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How To Go Viral - GUIDE PDF
How To Go Viral - GUIDE PDF
to:
Herpreet Grewal (FM World News)
Nick Judd (Envee Media)
Travis Bernard (TechCrunch)
Hey there!
If you ever hear the phrase viral content in your line of work, you know
how we all feel about it. Brands try to achieve it, agencies try to explain
that its not that simple, and publishers work hard to make it happen as
often as possible.
Blogs, online magazines, and news sites are well aware of one major
issue: The homepage is dead. There are tons of research papers, studies,
and examples of how home page traffic is declining for media and of
how social media is now taking over.
If you think about it, you can rephrase it like this: Social media is the
new homepage.
Social media is the new homepage. (Click to Tweet)
While this might not be the case forever, we attempted to create a
guide that serves as some sort of framework to maximise the efficiency
of your efforts of attempting to grow your sites audience through social
media.
In this guide, well be following a simple format: 5 chapters that cover
our framework, and in each chapter, we provide a definitive list of blog
articles, studies, and books to go down the rabbit hole.
We attempt to make this guide a reliable companion of the digital
marketer. Feel free to drop me an email (david.szabo@brandvee.com)
with your thoughts on this guide; we want to hear your feedback.
Have fun,
David
David Szabo
Co-founder & CEO
Brandvee Limited
TABLEOFCONTENTS
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[ARTICLES]
How to Make Your Content Go Viral (by Jonah Berger)
7 Key Elements for Viral Content (by Susie Brown)
Creating Viral Content? The Secret Is Get Contagious... (by Derek Halpern)
Why Content Goes Viral: What Analyzing 100 Million Articles Taught Us (by Noah
Kagan)
The Secret to Online Success: What Makes Content Go Viral (by Liz Rees-Jones,
Katherine L. Milkman and Jonah Berger )
Why Content Goes Viral: the Theory and Proof (by Carson Ward)
Viral Marketing Cheat Sheet: 7 Tips To Give Your Marketing Strategy A Boost (by
Megan O'Neill)
Lessons from Blog Posts that Went Viral (by Jessica Davis)
Viral Marketing Case Study: How a Brand New Blog Generated 17,584 Visitors In
One Day (by Brian Dean)
A Data-Driven Guide to Creating Viral Content [New Infographic] (by Brian Dean)
How to Create Viral Content That Generates 2,500 Visitors Per Day (by Neil Patel)
How to Make Viral Content: 9 Tips from the Greatest Viral Content Genius on the
Planet (by Dan Lyons)
Viral Link Building: How To Create A Link Explosion (With A Can Of Coke) (by David
Mcsweeney)
[BOOKS]
Contagious: Why Things Catch On (by Jonah Berger)
Made to Stick: Why some ideas take hold and others come unstuck (by Chip Heath
and Dan Heath)
[ARTICLES]
10+ Content Performance Metrics You Have to Measure (by Tamas Torok)
Stop neglecting your viral metrics (by Jay Kulkarni)
Metrics for Viral Content and the ROI of Social Media [Slideshare] (by Alex Nelson)
Content Marketing: How To Measure Content Performance Holistically (by
Benjamin Spiegel)
The Content Marketing Expert Guide to Analytics & Metrics (by Larry Kim)
How to Measure the Success of Content Marketing (by Jodi Harris)
Content Marketing Metrics: How to Drive Action Instead of Reaction (by Rob Yoegel)
A Checklist for Measuring Your Content Marketing Success (by Roger C. Parker)
The 4 Types of Content Metrics That Matter (by Jay Baer)
The Linkbait Bump: How Viral Content Creates Long-Term Lift in Organic Traffic
(by Rand Fishkin)
[TOOLS]
Maya by Brandvee - Chrome bot to help decide which stories to post to social
media
The Top 5 Free Content Analytics Tools (by Amanda Walgrove)
Everything starts with your audience. You might be already familiar with quite a
few things here. Well dive into two parts really:
The first one will be your buyer personas or your audience segments
(depending on your business model).
The second part is about trend research.
Lets talk about these personas or segments. There are some tools and resources
out there (also listed here) that help you come up with a great approach to
segment your audience. Usually what is missing is one simple fact:
Quite a few of them also know each other outside the world of your brand.
