Danny Ashton - The Science Behind Sharable Content

The Science Behind Sharable ContentDanny Ashton

@dannyashton@neomammalian

Sharable content starts with an idea

ContagiousJonah Berger

The 6 STEPPS

• Social Currency• Triggers• Emotion• Practical Value• Public• Stories

Social Currency“We share things that make us look good”

Triggers“Top of mind, tip of tongue”

Emotion“When we care, we share”

Public“Built to show, built to grow”

Practical Value“News you can use”

Stories“Info travels under the guise of idle chatter”

How NeoMam Use Them

The Idea ProcessWe start with a brief

Understand the needsQ: Can you explain your niche and what you want from this content? The aims?

Q: Can you name 5 large audiences your site could benefit from? Ideal placements?

Q: Any strict guidelines? What’s the tone?

Q: What would be the absolute worst topic idea for you? No-go areas?

Q & A

The Idea ProcessNext, we contribute to an ideas dump

The Idea ProcessWe meet to discuss the ideas

The Idea ProcessWe score the ideas based on STEPPS

Infographic Case StudyPractical Value

Infographic Case Study - ResultsPractical Value

Infographic Case Study - ResultsPractical Value

100 Backlinks

25 Ref. Domains

Infographic Case StudySocial Currency

Infographic Case Study - ResultsSocial Currency

Infographic Case Study - ResultsSocial Currency

600 Backlinks

125 Ref. Domains

Infographic Case StudyTriggers

Infographic Case Study - ResultsTriggers

Infographic Case Study - ResultsTriggers

30 Ref. Domains

110 Backlinks

Thank you