Online Marketing Rockstars: Secrets to Creating Engaging, Playful Content

Playbuzz network . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

More than

Publishers

Users Acrossthe Network

Publisher on Facebook

New contentconsumers were bornin recent years

They’re alwaysThey check their smartphones

timesper day

Source: Entrepreneur, June 2014

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Of the time wewatch TV, we alsouse another deviceWith asmartphoneWithPC/Laptop

Source: GiGAOM , Aug 2012

Don’t readfull articles

Don’t scrollat all

Publishers find itvery difficult to keepthem around

Source: Slate, June 2013

A new breed of publishers has emerged

Owned Channels Stats

Mobile

>age 18

Publishers

80MILLION

USERS/MONTH

5,000+SITES

USA

REVEALFORMATIMAGE

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Content embedded on multiple websites

Source: The Whip, January, 2015

Ranked top publisher on Facebook 3 months in a rowHighest percentage ofengagement per item

180,000,000

160,000,000

140,000,000

120,000,000

100,000,000

80,000,000

60,000,000

40,000,000

20,000,000

0Q1 Q2 Q3 Q4

Users

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Traffic growth over time

Publishers use forEngagement

Monetization

Newproduct

Pageviews

Virality Time spentonline

Userexperience

Partners’content

Adimpressions

Nativeadvertising

How we grew from

monthly active usersin 10 months

Invested in growing FB users

Targeted the right audience

Created tailor-made content per segment

Invested in each segment to promote on FB

Posted content on

Identified relevant audience on Twitter to engage with our contentResult:We grew from 0 to 15,000 uniquevisitors in January, 2014

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Initial testing

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And then it happened…

Feb26, 2014 - Feb26, 2014

Feb27, 2014 - Feb27, 2014

After

Before

And then it happened… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

At the time, we had in-house content creator

5 days after this post was published, more than people published content on Playbuzz

Those 200 articles brought in million unique visitors in March

Those 13 million brought new authors

By the end of June, we had million unique visitors,and over 10,000 content creators

The content mania chain reaction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

3 Primary Growth Hacking Tactics

Leverage Facebook, Google, WordPress and others to

their FULL extent

Consider every aspect of your user flow in light of its overarching objective

Optimize manually before enforcing

automation

Human 1st, Machine 2ndEmotional FlowEcosystems

Don't focus only on the immediate value generator

Ecosystems can’t be broken

The scale effect - whole is larger than the sum of its parts

Ecosystems

The emotional flow

Don’t copy!Be inspired…

Look for the essence,Not the symptom

Find youroriginal voice

Our original voice

Introspective The narrativeapproach

Situational

“football”

Meaningful

reward

Copycat? Not all cats are the same

Try before you build A/B testing is SO web 1.0

Automation modelled after tested concepts

we did to continue to every day

Create your own buzz

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The “empty format button” hack Create your own

buzz

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Less is MoreAfterBefore

Titles & Thumbnails – Test and Tweak . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . What is your true

personality?What is your subconscious personality?

How high is your anxiety?

Can you actually pass an anxiety screening test?

12% 16%

10% 18%

Before

BeforeAfter

After

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Don’t readfull articles

Don’t scrollat all

Choosing the right format

?

7 Fascinating Facts About Elvis

Snackable, interactive storytelling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

1

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? ? ?

7 Fascinating Facts About Elvis

Elvis was a natural blonde.His familiar hairstyle was dyed, beginning back in high-school

Snackable, interactive storytelling

Paul Newman James Dean John Lennon Gandhi0%

5%

10%

15%

20%

25%

Share Rate

Share rate optimization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Average Share Rate: 12.5%Who were you married to in your past life ?

Paul Newman James Dean John Lennon Gandhi0%

5%

10%

15%

20%

25%

Share Rate

Share rate optimization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Average Share Rate: 18% (12.5%)

Al Capone

Who were you married to in your past life ?