How to Make Content ‘Go Viral’ – or At Least Work for You with Ads

More from the SMX show. Larry Kim (@LarryKim) gave a rapid-fire presentation on trends in PPC advertising.  Among them –

  • Clicks are getting more expensive (not less), despite Google earnings calls.
  • The “App revolution” is pulling more and more mobile usage “out of” the Google orbit.  So “go native” on Apps.
  • Using Google’s “Display Network” (GDN) may make a lot of sense because a) clicks are cheaper, and b) people spend time interacting with content.  (Not sure I agree with this, because click fraud and bad matches are rampant on the GDN).
  • Keyword match types no longer matter (?) on AdWords (not sure I agree with this one either).

How to make content go viralAnd some other insights.  Which were great.  But no earth-shattering. Then…

Going viral / getting shares.  The “false dichotomy” between paid and organic.  He has a list of key influencers in his industry (e.g., on Twitter, perhaps on LinkedIn).  Then the steps become

  1. Content Creation.  Create interesting, shareable content.  (e.g., inforgraphic, long-form blog post, something useful, provocative, informative, sentimental, etc.).
  2. Advertise this content, especially to influencers.  Get them to “take the bait” and spread it.
  3. Encourage, grow a virtuous circle among the ad, the influencers, and the followers.

In that way, creating interesting, new content is now synergistic with advertising, not opposed to it. Wonderful food 4 thought!

This entry was posted in Blog and tagged , on by .

About Jason McDonald

Jason McDonald is a top-rated San Francisco SEO Consultant. His consulting services include search engine optimization consulting, social media marketing consulting, and Google AdWords consulting. Jason's motto as a consultant is that he doesn't do SEO 'for you' but rather he does SEO 'with you.' That goes as well for his social media marketing consultant activities and Google AdWords consultant services. Besides serving clients in the San Francisco Bay Area, Jason consults with clients in Silicon Valley (San Jose), Oakland and other cities throughout the Bay Area. Beyond the Bay Area, Jason is available as an SEO consultant, Social Media Consultant, and as an expert witness in litigation involving social media marketing, search engine optimization and pay-per-click advertising.