How To Create Content
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The document provides tips for creating content that works well on social media. It suggests finding story ideas through tools like Google Alerts, RSS feeds, forums, and Twitter searches. Four types of stories are described: targeted stories about industry news, funny stories that play on current events, how-to stories that teach readers something useful, and commentary that expresses an opinion on popular news. The document also discusses using different types of content like infographics, timelines, videos, photos, and lists. It emphasizes making content useful, relevant, consumable, and keeping it simple.
How To Create Content
- 1. How To Create Content (That Works) Amy Vernon, GM of Social Marketing Internet Media Labs #cre8content
- 2. Finding the Stories #cre8content
- 3. Finding the Stories: Tips & Tricks Tips & Tricks o Google Alerts • Set up alerts for your main keywords • Google sends you an email once a day of links to appropriate articles o RSS • Choose your feed reader (I like Google Reader) and subscribe to appropriate blogs/news sites o Forums • Find forums in your niche/genre and join o Twitter Search • See what people are saying about what you’re covering o StumbleUpon • Continually stumble the appropriate category(ies) #cre8content
- 4. Story Types Targeted Funny How-to Commentary #cre8content
- 5. Targeted 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: LOW Social Potential: LOW Value: Helps share important news, caters to your core audience, boosts SEO and helps keep the blog filled #cre8content
- 6. Funny A play off the news or something topical, but with an eye toward the absurd • Start from the news/timely topic, but focus on the funny Writing/Creation Time: MEDIUM Social Potential: HIGH Value: Shows a light-hearted side; brings in traffic, boosts SEO and exposes you to new audiences #cre8content
- 7. How-to • Teach your readers something they don’t know • Better yet, teach your readers something they didn’t know they needed to know • Can take many forms Writing/Creation Time: LOW TO HIGH Social Potential: HIGH Value: High shareability; establishes your thought leadership; provides value to reader (which makes them think better of you); boosts SEO #cre8content
- 8. Commentary The 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: HIGH Social Potential: MEDIUM Value: Establishes your thought leadership, boosts SEO #cre8content
- 9. Content Types Infographics Timelines Video Photos #cre8content
- 10. Infographics • DON’T: just throw up a bunch of stylized text • DON’T: Change color schemes for no apparent reason #cre8content
- 11. Infographics • DO: Share interesting information in an engaging, informative way • DO: Have some information that people want to know and share • DO: Visualize data and make numbers tangible #cre8content
- 12. Timelines • ―Evolution‖ (of a logo, a singer, etc.) • Design is important • Memes are still good • Yes, this is a type of infographic #cre8content
- 13. What happens if you Google “LEGO timeline”? #cre8content
- 14. Video • Video is huge • It doesn’t have to be expensive • When it goes viral, it goes HUGE • YouTube is the biggest by far, but it’s not the only game in town • Dailymotion is 2nd-largest in the world • Vimeo has reputation for quality video • Viddy, Viddler – more players every day #cre8content
- 15. Photos • Large, attractive photos • Slideshows need to be short, or very fast-moving • UGC (user-generated content) encouraging readers to send in pics • Then &Now photos • ―Separated at birth?‖ This had 102K views on StumbleUpon #cre8content
- 16. 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 This had 166K views on Stumbleupon #cre8content
- 17. Lists • If you’re going to do a list, make it cover the subject. BE COMPREHENSIVE • Why do top 10 if you can do top 34? • People like learning things they didn’t know #cre8content
- 18. A FEW MORE THINGS (Still paying attention?) #cre8content
- 19. Be Useful • Help people do something • Give them information they can use and actually want #cre8content
- 20. Be Relevant • Obvious link bait is obvious • Can be funny, irreverent, b ut not off-topic • i.e.: Write about topics that make sense for your audience #cre8content
- 21. Be 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 (darn those kids and their MTV!) #cre8content
- 22. THESE TIPS DIDN’T FIT IN OTHER CATEGORIES • Link out. People will notice, visit and maybe even link back 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? #cre8content
- 23. Keep in Touch! avernon@internetmedialabs.com www.internetmedialabs.com www.Facebook.com/AmyVernon www.Facebook.com/InternetMediaLabs www.Twitter.com/AmyVernon www.Twitter.com/InternetLabs http://j.mp/AmyVGplus http://j.mp/IMLGplus #cre8content