social media: content & promotion by @jordankasteler
TRANSCRIPT
Social Media:Content & Promotion
By @JordanKasteler
Social Sharing by Medium
Facets of Social Media
Email / IM Sharing
Email / IM Sharing Tools
Social Network Sharing
Social News Sharing
Facebook Sharing
Social Media Growth
Social Demographics
What is Linkbait?
Social media content, aka linkbait, is a form of content that people will notice and link to from their sites or share with friends.
• Content that is too interesting NOT to read• Makes people feel something• Provides for effortless transfer to others• Makes other want to share
Linkbait Content
•Lists
•News
•Rants
•Interviews
•Parodies
•Satire
•Predictions
•Comparisons
•Polls
•Surveys
•Resources
•How-to Guides
•Articles
•Infographics
•Widgets
•Quizzes
•Videos
•etc
Forms of Media: Types of Content:
TRAFFIC
• Ad Revenue
VISIBILITY
• Branding / Buzz
• Links / Social Signals
o Search Rankings
o Leads / Sales
STICKINESS
• Subscribers (newsletters / email / RSS)
• Return Visitors
Benefits
3 Levels of Traffic:
1. SOCIAL
• High Traffic #s
• High Bounce Rate
• Low Time on Site/Page
• Low Conversion
2. LINK
• More Relevant Traffic
3. SEARCH
• Highly Relevant Traffic
• High Conversion
Benefits - Traffic
“A rising tide raises all boats”
Benefits - Links
Title: Amazing Photos: Big Results from Compact Cameras
Unique Visits: 200k+
Inbound Links: ~200 (LiveScience, MSNBC)
Popular on: Digg, StumbleUpon, Mixx, Yahoo! Buzz, and Kirtsy
SERP Results: Compact Cameras, Amazing Photos from Compact Cameras, Compact
Camera Photos, Compact Camera Results
Keywords:
Compact Cameras - #14
Amazing Photos from Compact Cameras - #1
Compact Camera photos - #9
Compact Camera Results - #3
Case Study
Creating Linkbait
What is LinkbaitAudience
•Who do you want to relate to?
•Why would they care?
•What would make them likely to spread your idea?
Audience
What is LinkbaitHooks
Content Angle
What is LinkbaitProcess
1.Brainstorming2.Research3.Development4.Publication5.Promotion
What is Linkbait1. Brainstorming
• Topic/Subject• Type of content• Angles
What is Linkbait
Titles & Description
Keywords + Emotional Response
1. Brainstorming
What is Linkbait
Titles & Description
Use action words – verbs!Verbs encourage readership and guides them. You can use words like:
• Discover• Find• Get• Learn• Join• See• Read• Etc
1. Brainstorming
What is LinkbaitTitles & Description
Headlines elicit vote
• Create Curiosity
• Tap into emotions (worry, fear, frustration, anger, etc)
• Set expectations (WIIFM?)Tip: Fear of loss is a greater motivator than desire to gain! That means people are more often motivated by missing out on something than they are by the thought of gaining that same thing.
1. Brainstorming
What is Linkbait2. Research
• Is the subject relevant, interesting, and timely?
• Find additional information to aid your content. Verify sources.
• Has it been done before?• If so, what value can you add, revise, etc?
What is Linkbait3. Development
1. Copy2. Structure3. Style4. Layout
What is Linkbait3. Development
• Break up your content into sections to make long content seem shorter. • Explain each key idea or section as succinctly as possible while also being thorough. • Make every sentence count.
News:300-500 words
Insightful Article:750-1,000 words
Evergreen Resource:As long as it needs to be fully comprehensive
Copy Length
What is Linkbait3. Development
Structure
What is Linkbait
Headers
Whitespace
Consistency
Bulleted/Numbered Lists
• Break up content visually
• Create a visual hierarchy
• Make it skimmable
3. Development
Style
What is Linkbait
Supportive media:
• Vivid imagery
• Screenshots
• Videos
• Links
3. Development
What is Linkbait4. Publication
Don’t use link code to link somewhere irrelevant or unintended by endorser
Don’t use off-topic, irrelevant, or spammy keywords in link code
• Easy to link to• Easy to share
5. Promotion
5. Promotion
• 4-line postings see a 30% increase in engagement over average posts.• 5-line postings see a 60% increase in engagement over average posts.
Sharing own thoughts and analysis get 40% more Likes.
Days of Week:
• Sunday (best engagement – 25% more Likes / 8% more comments)
• Wednesday, Thursday, and Saturday (get up to 85% more clicks on links)
Time of Day:• 7-8am (up to 40% more engagement)
• 10am
• 5pm
Timing
Timing
Link Half-Life
Half-Life = The time it takes a link to receive half the clicks it will ever receive after it’s reached its peak
3 Hours
What is LinkbaitResources
Headline Formulashttp://socialmediaworkbook.com/wp-content/uploads/102-headline-formulas.pdf
Linkbait Ideashttp://www.portentinteractive.com/tom/230-link-bait-ideas.pdf
