Danny Ashton - The Science Behind Sharable Content
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Transcript of Danny Ashton - The Science Behind Sharable Content
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The Science Behind Sharable ContentDanny Ashton
@dannyashton@neomammalian
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Sharable content starts with an idea
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ContagiousJonah Berger
The 6 STEPPS
• Social Currency• Triggers• Emotion• Practical Value• Public• Stories
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Social Currency“We share things that make us look good”
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Triggers“Top of mind, tip of tongue”
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Emotion“When we care, we share”
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Public“Built to show, built to grow”
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Practical Value“News you can use”
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Stories“Info travels under the guise of idle chatter”
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How NeoMam Use Them
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The Idea ProcessWe start with a brief
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Understand the needsQ: Can you explain your niche and what you want from this content? The aims?
Q: Can you name 5 large audiences your site could benefit from? Ideal placements?
Q: Any strict guidelines? What’s the tone?
Q: What would be the absolute worst topic idea for you? No-go areas?
Q & A
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The Idea ProcessNext, we contribute to an ideas dump
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The Idea ProcessWe meet to discuss the ideas
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The Idea ProcessWe score the ideas based on STEPPS
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Infographic Case StudyPractical Value
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Infographic Case Study - ResultsPractical Value
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Infographic Case Study - ResultsPractical Value
100 Backlinks
25 Ref. Domains
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Infographic Case StudySocial Currency
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Infographic Case Study - ResultsSocial Currency
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Infographic Case Study - ResultsSocial Currency
600 Backlinks
125 Ref. Domains
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Infographic Case StudyTriggers
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Infographic Case Study - ResultsTriggers
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Infographic Case Study - ResultsTriggers
30 Ref. Domains
110 Backlinks
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Thank you