketers state that “reaching their customers” is a main

concern(source: Digital Distress, by Adobe)

http://www.adobe.com/content/dam/Adobe/en/solutions/digital-marketing/pdfs/adobe-digital-distress-survey.pdf


“Dear marketing gods...”


“please let this go viral.”


60% of content marketing goes unused

(source: SiriusDecisions.com)

https://www.siriusdecisions.com/Blog/2013/May/Summit-2013-Highlights-Inciting-a-BtoB-Content-Revolution.aspx


Lack of time (69%)


Producing Content That Engages (47%)



I will help you


I will help you

- To produce More Content


I will help you

- To produce More Content- To increase Content Engagement


I will help you

- To produce More Content- To increase Content Engagement- To save Time


Viral content isn’t predictable...


...consistent, targeted and well-optimized content

campaigns are.


So from now on, when I say “viral,” I mean content that...


#1: Reaches A Mass Audience


#2: Is Promoted By Its Consumer


#3: Is Inexpensive To Spread


Reaches A Mass Audience

Is Promoted By Its Consumer

Is Inexpensive To Spread


...basically, consistent, targeted and well-optimized content

campaigns.


Let’s start at the beginning


Pre-Production Production Distribution

Typical Model

Focus On Content Ideas

Focus On Technical

Focus On Promotion



Typical Model


Focus On Technical

Focus On Promotion

Better Model



Focus On Technical

Focus On Promotion


Step 1, Ideation:Put your audience first


Good content isn’t about what he wants


It’s about what they want


If you give them what they want, they’ll do most of the work for you.


Fortunately, you know what they want


If you show them something new, something they care about, you’ll catch their interest.


220,000 Visits

in 48 hours

95 Links

30 Domains


Last Month:

Over 200 million unique visitors

7.8 billion pageviews


Visit these subreddits to get some ideas of what’s trending online:

https://www.reddit.com/hot

https://www.reddit.com/r/all

https://www.reddit.com/r/all/top/

https://www.reddit.com/r/AskReddit/












Use redditlist.com or redditmetrics.com to find active and trending subreddits related to your industry.

http://redditlist.com

http://redditmetrics.com


In Two Years:2.8 Million Visits

21.3 Million Pageviews


In Two Years:2.8 Million Visits

21.3 Million Pageviews

No Promotion


Google receives over 1,000,000,000,000 queries/yr.


And over 15% of them have never been seen before


The world is telling us what it wants, we just have to figure out how to use the data.


Josh Moody’s

KW Research For Content Marketing


“buffalo wild wings copycat recipes”“buffalo wild wings sauce recipes”“DIY buffalo wild wings sauces”“buffalo wild wing sauces”“make buffalo wild wing sauces”“buffalo wild wing copycat sauces”“how to make chicken wing sauces”“buffalo wild wings at home”

KW Research


This is more than just the AdWords keyword planner


keywordkeywordkeywordkeywordkeywordkeywordkeywordkeywordkeyword

Start with a small list of carefully selected words













keywordkeywordkeywordkeywordkeywordkeywordkeyword






















Multiply that list by 1,000 with autocomplete tools


Keyword Volume Bid Dif Score Benefit KOBKeyword 201000 1.45 0.52 291450 560481Keyword 49500 3.6 0.64 178200 278438Keyword 18100 3.58 0.62 64798 104513Keyword 14800 1.3 0.45 19240 42756Keyword 12100 1.37 0.55 16577 30140Keyword 9900 0.79 0.44 7821 17775Keyword 9900 0.89 0.46 8811 19154Keyword 8100 0.71 0.47 5751 12236Keyword 6600 1.74 0.48 11484 23925Keyword 6600 0.96 0.42 6336 15086Keyword 6600 1.06 0.47 6996 14885Keyword 6600 1.32 0.47 8712 18536Keyword 6600 1.16 0.44 7656 17400Keyword 6600 0.48 0.46 3168 6887Keyword 5400 0.64 0.4 3456 8640

Ad Search Volume, Suggested Bid and Moz Difficulty Score



Benefit = Volume x Bid



KOB = Benefit / Moz Difficulty Score



Then sort by KOB



Find keywords near the top that have a common theme and group them together

Common Theme



Common Theme = Your Next Piece of Content

Common Theme



KW Research

Group words with good volume & low difficulty



KW Research




KW ResearchRanks 1st for 66 KWs

On 1st page for 253 KWs




KW Research


Ranks 1st for 66 KWs


Consistently generates over 30K pageviews a month with no promotion.

491,865 pageviews



KW Research


Ranks 1st for 66 KWs


Consistently generates over 30K pageviews a month with no promotion.

491,865 pageviews

Even though it didn’t go viral initially, it now brings in significant traffic and shares with no promotion


It turns out that all the content you thought didn’t go “viral” is good for something after all.


Step 2, Creation:Improve Content Shareability


Open graph and Twitter Card Markup


Provides high levels of control

Maintains a consistent User Experience

Multi-Platform

Improves CTR and conversions


50%of the world’s internet users are active Facebook users.


31%of the top 1,000,000 sites (by traffic)

use Open Graph markup

Only

Source: Builtwith.com

http://trends.builtwith.com/docinfo/Open-Graph-Protocol


Vs.


Facebook Debugging Tool

https://developers.facebook.com/tools/debug

https://developers.facebook.com/tools/debug


Increase Content Depth and Quality


by John Doherty On The Moz Blog

Content Length

https://moz.com/blog/what-kind-of-content-gets-links-in-2012

100

The Elements of Viral-Worthy Content // @PaxtonMGrayDigital. Marketing. Elevated.

It doesn’t matter what they say,


It doesn’t matter what they say,

size matters.

102


Step 3:Repurpose and Repromote Old Content


And over 15% of them have never been seen beforeAfter 3 days on any social platform, your content is officially OLD.

104


But you can give it new life through repurposing and re-promotion.

106


108


109



29k Extra Views


Improve your chances of going viral by working the following technical elements into the mix:- Give the audience what they want- Use social platforms to understand

what’s popular- Build content around KW research- Use and optimizing open graph- Repurpose and promote content on

other platforms

Summary