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How To Make Content Go Viral 
I M E A N R E A L L Y V I R A L 
FINCON 2014 | NEW ORLEANS MORGAN QUINN | 09.18.2014
So you want 
your content 
to go viral?
Nooooooo, 
this kind of 
viral.
VIRAL CONTENT 
Viral content is a phenomenon where content 
gets a highly-unusual number of page views, 
shares, comments, and other social media 
activity. 
! 
At its core, viral marketing is the spread of an 
idea through content that attracts attention. 
! 
The odds of your content going viral are 0.01%* 
*a very non-scientific study conducted by a series of google searches done by yours truly
Oh, I get it. 
Let me consult 
The Oracle.
How to Make Content Go Viral by Morgan Quinn - FinCon '14
31 million 
results, huh? 
I better get 
comfortable.
A few best practices 
What the Internet Says About Viral Content 
(pretty good advice, if I do say so myself)
THE HEADLINE 
Headlines should be 6-11 words and include a descriptive subtitle 
! 
COMMON EXAMPLES: 
• Numbers (listicle) 
• Positives (best, always, most, top) or negatives (worst, ugliest, unhealthiest, never). 
• Compelling adjectives (sexiest, simplest, most useful, wicked, absolutely hottest). 
• Personal relevance (you, your business, your boss, your child/spouse, people who). 
• Emotional trigger (Awe, anger, anxiety, fear, joy, lust, surprise, inspiration, entertaining, educational). 
• Promise (happier, more productive, win the game, improve health, be better). 
• Double-whammy (two alluring promises in a single headline). 
CONTENT 
The body of the content is useful and provides specific, actionable 
steps (aka: “news you can use”). 
!Evokes strong emotion that stirs discussion. 
!There is a clear call-to-action to share and comment.
Evoking emotions. Makes sense. 
But which emotion should I go for? 
FEAR 
SADNESS 
DISGUST 
SURPRISE 
ANGER 
JOY 
TRUST 
Harvard Business Review study on the emotions that make marketing campaigns go viral. Read Article
VIRAL CONTENT 
Anger is the fastest spreading emotion on the Internet. 
! 
Positive emotions like joy and awe also move quickly. 
They are motivating, and like anger, they get your blood 
pumping. It’s like lighting a fire under someone and 
inspiring them to take action. 
! 
Emotions like sadness and melancholy are deactivating, 
meaning readers feel less likely to take action after 
reading the content. It’s like having the wind taken out of 
your sails.
I have 
everything to 
make my blog 
post go viral. 
It’s time for my 
15-seconds of 
fame!
I’m writing, 
I’m writing, 
I’m writing…
THE CHECKLIST 
Are you ready to publish? 
• Short headline? 
• Descriptive subhead? 
• Listicle? 
• Compelling adjectives / personal relevance / trigger / promise / double whammy? 
! • Helpful / emotional / call-to-action?
And we’re live!
I don’t get it, 
where are my 
readers?
The truth is… 
You cannot make your content go viral. You can only 
control the quality of your content. What happens after you 
publish is up to the world wide interwebs. 
! 
In order to increase the likelihood of your content going 
“viral”, you need a highly-engaged audience and you need 
to give them content they care about.
What does my 
audience care about?
Great question, 
but there’s one 
other question 
you have to ask 
first…
What do I have to 
offer them?
THE ANSWER 
Your brand mission 
Your brand mission is the fundamental purpose of why 
your company exists. It is what your brand does and what it 
delivers.
THE SCOOP 
Creating Your Brand Mission 
Don’t get too hung up on creating your brand mission. 
Giant corporations dedicate hours and hours of time and 
piles of money and other resources to this. 
! 
Also, the mission can change as the marketplace and 
strategy changes. And in this rapidly-changing world, it’s 
important to stay nimble.
A TIME SAVING EXERCISE 
Brand Pillars 
The brand pillars rise from the foundation of your brand. It 
is what makes your brand memorable and how your 
readers relate to you. The pillars reinforce your brand. 
! 
For every pillar ask, “How does this pillar reinforce my 
brand’s purpose?” 
! 
There should be no more than four brand pillars. Keep it 
simple…you fill in the rest.
BRAND PILLARS FRAMEWORK 
BRAND PURPOSE 
Tagline; primary marketing message 
#1 #2 #3 #4 
How does it achieve your 
brand purpose? 
