The reality is that you will only have some of your content go viral or hit a home run. So you will need to persist with your content marketing strategy.
Buzzfeed, Upworthy and the humble blogs of this world are the new content kings.
Many blogs have more readers and eyeball traffic than traditional and national magazines. Newspapers like the New York Times, The Guardian and even the super blogs such as the Huffington Post and Mashable are under upstart threat.
Buzzfeed received 154 million unique visitors globally and 100.9 million in the US from August 24, 2014 to September 24,2014.
Upworthy which only started in March 2012, is a fast starter and has been described by Fast Company as the fastest growing media company in history with 28.4 million unique visitors in the last month in the US and 43 million globally.
So if you want to take the art of blogging and content marketing seriously you will need to think like a publisher, not like an amateur or hobbyist.
Don’t expect home runs every time
We want all our content to succeed every time. But that doesn’t happen and it isn’t realistic. Upworthy have published a Slideshare presentation that reveals that 56% of their posts don’t break 10,000 views and also reveal that only 0.3% of their articles reach the top level of over 1,000,000 views.
Write multiple headlines for each article
Former ad executive, David Ogilvy was famous for having written over 100 headlines for one advertisement. Upworthy have taken this practice and woven it into their editorial process. Their first step and instruction to all their content creators.
Stack images in content
Buzzfeed has perfected the art of stacking images in articles. Here is one of their most popular articles of all time with more than 15 million views. This tactic is very effective because you are giving your article the best chance to resonate with your audience so it “has” to be shared. If it was just one or two images it wouldn’t have received that level of viral traffic.
For more tips, click here.
New independent agency Milk & Honey United has snared James Squire Beer as its inaugural client. After a competitive pitch process new independent agency Milk & Honey United led by Steve Jackson (left in photo) and Andy DiLallo (right) have made a fast start being appointed to the Lion Nathan roster to lead the James […]
IPG Mediabrands Australia CEO Mark Coad has announced the appointment of Nick Durrant as managing director of MAGNA, the group’s media intelligence and investment division. Durrant has been general manager of investment at MAGNA since February last year and takes the managing director role after leading many primary decisions in clients’ media investments in a […]
The Asia MarTech Society (AMS) has appointed Ken Ip as chairman of its 2021–22 board of directors for a two year term. An award-winning marketing and brand communications strategist, Ip has previously held several senior roles, from corporate consulting to public affairs advisory, for leading multinationals and conglomerates. He is currently the group head of […]
Pernod Ricard and Initiative Studio have launched “Taste Life on the Flipside” for Brancott Estate’s Winemakers’ newest wine varieties. The campaign idea had its genesis in 1975 when Brancott Estate planted the first sauvignon blanc vines in Marlborough, New Zealand. This was an iconic moment as it flipped a convention that said Marlborough was only […]
Sydney Gay and Lesbian Mardi Gras has continued its programme of community grants and support funded by valued partnerships with ANZ, Google and Facebook Australia, and from the organisations own surplus, delivering a total of $248,000 to LGBTQI+ community groups for this year’s festival season. Three grants funds, the ANZ Community Grants, Google Parade Grants […]
International advocacy organisation Global Citizen will host VAX LIVE: The Concert to Reunite the World, a global special that aims to inspire vaccine confidence worldwide and help get the COVID-19 vaccines to everyone, everywhere. During the special, Global Citizen, will call on philanthropists and corporations to donate enough “dollars-for-doses” to vaccinate more than 27 million […]