The slides from Jackson and Kelvin's Talk at Search Bootcamp

1. LESSONS IN VIRAL
CONTENT FROM THE
WORLD’S BIGGEST
NEWS SITEJackson
Rawlings
&
Kelvin
Newman
March
2015

2. Jackson Rawlings
SITEVISIBILITY
Digital
Content
Manager
Jackson.Rawlings@sitevisibility.com
Twi>er.com/jacksonhraw

3. Kelvin Newman
SITEVISIBILITY
Marke>ng
Director
Kelvin.newman@sitevisibility.com
Twi>er.com/kelvinnewman

14. Better suit, I reckon

15. (you knew this picture would turn up at some point)

17. A. Blogger

23. HEADLINES
Forget everything you think you know

24. Mail headlines can
sometimes be multiple
sentences long
They tend to explain the entire story, or give a
very enticing but expanded glimpse into it.
Different to most online media

25. All about grabbing the longtail
Research and consider the searching patterns of
your users.
Create headlines that focus on this user
intent

26. IMAGE IS EVERYTHING

27. If you’re not using
images, USE IMAGES

28. If you are using images, USE MORE

29. More generally, consider
multimedia approaches to
content
If the last 2 pieces you put out
were blog posts, do a Slideshare
or infographic or photo library.

30. Make multimedia– both in terms of
medium and platform, the basis of
your content strategy.

31. COURT CONTROVERSY
As mentioned, the Mail is known for being
controversial.
It would be a lie to suggest this isn’t a factor in
their traffic numbers.

32. Have something to say

33. Don’t just do content
for the sake of it

34. Engineer debate and
engagement with
your customers/
users

35. On the other hand: Don’t be
controversial for the sake of it, either.

36. FAIL FAST

37. Accuracy is not a key consideration
when a story is breaking.

38. It’s about being first to the
‘scoop’

39. If you can be first, be
first

40. Don’t concern yourself
with the nitty gritty,
something is better than
nothing.

41. Changes can be
made on an ongoing
basis: that’s the
beauty of digital
media.

42. In Summary

43. Flip your thinking on headline length
Remember, that images are EVERYTHING
Court controversy, wisely
Fail but fail fast

45. A process for
delivering (and
explaining) the
content marketing
process for
generating links.
This is an approach I’ve used over several years and is a good way
of shaping the approach to use content for links.

46. TRIBES

47. HOOK
Derek
Gavey

48. ENGAGING CONTENT

49. MARKETING

50. EVALUATION

51. VENTURE CAPITAL CONTENT
CREATION

52. Employ the type of
people you want to link

53. BrightonSEO
Salary
Survey
HOW WE USED IT

54. TRIBES

55. HOOK
Derek
Gavey

56. ENGAGING CONTENT

57. MARKETING

58. EVALUATION

59. GROUP
EXERCISE
Choose a well known company your all familiar with.
(Perhaps a low cost airline)
As a group you are going to create a THEME
content strategy.

60. OR
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grow@sitevisibility.com
www.sitevisibility.com
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