! 
Types of Content: 
How does it achieve your 
brand purpose? 
Types of Content: 
How does it achieve your 
brand purpose? 
Types of Content: 
How does it achieve your 
brand purpose? 
Types of Content: 
!! 
Content Examples: 
! 
Content Examples: 
! 
Content Examples: 
! 
Content Examples: 
!
Your brand pillars 
keep you from 
writing about: 
!Money 
And my cat! 
And technology! 
And my favorite recipes! 
And DIY projects! 
And movies! 
You get the point.
BRAND PILLARS EXAMPLE 
Mint.com 
Here’s an example of what Mint.com’s brand might look 
like if I were doing this exercise today* 
*I totally did this today. You guys know I’m not allowed to share top secret internal information.
EXAMPLE FRAMEWORK: Mint.com BRAND PILLARS 
BRAND PURPOSE 
Give people the understanding and power to take action with their money and lead better lives. 
#1 
Mint is a Leader in Personal Finance 
#2 
Mint is the go-to resource for users' personal 
finance needs. 
#3 
Mint is an easy-to-use, innovative personal 
finance tool. 
How does it achieve your 
brand purpose? 
Through thought leaders hip, users can trust that 
Mint has the best tools they need to improve 
their financial lives. 
! 
Types of Content: 
! Awards 
Endorsements 
Speaking opport!unities & events 
Partnerships 
Mint is a Leader in! Personal Finance 
How does it achieve your 
brand purpose? 
Mint has the resources u sers need to live better 
lives through budgeting, reducing financial stress, 
and reaching their financial goals. 
! 
Types of Content: 
! Timely and topical personal finance content 
Clear-cut, unbiased info r mation with actionable 
steps on HOW to manage finances. 
Inspirational user! success stories. 
Expert advice. 
How does it achieve your 
brand purpose? 
By organizing their finan c es all in one place and 
getting a clear picture of their finances, users can 
start reaching their financial goals. 
Types of Content: 
! Tips 
How-tos 
Best practices 
User quotes 
Data: $ saved, goals reached 
Product shots: overspending alerts, ways to 
save, goal updates 
Content Examples: 
! 
Content Examples: 
! 
Content Examples: 
!
Q&A TIME 
How will brand pillars help 
me write blog posts? 
! 
Brand will serve as a guideline to keep your content laser-focused 
and aligned with your mission. 
! 
The content you publish and all your social activity should reflect the 
brand pillars. If it doesn’t fit into a pillar it doesn’t belong. 
! 
Content must deliver on your brand pillars, not the pursuit of more 
traffic. 
! 
Sensationalist content and click-bait headlines detract from your 
brand’s mission and undermine the relationship you have with your 
readers.
Q&A TIME 
What do my readers care 
about? 
! 
Let your data lead you to the answer. 
!Top read blog posts 
Subject matter 
Length: short vs. long 
Social shares 
Comments 
! 
Track data on a monthly basis and perform quarterly evaluations to 
ensure you are meeting benchmarks or to see if you need to make 
changes to your content strategy. 
! 
Don’t be afraid to make changes: it’s important to first test a hypothesis 
and then use data to drive change.
WHERE THE MAGIC HAPPENS 
What your readers 
care about 
What you have 
to offer 
MAGIC!
SOME RULES TO WRITE BY 
Ask before you publish 
“Is the content so useful that your audience would thank you?” – 
Ann Handley, Head of Content at MarketingProfs and author of 
Content Rules. 
! 
Does is evoke so much emotion that the reader can’t help but 
share it? 
! 
Will reading and sharing the content make the reader seem 
smart to their peers? 
! 
Does the content have a strong call-to-action asking readers to 
comment and share? Is it easy for them to do those things?
Congratulations! 
Let’s be honest, your content probably won’t become an 
overnight sensation, but you are well on your way to 
building an incredible brand with a rock-solid content 
strategy.
Appendix
REFERENCES 
! 
Study showing anger is the most viral emotion: 
http://www.nbcnews.com/tech/internet/your-social-media-emotions-go-viral-anger-spreads-fastest-f4B11186087 
! 
Anger, awe, and joy as motivators: 
http://www.smithsonianmag.com/science-nature/what-emotion-goes-viral-fastest-180950182/?no-ist 
! 
