how to go viral: lessons from the most shared content
TRANSCRIPT
THE HOST ★ ★
Byron White CEO & Founder, WriterAccess
Chair, Content Marketing Conference
Author of The Content Marketing Roadmap and 103 Content Marketing Tools
@byronwhite | @writeraccess
THE EXPERT ★ ★
Steve Rayson Director, BuzzSumo
Director, Anders Pink B2B Marketing
Expert at waking up at 3am to do a webinar (spends January – February in New Zealand so webinars are in the middle of the night!)
@steverayson | @buzzsumo
InsighCul Outliers
• We can learn from viral posts and examine the elements that helped them go viral
• Gain insights into what we can do to make our content more shareable
#WriteOn
5) Exploit Cute Animals & Babies
This Site Will Make A Stuffed Animal Clone Of Your Pet (683,000 shares)
13) Secret To A Long Life
109-‐Year Old Woman Says Secret To Long Life Is Avoiding Men (1.9m shares)
What Can We Learn?
• Viral posts are outliers • Not just about content but igniXon and amplificaXon
• Are there common elements to viral posts that make them shareable?
• Combined elements eg quiz on a popular topic, picture list posts
Shareable Elements?
EmoXonal element
Content Element
Topic Element Format Element
Amusing Surprising Heart Warming BeauXful Inspiring Warning Shocking
Images Facts Charts Quotes Video InteracXon
Trending topic (e.g. Zombies) Health & fitness Cats & Dogs Babies Long Life Love
List Post Quiz Story CuraXon Research Insights PracXcal Tips
Content CreaXon QuesXons
• Does the content have an emoXonal element? • Does the post include shareable content types, such as facts, images and quotes?
• Is the topic one that resonates with your audience? Is it trending?
• Is the format one that works well with your audience, such as pracXcal Xps or a quiz?
Headlines
• Great headlines maker • Can you use the shareable elements?
1. EmoXonal words e.g. Surprising 2. Topic e.g. Zombies 3. Type e.g. Facts 4. Format e.g. List post
“10 surprising facts about Zombies”
Quiz Results
To Fall In Love With Anyone, Do This 109-‐Year Old Woman Says Secret To Long Life Is Avoiding Men What Is Your Most Dominant Character Trait? The Cause of AddicXon Is Not What You Think The Only 12 Exercises You Need
0.89m 1.9m 3.9m 2m 0.97m
#WriteOn
JOIN US IN VEGAS! ★ ★
CONTENT MARKETING CONFERENCE 2016 MAY 17-19, 2016 | LAS VEGAS, NV | THE RIO ALL-SUITE HOTEL
3 Days
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3,000+ Tips, Tricks, Hacks, and Tactics
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Let’s stay in touch:
@SteveRayson
@WriterAccess
617-227-8800
Join us each month at www.writeraccess.com/webinar