Our Senior Content Manager, Kyle Olson, sat down with BuzzSumo’s Director, Steve Rayson, to analyze BuzzSumo data. By combing through millions of news articles and social posts, they were able to shed light on what publishers actually want- shareworthy content!
12. Interesting Finds
New York Times Example
• Long form content gets more
shares & links
• List posts achieve a lot more
shares
• Opinion posts get a lot more
shares and links
#ShareableContent
36. Simple
Can it be pitched in a subject line?
U
C
C
E
S
#ShareableContent
37. Simple
Can it be pitched in a subject line?
Unexpected
You’ve got my attention, now can you keep it?
C
C
E
S
#ShareableContent
38. Simple
Can it be pitched in a subject line?
Unexpected
You’ve got my attention, now can you keep it?
Concrete
Can you express this in terms that I understand?
C
E
S
#ShareableContent
39. Simple
Can it be pitched in a subject line?
Unexpected
You’ve got my attention, now can you keep it?
Concrete
Can you express this in terms that I understand?
Credible
Why are you telling me this story?
E
S
#ShareableContent
40. Simple
Can it be pitched in a subject line?
Unexpected
You’ve got my attention, now can you keep it?
Concrete
Can you express this in terms that I understand?
Credible
Why are you telling me this story?
Emotional
Why does this matter to my audience?
S
#ShareableContent
41. Simple
Can it be pitched in a subject line?
Unexpected
You’ve got my attention, now can you keep it?
Concrete
Can you express this in terms that I understand?
Credible
Why are you telling me this story?
Emotional
Why does this matter to my audience?
Stories
What’s the narrative? How’s it flow?
#ShareableContent
42. Design & Development Checklist8 NEWS VALUES
#ShareableContent
1. Impact
The significance, importance, or consequence of an event or trend.
2. Timeliness
The more recent, the more newsworthy.
3. Prominence
Occurrences featuring well-known individuals or institutions.
4. Proximity
Closeness to the story. Geographically or in mentality.
5. The Bizarre
The unusual, unorthodox, or unexpected attracts attention.
6. Conflict
Controversy and clashes are newsworthy.
7. Currency
Take into account what’s on people’s minds.
8. Human Interest
More of an entertainment value.
45. Design & Development Checklist
BEFORE YOU START DEVELOPMENT
PRE-DEVELOPMENT
• Exploratory Outreach
• Find influencers
• BuzzSumo
• Test the market
• Is your idea viable?
• Get feedback
• Use the feedback
#ShareableContent
46. Design & Development ChecklistAMPLIFYING THE CONTENT
#ShareableContent
You’ve carefully decided on a content piece to develop…
…so how do you get publications to place the content?
You have to know where to look.
53. Design & Development ChecklistKEEPING THE RELATIONSHIP
#ShareableContent
• Don’t just get the placement and disappear
• Keep a black book and update it regularly
• Stay active in their inbox
• Once a month
• Don’t “ask” for anything
• Keep them up to date with what you’re
working on
• If the piece was well received, the writer
likely wants more content
• win/win
56. Design & Development ChecklistOUTREACH TIP
#ShareableContent
• Get familiar with their work
• Has a lot to prove
• Easier access point
• Same SEO value as top writer
• Traffic and social shares are cherry on top
• Build the relationship as they grow