How to write a great blog post: 
http://brandswithfansblog.fandommarketing.com/how-to-write-a-great-blog-post/ 
! 
Generate great titles for your blog posts with the Tweak Your Biz Title Generator: 
http://tweakyourbiz.com/tools/title-generator/
WHERE YOU CAN FIND 
Morgan Quinn 
EMAIL 
MORGANMARIEQUINN@GMAIL.COM 
! 
LINKEDIN 
MORGANMARIEQUINN/ 
! 
TWITTER 
@MORGANMQUINN

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How to Make Content Go Viral by Morgan Quinn - FinCon '14

  • 1. How To Make Content Go Viral I M E A N R E A L L Y V I R A L FINCON 2014 | NEW ORLEANS MORGAN QUINN | 09.18.2014
  • 2. So you want your content to go viral?
  • 4. VIRAL CONTENT Viral content is a phenomenon where content gets a highly-unusual number of page views, shares, comments, and other social media activity. ! At its core, viral marketing is the spread of an idea through content that attracts attention. ! The odds of your content going viral are 0.01%* *a very non-scientific study conducted by a series of google searches done by yours truly
  • 5. Oh, I get it. Let me consult The Oracle.
  • 7. 31 million results, huh? I better get comfortable.
  • 8. A few best practices What the Internet Says About Viral Content (pretty good advice, if I do say so myself)
  • 9. THE HEADLINE Headlines should be 6-11 words and include a descriptive subtitle ! COMMON EXAMPLES: • Numbers (listicle) • Positives (best, always, most, top) or negatives (worst, ugliest, unhealthiest, never). • Compelling adjectives (sexiest, simplest, most useful, wicked, absolutely hottest). • Personal relevance (you, your business, your boss, your child/spouse, people who). • Emotional trigger (Awe, anger, anxiety, fear, joy, lust, surprise, inspiration, entertaining, educational). • Promise (happier, more productive, win the game, improve health, be better). • Double-whammy (two alluring promises in a single headline). CONTENT The body of the content is useful and provides specific, actionable steps (aka: “news you can use”). !Evokes strong emotion that stirs discussion. !There is a clear call-to-action to share and comment.
  • 10. Evoking emotions. Makes sense. But which emotion should I go for? FEAR SADNESS DISGUST SURPRISE ANGER JOY TRUST Harvard Business Review study on the emotions that make marketing campaigns go viral. Read Article
  • 11. VIRAL CONTENT Anger is the fastest spreading emotion on the Internet. ! Positive emotions like joy and awe also move quickly. They are motivating, and like anger, they get your blood pumping. It’s like lighting a fire under someone and inspiring them to take action. ! Emotions like sadness and melancholy are deactivating, meaning readers feel less likely to take action after reading the content. It’s like having the wind taken out of your sails.
  • 12. I have everything to make my blog post go viral. It’s time for my 15-seconds of fame!
  • 13. I’m writing, I’m writing, I’m writing…
  • 14. THE CHECKLIST Are you ready to publish? • Short headline? • Descriptive subhead? • Listicle? • Compelling adjectives / personal relevance / trigger / promise / double whammy? ! • Helpful / emotional / call-to-action?
  • 16. I don’t get it, where are my readers?
  • 17. The truth is… You cannot make your content go viral. You can only control the quality of your content. What happens after you publish is up to the world wide interwebs. ! In order to increase the likelihood of your content going “viral”, you need a highly-engaged audience and you need to give them content they care about.
  • 18. What does my audience care about?
  • 19. Great question, but there’s one other question you have to ask first…
  • 20. What do I have to offer them?
  • 21. THE ANSWER Your brand mission Your brand mission is the fundamental purpose of why your company exists. It is what your brand does and what it delivers.
  • 22. THE SCOOP Creating Your Brand Mission Don’t get too hung up on creating your brand mission. Giant corporations dedicate hours and hours of time and piles of money and other resources to this. ! Also, the mission can change as the marketplace and strategy changes. And in this rapidly-changing world, it’s important to stay nimble.
  • 23. A TIME SAVING EXERCISE Brand Pillars The brand pillars rise from the foundation of your brand. It is what makes your brand memorable and how your readers relate to you. The pillars reinforce your brand. ! For every pillar ask, “How does this pillar reinforce my brand’s purpose?” ! There should be no more than four brand pillars. Keep it simple…you fill in the rest.
