creating content (that works)
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TRANSCRIPT
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Featuring veteran journalist, Amy Vernon
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Maddie Grant, CAE of SocialFish
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Finding the storiesFinding the stories
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• Google Alerts:• Set up alerts for your main keywords• Google sends you an email once a day of links to
appropriate articles
• RSS• Choose your feed reader (I like Google Reader) and
subscribe to appropriate blogs/news sites
• Forums• Find forums in your niche/genre and join
• Twitter Search• See what people are saying about what you’re covering
Tips & Tricks
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Types of storiesTypes of stories
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TargetedTargeted
Any piece of news that relates to your niche/genre. They can be quickly recapped and take little effort. • Industry happenings• New releases• Personnel changes and moves
Writing Time: LOWSocial Potential: LOWValue: Helps share important news, caters to your core audience, boosts SEO and helps keep the blog filled.
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FunnyFunny
A play off the news, but with an eye toward the absurd.• Start from the news, but focus on the funny
Writing Time: MEDIUMSocial Potential: HIGHValue: Shows a light-hearted side, ability to bring in traffic, boost SEO and expose you to new audiences.
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CommentaryCommentaryThe approach covers popular news stories, but makes it your own by expressing opinion.• Covers the news from a specific angle. • On a news release – is this a departure from the norm? Has this worked in the past?
Writing Time: HIGHSocial Potential: MEDIUMValue: Establishes your thought leadership, boosts SEO.
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What WorksWhat Works
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InfographicsInfographics
• Don’t just throw up a bunch of stylized text
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InfographicsInfographics
• Share information in an engaging, informative way
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InfographicsInfographics
• Visualize data• Make numbers tangible
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VideoVideo• Video is huge• It doesn’t have to be expensive• When it goes viral, it goes HUGE
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ListsLists• Top 10 is played out. Try top 9 or 17. Or 87.• Superlatives (best, ugliest, smallest)• Appeal to nostalgia• Riff off current events• Incorporate memes
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TimelinesTimelines • “Evolution” (of a logo, a singer, etc.)• Design is important• Memes are still good• Yes, this is a type of infographic
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PhotosPhotos• Large, attractive photos.• Slideshows need to be short, or very fast-moving• UGC (user-generated content) encouraging readers to send in pics.• Then & Now • “Separated at birth?”
Note: the photo above had 102K views on StumbleUpon
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How-toHow-to• Teach your readers something they don’t know.• Teach your readers something they didn’t know they needed to know.
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Making it Making it happenhappen
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RelevantRelevant
• Obvious linkbait is obvious.• Can be funny, irreverent, but not off-topic• i.e.: Write about topics that make sense for your audience.
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ComprehensiveComprehensive
• If you’re gonna do a list, make it cover the subject.• Why do top 10 if you can do top 34?• People like learning things they didn’t know.
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ConsumableConsumable
• You can go heavy on text if you break it up with images • Vary what you offer• People have short attention spans, particularly online (darn those kids and their MTV!)
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Final tipsFinal tips• Link out. People will notice, visit and maybe even link to you.• Illustrate whenever possible.• K.I.S.S.: Keep it simple, silly• Emulate content you like. • Look at your piece before you post — would you read it if you happened up on it?
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Contact meContact meAmy Vernon@[email protected]://facebook.com/AmyVernonhttp://linkedin.com/in/AmyVernonhttp://internetmedialabs.com
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September 27 – Your New Content StrategyOn Demand – Google+ for Nonprofits On Demand – Pinterest for Nonprofits On Demand – Marketing in the Round
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