This means that theyre influencing each other, which will have a great effect on
their content preferences and consumption. You might want to dig into this to
find your real influencers who drive traffic through regularly sharing links with
only a handful of people (probably via copy/pasting).
Think of Pareto. Is it really possible that 20% of your audience is responsible for
80% of your traffic? If you had the chance to send a message to that 20%, how
would that message look?
Lets go on with this idea. Lets say we know that if this 20% picks something up,
the rest of your audience will become active due to their influence and sharing, or
you could say it is due to their advocacy. Well cover this later, but for now, lets
focus on understanding what this 20% wants.
You need to get two things right: value and timing.
For value, you can use tons of tools, and there are other great guides for research
materials, such as keyword research or creating outstanding content based on
SEO data. Its all about finding what keeps your audience engaged but implies
that theres room for improvement.
Once you have a few ideas, you can prioritise them by timing (if its hot, its good; if
the topic is not trending, see why). After that, youll need to create a 10x better
content. Sounds hard, but if you do your research right, at this point youll already
have tons of ideas on how to bridge the gap between whats needed and whats
out there now.
[ARTICLES]
How to Create Detailed Buyer Personas for Your Business [Free Persona
Template] (by Pamela Vaughan)
The Formula Of Creating Accurate Buyer Personas [Infographic] (by Irfan Ahmad)
The Science of Building Buyer Personas [Infographic] (by Eric Siu)
[ARTICLES]
Back to Fundamentals: 6 Untapped Keyword Sources that Will Boost Organic
Traffic (by Neil Patel)
3 Super-Actionable Keyword Research Tips to Try Right Now (by Elisa Gabbert)
How to do Keyword Research the Smart Way: Targeting Interest and Intent (by
Beth Morgan)
How to do Keyword Research: Tips, Tools and Techniques (by Sam Applegate)
Identify content that gets shared: add your own thoughts and make them better.
You will have an idea what kind of content people like. This is called Skyscraper
Technique.
How to Create Viral Content Using the SkyScraper Technique (by Christopher
Gimmer)
The Skyscraper Technique May Actually Improve Your Content Marketing (by
Garrett Moon)
[TOOLS]
Tools to find popular content:
18 Easy Ways To Find High-quality and Popular Content (by Tamas Torok)
Listen what people are talking about:
Top 10 Free Social Media Monitoring Tools (by Ruxandra Mindruta)
5 Social Media Listening Tools That Every Business Should Be Using (by Simon Tam)
Top 8 Social Listening Tools That Do Way More Than Listen (by Brad Neathery)
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What Makes a Content High-quality? Advice from experts (by Tamas Torok)
The Nine Ingredients That Make Great Content (by Zach Bulygo)
What You Should keep In Mind: Writing checklist (by Jeff Bullas)
The Secrets of Writing Smart, Long-form Articles That Go Absolutely Viral (by
Michael Grothaus)
Headlines
52 Headline Hacks (by Jon Morrow)
[TOOLS]
Headline Analyser: Is Your headline Good Enough? (by CoSchedule)
Body
How To Write Blog Posts Your Readers Actually Want To Read (by Julie Neidlinger)
33 Tips for Writing Engaging Content [Slideshare] (by E-Web Marketing)
9 Steps To Creating Engaging Content [Infographic] (by Mari Smith)
[TOOLS]
15 Essential Content Creation Apps You Need Right Now (by Melinda Osteen)
Lets spin it a bit. You are running your own media platform, so well start with that
one. Everything you publish there will count as owned media.
Then you have your brands social accounts. Facebook, Twitter, etc. This is your
shared media.
Then you have your fellow journalists, bloggers, guest bloggers, etc. This is your
earned media, your peer group of loyal and influential followers. If youre doing
something right, theyll amplify it and skyrocket visit counts.
And after all, theres paid media. Quite obvious. In this case, thats when you pay
for traffic.
Now heres the framework.
Feed it into your content recommendation engine (if you have one)
If its a native ad, feed it into your on-site promotional units. (Like a
recommendation engine but solely for sponsored content.)
You should start getting some organic traffic, mostly from internal
sources.
Post your content to your social channels. This might require you to
reformat your content to fit (think of Instagram or SlideShare).
