Tips and tools for you to make the best content and get it promoted as much as possible. Presented on Swayy's Webinar on 12/3/14 co-hosted Roy Povarchik (@Roypovar). Created by: Lior Degani @liordegani Roy Povarchik (@Roypovar) Shayna Hodkin (@slhodkin)

1. How to create content that
engages your community and
expands your reach
with Lior Degani, Roy Povarchik, and
Shayna Hodkin

2. Team #swayyinar
Lior Degani CMO & Co-founder, Swayy @liordegani
Shayna Hodkin Creative Director, Swayy @slhodkin
Roy Povarchik Growth hacking expert @roypovar

3. Virality by numbers
Ideal list length 10 items
Ideal headline length 6 words
Ideal tweet length 100 characters
Ideal Facebook post length 40 characters
Ideal blog post length 1600 words, a 7-minute read

4. Optimizing your posts
● There is a direct positive correlation between post length and virality
● Facebook/Twitter posts including images are more likely to be shared
● Blog posts are most likely to be shared in the 3000 - 10000 word range
● Users are very likely to engage when asked a question
● Tuesdays are the strongest days for social sharing

5. Shares by content type
Source: Buzzsomo http://okdork.com/2014/04/21/why-content-goes-viral-what-analyzing-100-millions-articles-taught-us/

6. Why do we share content?

7. Six types of people who share
content
1. Helpers who want to help and share with others
2. Careerists who use social media for their career, either specialists or to network
3. Hipsters who want to share content that is both interesting and unique
4. Social media socialites who need Internet validation
5. Connectors who want to make connections within their network
6. Selective sharers who share content that moves them personally

8. Why do we share content?
● To bring value to our community and followers
● To define ourselves to others
● To grow and nourish relationships
● To feel more socially involved
● To get the word out about causes/issues
● To do a favor for the author/content provider

9. What are you creating?
According to Jonah Berger, author of ‘Contagious’, when creating shareable content you have to
ask yourself these questions:
● Social Currency – This relates to our inner narcissist. What will make us look good?
● Trigger – This is all about relevance. What’s on everyone’s minds?
● Emotion – This is about appealing to an audience’s emotion. Why should we care?
● Stories – This is about storytelling. Does it have an interesting narrative?
● Public – This is about conformity. Are other people doing it?
● Practical Value – This is how valuable it is. Will it help others?

10. Let the people share!
● Add social media button/s
● Add quotes using the Click to Tweet Wordpress plugin
● Content upgrades for shares - Social Locker plugin
● Calls to action - ask for shares
● Clear formatting
● Give several headlines to choose from
● Informative featured image
● Tweetable facts
● Exit Monitor

11. Digg Digg, Social Locker

12. Quotable content
Quotes are highly shareable
and are great teasers in
Facebook posts and tweets

13. Call to action
Ask for shares!
Most people are passive. Even if they like your content, they
won’t share it unprompted.
If you ask someone to share your content, you increase the
likelihood of sharing by 17%.

14. Clear formatting
People don’t read content, they
scan it. If they can scan it fast
enough to get its worth - they are
more likely to share it.
Image source: https://alallin.wordpress.com/category/music-magazine/double-page-spread/page/2/

15. Give ‘em options
Give potential sharers several headlines to choose from, using “MyTweetLinks”
Wordpress plugins.
It saves people time from coming up with their own tweet if they want to tweet
something other than the headlines.
Headlines are completely customizable - you know your followers best!

16. Add pictures, add facts
Posts featuring images relevant to their narrative feature engagement rates
64.9% higher than posts without images.
People love sharing statistics. Give them stats readers can easily share, leading their
network to your blog.

17. Even though your reader is about to
leave the page, you can still ask them to
share your page with others. Maybe
they hadn’t thought of it themselves -
or they meant to, but forgot.
Exit Monitor

18. Timing isn’t everything, but...
Social shares were highest for posts
published between 9pm-midnight
EST. There is even a secondary peak
in engagement between 4-6am EST,
marking the start of the European
business day. - TrackMaven

19. Content distribution
hacks

20. Finding your influencers
● Make a list of social influencers in your field and how to contact them
● Build a social network. Ask for introductions!
● Be friendly; reach out and introduce yourself before asking for anything
● Stay in touch, even when you don’t need a favor
● Keep an eye out for new people in the field -- stay current!
● Don’t reach out to everyone for every post; know what’s most likely to stick

21. Help people help you
● Keep emails clear and concise
● Attach your link along with a short description (tl; dr)
● Explain why your post is relevant to their audience
● Ask for feedback

22. All you have to do is ask

23. Ask and ye shall receive
https://twitter.com/SMExaminer/status/496388036318728192
https://twitter.com/getswayy/status/496308489531035649

24. Developing your group
presence
On Facebook:
● Turn categories into keywords
● Search for active, relevant groups
● Introduce yourself according to the group’s guidelines
● Engage with existing community members (like, comment, and share)
● Share your own content
On Twitter:
● Answer other users’ questions by using Twitter operators: [“keyword]? -http
● Use hashtags.org to find the best, most popular hashtags

25. Get (and stay) engaged
● Use Buzzsumo to find Twitter users who post about related topics
● Use hashtag.org to find hashtags and the best time to use them
● Answer other users’ questions by using Twitter operator
[“keyword]? -http “

26. Staying organized
Keep track of
Name
Twitter handle
Bio
Followers
Website
Article shared
Follows / doesn’t follow me
Topics
Relationship (A/B/C)

27. Giving thanks
● Track mentions using Hootsuite, Tweetdeck, or Mention
● Thank everyone who mentions you when they share your post
● Use Topsy to find users who have shared your content

28. Sources
Burney, Kara. "Maximizing Social Reach: The Best Time To Publish A Blog Post - TrackMaven." TrackMaven. 28 May 2014.
Carlson, Reb. "The Psychology of Sharing." The Content Strategist The Psychology of Sharing Comments.
Dyakovskaya, Anastasia. "Content Marketing in 2015: CMI's." "Benchmarks, Budgets + Trends" Reports.
Joseph, Aimee. "The Psychology of Sharing." The Content Strategist The Psychology of Sharing Comments.
Kagan, Noah. "Why Content Goes Viral: What Analyzing 100 Million Articles Taught Us. | OkDork.com." OkDork.
Lee, Kevan. "The Ideal Length for All Online Content." Buffer. N.p., 31 Mar. 2014. Web.
Lee, Kevan. "The Science and Psychology of Twitter: Why We Follow and Share." Buffer Social.
Moon, Garrett. "5 Data-Backed Secrets of Social Media's Most Shareable Content." Buffer Social. N.p., n.d. Web.
Moon, Garrett. "We Analyzed Nearly 1 Million Headlines. Here’s What We Learned." OkDork. Noah Kagan, n.d. Web.