Viral Content and Reach Marketing: 3 X 3 Tips



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Your own website is the home port and the core of every content strategy. But for the content material to create reach, retransmission on the web must be stimulated in a very targeted manner.

Viral Content and Reach Marketing: 3 X 3 Tips Viral Content and Reach Marketing: 3 X 3 Tips

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Here writes for you: Anne M. Schüller is a management thinker, keynote speaker, business coach and multiple award-winning bestselling author. She has repeatedly been named Top Voice by Business Network LinkedIn. Profile

Which content belongs to your own website?

Overview

Kernaktivitäten und kommunikative Prachtstücke gehören immer auf die eigenen Präsenzen. Auf externen Seiten ist der Verbleib von Content niemals sicher, weil der Betreiber der Plattform die dortigen Regeln diktiert. Unangekündigt kann er sie jederzeit ändern. Dies kann sehr viel Arbeit von heute auf morgen zunichtemachen. Zudem kann eine Plattform ruckzuck wieder von der Bildfläche verschwinden.

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In a well-maintained content area, often called content hub, matching content can be presented clearly. In addition, you can also place third-party content there: interviews, guest articles, field reports, study results, surveys, latest industry news and so on. In this case we speak of Content Curation. Copyrights and labeling requirements are to be observed.

Competence center of the industry

Overview

Wer eine solche Wissensplattform immer weiter ausbaut, wird schließlich zu einem Kompetenzzentrum der Branche. Dies verbessert nicht nur das Google-Ranking, es bringt auch deutlich mehr Traffic. Wer sich länger auf Ihrer Seite aufhält, weil er dort viele nützliche Dinge findet, der kauft dann auch dort.

Oder ein Interessent registriert sich und lädt ein attraktives Content-Stück, das Sie anbieten, herunter. Mit solch einem Opt-in haben Sie nun die Erlaubnis zum Dialog. Weil sich auf Ihrer Website ständig was tut, kommt man gern wieder. Und weil Ihre Webpräsenz überaus nützlich ist, empfiehlt man sie weiter.

Content für mehr Shares: 3 Tipps

Overview

But what does content have to offer to be shared and shared? 3 tips:

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  1. Pictures and Videos: On the Web, photos show the ranking of the most popular redistribution content, as various studies show. Because pictures can be captured quickly. They burn themselves. They also work without words, so also internationally. And they trigger emotions - especially when they tell a story as a photo gallery. Videos are second, often first in the younger generation ("We all only watch YouTube.").
  2. Text and headings: But what about texts? Texts are fundamentally difficult for our brains. That's why a well-written headline is so important. She's curious about more. A clever picture, matching the text, is virtually indispensable. Otherwise decides the utility. Texts from recognized experts are often even forwarded, without having read them yourself.
  3. Infographics infographics: are used with great success for viral action, very often in addition to a text. Torsten Panzer comments: "Good infographics magically attract the attention of Internet users when their content is particularly surprising or informative. In addition, consumers love numbers and statistics - provided they are visually appealing. They are very much in keeping with the desire of the human brain for entertainment, but also for reducing complexity. "

Content-Distribution: Wie Content wirkungsvoll viralisiert

Overview

Mancher Content ist so stark, dass Interessierte dafür von sich aus die jeweiligen Anbieterplattformen aufsuchen. Der pullt, könnte man sagen. Er zieht also an. Andere Content-Perlen schlummern einen ewigen Dornröschenschlaf, weil kein Prinz sie findet und küsst. Viele Inhalte müssen deshalb aktiv vermarktet und werblich gepusht werden, damit sie eine notwendige Reichweite erlangen.

Von Viralisierung wird dann gesprochen. Nach dem eigentlichen Anstoß kann allerdings kaum noch Einfluss darauf genommen werden, welchen Weg das Kampagnengut letztlich geht. Ferner kann meist nicht sicher vorhergesagt werden, ob die Botschaft eine positive oder eine negative Richtung nimmt.

The effects that are triggered by the spreading, develop a high momentum, so to speak, a life of its own. They are neither plannable nor taxable - and they can not be stopped anymore. That makes things exciting, but at the same time sometimes dangerous. Because, as with a real virus, tampering and uncontrolled mutations can occur through manipulation, reversing the original goal of a campaign.

Content-Seeding: Wie man den Tipping-Point überwindet

Overview

Virality can not be "made" but only created the conditions. The basic conditions are high quality and relevance. Crucial for success are the organic retransmission, the rapid achievement of a critical mass and the overcoming of the so-called tipping point, from which an action becomes a self-perpetuator.

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2 tips for content seeding

Overview

Dazu sollen möglichst viele Menschen die Botschaft an mehr als eine Person weiterverbreiten. Um dies zu steuern, ist eine strategische Erstplatzierung überaus wichtig. Dieser Prozess wird als Seeding bezeichnet. Dazu gibt es zwei Varianten:

  1. Targeted Seeding: Well-connected people are specifically targeted here. For this purpose, both own addresses (press, partners, employees, customers, etc.) can be used as well as webaffine multipliers and opinion leaders, so-called influencers, are addressed. The first listeners should have credibility, influence and above all good contacts in the targeted audience.
  2. Touchpoint Seeding: Here you use both your own and foreign online touchpoints (website, blogs, social media platforms, etc.), so that the piece of content spreads. If a content campaign is picked up and accompanied by the media, it can quickly gain fame and thus a high advertising impact. Such good fortune, for example, has unusual promotional videos, called "virals", quite often.

Verbreitung kaufen: 3 Tipps

Overview

Bei fast allen viralen Kampagnen wird die initiale Verbreitung finanziell eingekauft. Dabei gibt es eine Fülle von Möglichkeiten, um bei Bedarf die Erfolgsaussichten von Content-Material zu erhöhen.

  1. Native Advertising: Native Advertising, Advertorials and Sponsored Posts are included.
  2. Influencer Marketing: Passender Content kann auch über Influencer, Seedingpartner und andere professionelle Weiterverbreiter gestreut werden
  3. Partner Programs: Eine dritte Möglichkeit sind Partnerprogramme oder Affiliate-Systembetreiber in fremde Newsletter eingebunden und auf Portalen präsentiert werden.

Conclusion: no limits

Overview

As you can see, there are no limits to the possibilities of disseminating texts. And now you can start.

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