Now this is crucial: Wait. The way your smallest, most loyal audience
reacts to your content will imply the potential outcome. Check if theyre
clicking on the content. If they are, how are they engaging with it? Are
they bouncing, commenting, converting, and sharing? You need to
examine this in depth through trial and error to find your silver lining.
How long should you wait? This would depend on your industry and
your audience. Smaller sites might want to wait a few hours, even days;
bigger sites should have a cap of one hour.
If youre going all in, you could kill every content that doesnt pick up
after your predefined time frame. This strategy works if you plan to
release LOTS of content and also removes the opportunity for your
content to drive engagement in the future.
This will only work if your content is doing well, as influencers will look for
proof that the content theyre about to endorse is valuable and fits with
their audience.
At the same time, you should start sponsoring your content. The
hypothesis is the following:
While youve been waiting, lets say one hour, you got the idea of the
reaction of your audience. If theyre sharing your content, you can do the
math: If every visitor gets you 0.2 new visitors on average and you pay $1
per visit, by spending $100, you got 20 visitors for free. Not bad.
This is the data part. Youll need to set up monitoring of your content to
see when another spike is expected. If you track how fast your content is
being passed along from one sharer to another, youll know the velocity
of your content. Do not mistake this metric with other velocity numbers
that define the difference between the number of visitors now and an
hour before. Thats not predictive.
Once you have the velocity metric, youll have a very simple input for
your promotion decisions: If this metric goes up, you can expect more
people coming in the future. This is when you should start promotion.
When it goes down, stop promotion and focus on other content that
has higher velocity. Even if its getting good clicks. Itll go down soon, so
leave Titanic now.
Thats how we do it. Thats how the major viral news sites do it. Try it and drop us
a message about your thoughts.
Activate advocacy
Psychology of sharing
The Psychology of Sharing [Infographic] (by Tamas Torok)
The Secret Psychology of Facebook: Why We Like, Share, Comment and Keep
Coming Back (by Courtney Seiter)
Why people share content online [Infographic] (by Kristin Piombino)
Why people like and share content online: insight from the CMA (by Popsop)
Why Do People Share Online? The Science Behind Social Sharing (by Priyanka)
Consumer Psychology Guide (by Neil Patel and Ritika Puri)
5 Reasons People Share Content Online (by Laura Roeder)
Content distribution
Distribution is as important as content creation
10 Content Promotion Tactics From The Pros [Interviews] (by Tamas Torok)
Why content marketers should spend 50% of their resources on distribution (by
James Carson)
If You Publish Content and Don't Promote It, Will Anyone See It? [Infographic] (by
Rene Warren)
12 Places To Promote Your Content After You Hit Publish (by Dave Schneider)
How Content Promotion Works for Blogs Big and Small: Our 11 Favorite Content
Distribution Strategies. (by Kevan Lee)
The Ultimate List of Traffic & Content Promotion Tips from the Experts (by Wade
McMaster)
Which Channels Are Best for Content Promotion? [Infographic] (by Brittany Leaning)
How to Overcome the Content Distribution Hurdle: Lessons from Someone Who
Had No Idea What They Were Doing (by Shannon Byrne)
Comprehensive Guide to Content Promotion [eBook] (by Hubspot)
Get Heard, Get Seen, and Get Traffic with Standout Content Promotion [eBook]
(by BuzzStream)
What Are The Best Times to Post on Social Media (by Neil Patel)
17 Advanced Methods for Promoting Your New Piece of Content (by Aaron Agius)
How To Build Blog Audience (by Neil Patel and Aaron Agius)
What You Should be Doing to Grow Your Blogs Social Presence (by Matthew
Barby)
Step 3 was Amplification, which means getting influencers to work with you so
you can reach their audiences through them. There are a handful of tools and
resources on how to pick them and work with them, and there are even a few
hacks, so browse freely.
[TOOLS]
11 Awesome Tools for Hassle-Free Influencer Outreach (by Brittany Berger)
9 Powerful Blogger Outreach Tools (by Smart Insights)
The Landscape: SMEs List Of Influencer Identification Tools (by Jason Falls)
The Best Free (or Cheap) Tools for Blogger and Influencer Outreach (by Adam Shrek)
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