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Creating Content (That Works)

by amy-vernon

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  • Featuring veteran journalist, Amy Vernon
  • Maddie Grant, CAE of SocialFish
  • Finding the stories
  • Tips & Tricks• Google Alerts: • Set up alerts for your main keywords • Google sends you an email once a day of links toappropriate articles• RSS • Choose your feed reader (I like Google Reader) andsubscribe 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
  • Types of stories
  • TargetedAny piece of news that relates to your niche/genre. They can be quicklyrecapped and take little effort.• Industry happenings• New releases• Personnel changes and movesWriting Time: LOWSocial Potential: LOWValue: Helps share important news, caters to your core audience, boosts SEO andhelps keep the blog filled.
  • FunnyA play off the news, but with an eye toward the absurd.• Start from the news, but focus on the funnyWriting Time: MEDIUMSocial Potential: HIGHValue: Shows a light-hearted side, ability to bring in traffic, boost SEO andexpose you to new audiences.
  • CommentaryThe approach covers popular news stories, but makes it yourown by expressing opinion.• Covers the news from a specific angle.• On a news release – is this a departure from the norm? Hasthis worked in the past?Writing Time: HIGHSocial Potential: MEDIUMValue: Establishes your thought leadership, boosts SEO.
  • What Works
  • Infographics• Don’t just throw up abunch of stylized text
  • Infographics• Share information inan engaging,informative way
  • Infographics• Visualize data• Make numberstangible
  • • Video is huge• It doesn’t have to be Videoexpensive• When it goes viral, itgoes HUGE
  • Lists• 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
  • • “Evolution” (of a logo, a singer, etc.)Timelines • Design is important • Memes are still good • Yes, this is a type of infographic
  • • Large, attractive photos. • Slideshows need to be short, or very Photos fast-moving • UGC (user-generated content) encouraging readers to send in pics.Note: the photo above had 102K views on StumbleUpon • Then & Now • “Separated at birth?”
  • How-to• Teach your readers somethingthey don’t know.• Teach your readers somethingthey didn’t know they needed toknow.
  • Making ithappen
  • Relevant• Obvious linkbait isobvious.• Can be funny, irreverent,but not off-topic• i.e.: Write about topics thatmake sense for youraudience.
  • Comprehensive • 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.
  • Consumable• You can go heavy on text if you break it up with images• Vary what you offer• People have short attention spans, particularly online (darnthose kids and their MTV!)
  • Final 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 youhappened up on it?
  • Contact meAmy Vernon@AmyVernonavernon@internetmedialabs.comhttp://facebook.com/AmyVernonhttp://linkedin.com/in/AmyVernonhttp://internetmedialabs.com
  • September 27 – Your New Content StrategyOn Demand – Google+ for NonprofitsOn Demand – Pinterest for NonprofitsOn Demand – Marketing in the Round
  • http://thinktank.commpartners.com
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