Page 65 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

planned, and it involved thousands of volunteers who helped ignite the
content.
DiGiorno Pizza: No, a drunk intern didn’t take over the @DiGiornoPizza
Twitter handle during American football games. In fact, DiGiorno Pizza’s
unconventional #DiGiorNOYOUDIDNT campaign was carefully
strategized. The brand came up with the hashtag idea in hopes of expanding
DiGiorno Pizza’s social media reach to new audiences—specifically, the
NFL smack-talkers of the Twitterverse. Their staff live-tweeted during NFL
games and engaged with football fans in real-time. The campaign worked
because it was real-time, humorous, and associated with a popular sporting
event.

16. Make it look good.
How your site looks is an important indicator of whether your content is share-
worthy. When you head out for a night of fine dining, you don’t expect an
expensive steak to arrive in a Styrofoam container with a packet of ketchup. And
you expect premium content to look like premium content, too.

Everything communicates, and if you don’t have the proper container for
your content, you might be killing your transmission effort before it starts. Your
site is your front door to the world and the first impression that might determine
whether somebody leaves right away or stays long enough to find out what
you’re up to.

Remember that social sharing is often an extension of self-identity. If your
site is classy, people will feel classy about promoting it. If your site looks trashy
… well … it might be time for a re-fresh!

On a related note, have you checked your Google Analytics recently to see
how many customers are accessing your site via a mobile device? You may be
surprised! Make sure your site is optimized to serve your customers in a mobile
environment. Content consumers make quick decisions about sharing, and if it’s
difficult to accomplish or your sharing buttons aren’t obvious in a mobile
environment, you’ll lose those precious opportunities.

17. Concentrate on brand new research and ideas.
Remember that many of your readers share content because of the intrinsic value
of helping others. Focusing your content on new insights from research, quotes
from experts, and exciting new ideas will appeal to this psychological aspect of
sharing.

This is also a source of rich content creation ideas. When you see a
particularly compelling piece of research, quote it, provide proper links and