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Decoding the Viral Quotient of Technical Content

A presentation at STC Annual Conference India on how technical content can go viral. Watch full session video here: goo.gl/hWUE9h
by

ravi kumar

on 6 November 2016

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Transcript of Decoding the Viral Quotient of Technical Content

Content
Creation
Content
Distribution

Customer
advocacy

Building blocks of
Content
Creation
Content
Distribution
product features
customer issues
how-tos
release highlights
CSATs
competitive advantage
...more
Identify
content outliers

Anticipate the topics/themes of value to customer and high interest
Inspiration
Source of GREAT Content
A Paradigm Shift in Technical Content Strategy
Virality and Benefits Summary
Use Social Bookmarks like Digg, Reddit,
StumbleUpon, and others to spread content.
Use hashtags and short urls
Let's get Content to
Customers
Search Engine Optimization
social media
Optimization
Organic traffic growth
60%
a minimum of
Usability
Sharability
Sharing Buttons
Page load and size
SEO-friendliness
Decoding the Viral Quotient of Technical Content
Create
Anticipate customer interests
Define goals and identify content outliers
Create high-value content to spread
Seed
Add social hooks
Schedule ‘Engaging and sharable’ content
Reach all stake-holders to reach more
Measure
Measure performance periodically
Re-strategize goals and plan
Repeat
getting basics right
visual-engaging-sharable-newsworthy-viral
Viral Quotient - key takeaways
Findability
Sociability
Decode the Viral Quotient of Technical Content
Finding RIGHT content online
Google Baba says
What Customers think
3 questions we should ask ourselves
What can go viral?
VQ of Technical Content - Timeline
Define your goals
Define your metrics
Select seeding channels
Promote and Measure
Create engaging content
...and here comes
the secret ingredient
Product - at the helm of affairs
Productcentricity
what matters to product
only at the product website

Focused on customer
Customer-centricity
what matters to customer
Go where the customer is
Does our content actually
REACH
the customer?
How much of it?
Shouldn't we
DISTRIBUTE
our content and improve
DISCOVERY
and
CX
?

Can we make customers
AMBASSADORS
of our content?
Sharability
GREAT TECHNICAL CONTENT
You provide




to your customers.
Welcome to the World of Virality
Let's get technical content go viral now...
Customer
Advocacy
Length
Did you sufficiently cover the topic?
Is it long enough?
Is it practically useful?
Usefulness
Appealing
Is it emotionally and visually interesting?
virality content creation decoded
Sharability
does it enthuse customers to share
Credibility
who's who - is it written/shared by people
that you trust
WOW factor
Increases traffic
and SEO rankings
Reaches wider
audience
Brand visibility, loyalty, and recall
Customer engagement on
Social Media
Delivers quality
leads and sales
Viral Quotient and its benefits
Repeat
The quality of your idea is EVERYTHING
The quality of your CONTENT is EVERYTHING
competitive analysis
market research
industry trends
search trends
social trends
surveys and facts
...more
AVOID SELLING
play around the customer problem without using your product name
try these formats
The viral hooks
Problem and Solution
List Type Articles
HOW-TO Content
Blog about Trends
Links to popular
Research and results
Myths and Facts
Fear or Scare
Timelines
Campaigns
Don't forget to repurpose content to suit
Seeding Channel
Top 10 features of product X
common installation mistakes of product X
how to configure mainframe reporting tool on mobile
DO YOU THINK YOU ARE SAVING MOBILE DATA
NEW WAYS TO GET A JOB
OPTIMIZE YOUR CONTENT IN
THREE SIMPLE STEPS
new capital feared to go chennai way
Keep it simple and visual
Repurpose
Use hashtags
Repost
Stay Current
Innovation in the last 100 years
a timeline
#selfiewithdaughter
viral content ideas
Content Seeding
Automate Social Media
Post across all channels
Get influencers to share
Employees to share
Gamify and reward
Schedule your posts
Syndicate snippets of content
Create boards and pins
Build a fan base
it's all about numbers
email sign-ups
downloads
subscriptions
followers
leads
sales

pageviews
sessions
organic traffic
impressions
unique visitors
geo-spread
comments
shares
retweets
pins
time spent
repeat visits
Goals defined - Goals achieved
leads or conversions
30%
quarter-over-quarter
TW@ravikumaradapa
FB/ravikumar.adapa
TW@ravikumaradapa
FB/ravikumar.adapa
ravikumar.adapa@gmail.com
What we think
Ravi Kumar Adapa
Copyright
All references herein belong to their respective owners
Full transcript