  • 24. BRAND PILLARS FRAMEWORK BRAND PURPOSE Tagline; primary marketing message #1 #2 #3 #4 How does it achieve your brand purpose? ! Types of Content: How does it achieve your brand purpose? Types of Content: How does it achieve your brand purpose? Types of Content: How does it achieve your brand purpose? Types of Content: !! Content Examples: ! Content Examples: ! Content Examples: ! Content Examples: !
  • 25. Your brand pillars keep you from writing about: !Money And my cat! And technology! And my favorite recipes! And DIY projects! And movies! You get the point.
  • 26. BRAND PILLARS EXAMPLE Mint.com Here’s an example of what Mint.com’s brand might look like if I were doing this exercise today* *I totally did this today. You guys know I’m not allowed to share top secret internal information.
  • 27. EXAMPLE FRAMEWORK: Mint.com BRAND PILLARS BRAND PURPOSE Give people the understanding and power to take action with their money and lead better lives. #1 Mint is a Leader in Personal Finance #2 Mint is the go-to resource for users' personal finance needs. #3 Mint is an easy-to-use, innovative personal finance tool. How does it achieve your brand purpose? Through thought leaders hip, users can trust that Mint has the best tools they need to improve their financial lives. ! Types of Content: ! Awards Endorsements Speaking opport!unities & events Partnerships Mint is a Leader in! Personal Finance How does it achieve your brand purpose? Mint has the resources u sers need to live better lives through budgeting, reducing financial stress, and reaching their financial goals. ! Types of Content: ! Timely and topical personal finance content Clear-cut, unbiased info r mation with actionable steps on HOW to manage finances. Inspirational user! success stories. Expert advice. How does it achieve your brand purpose? By organizing their finan c es all in one place and getting a clear picture of their finances, users can start reaching their financial goals. Types of Content: ! Tips How-tos Best practices User quotes Data: $ saved, goals reached Product shots: overspending alerts, ways to save, goal updates Content Examples: ! Content Examples: ! Content Examples: !
  • 28. Q&A TIME How will brand pillars help me write blog posts? ! Brand will serve as a guideline to keep your content laser-focused and aligned with your mission. ! The content you publish and all your social activity should reflect the brand pillars. If it doesn’t fit into a pillar it doesn’t belong. ! Content must deliver on your brand pillars, not the pursuit of more traffic. ! Sensationalist content and click-bait headlines detract from your brand’s mission and undermine the relationship you have with your readers.
  • 29. Q&A TIME What do my readers care about? ! Let your data lead you to the answer. !Top read blog posts Subject matter Length: short vs. long Social shares Comments ! Track data on a monthly basis and perform quarterly evaluations to ensure you are meeting benchmarks or to see if you need to make changes to your content strategy. ! Don’t be afraid to make changes: it’s important to first test a hypothesis and then use data to drive change.
  • 30. WHERE THE MAGIC HAPPENS What your readers care about What you have to offer MAGIC!
  • 31. SOME RULES TO WRITE BY Ask before you publish “Is the content so useful that your audience would thank you?” – Ann Handley, Head of Content at MarketingProfs and author of Content Rules. ! Does is evoke so much emotion that the reader can’t help but share it? ! Will reading and sharing the content make the reader seem smart to their peers? ! Does the content have a strong call-to-action asking readers to comment and share? Is it easy for them to do those things?
  • 32. Congratulations! Let’s be honest, your content probably won’t become an overnight sensation, but you are well on your way to building an incredible brand with a rock-solid content strategy.
  • 34. REFERENCES ! Study showing anger is the most viral emotion: http://www.nbcnews.com/tech/internet/your-social-media-emotions-go-viral-anger-spreads-fastest-f4B11186087 ! Anger, awe, and joy as motivators: http://www.smithsonianmag.com/science-nature/what-emotion-goes-viral-fastest-180950182/?no-ist ! How to write a great blog post: http://brandswithfansblog.fandommarketing.com/how-to-write-a-great-blog-post/ ! Generate great titles for your blog posts with the Tweak Your Biz Title Generator: http://tweakyourbiz.com/tools/title-generator/
  • 35. WHERE YOU CAN FIND Morgan Quinn EMAIL MORGANMARIEQUINN@GMAIL.COM ! LINKEDIN MORGANMARIEQUINN/ ! TWITTER @MORGANMQUINN