Module 2 - Lesson 1 Share Triggers Brian Dean Founder, Backlinko. Creator, SEO That Works

You already know… Make content for Linkreators. Get that content in front of them.

Because once you find topics that the Linkreators love to share and link to, you don’t have to guess or wonder whether you content will get shared. It’s based on something already proven to work.

(Content you know Linkreators want to share and link to.) What kind of content? A Power Page. (Content you know Linkreators want to share and link to.)

Power Page 3 Key Features 1. Linkreator-focused 2. Based on a proven topic 3. Built with a Content Framework

Power Page 3 Key Features 1. Linkreator-focused 2. Based on a proven topic 3. Built with a Content Framework

What is a Content Framework? Content Built To: Maximize shares, links and reach Position you as an authority

For a Power Page to work, it needs all three elements: Linkreator-focused A Proven Topic A Content Framework

Let’s say your Linkreators are vegetarian and vegan bloggers. For Example Let’s say your Linkreators are vegetarian and vegan bloggers.

For Example A piece of content about steak recipes – even if it’s built on a content framework — will fall flat.

Content Frameworks are unique because they leverage Share Triggers.

Content Frameworks Share Triggers are scientifically backed psychological principles that encourage people to share your content.

Content Frameworks When you include Share Triggers in your content, people are significantly more likely to share and link.

Content Frameworks aren’t thought up in a lab or a boardroom. Keep in mind… Content Frameworks aren’t thought up in a lab or a boardroom.

Content Frameworks They’ve been rigorously tested by me and countless other marketers in the real world. …and they work.

Link Building: The Definitive Guide EXAMPLE Link Building: The Definitive Guide Built with the Go-To Guidebook Content Framework. 1,300 social shares 222 backlinks Ranks in the top 5 for “link building”

You’ll get all 7 tested Content Frameworks. But first…

Share Triggers Let’s cover how Share Triggers can significantly boost the links and social shares that your content generates.

…which can be good or bad. Share Triggers These micro-impressions add up to their overall impression of your content… …which can be good or bad.

Share Triggers For Linkreators, this leads them to share your content on social media or link to it from a page on their site.

“Why do people share content online?” Share Triggers “Why do people share content online?” We don’t have to guess.

Share Triggers Scientists have published the results of hundreds of research studies on: Virality - What makes Content Go Viral I’ve also put this science to the test in real world testing.

...these don’t have anything to do with cute cat videos. Share Triggers Share Triggers work especially well at encouraging Linkreators to share content online. ...these don’t have anything to do with cute cat videos.

Share Triggers I’ve also figured out how to package content so that these Share Triggers have the biggest impact.

Let’s cover the Share Triggers. That’s what the 7 content frameworks you’re about to learn about are engineered to do. Let’s cover the Share Triggers.

First up, we have Utility. SHARE TRIGGER: UTILITY First up, we have Utility.

SHARE TRIGGER: UTILITY Dr. Jonah Berger and Dr. Katherine Milkman teamed up to determine what makes content go viral. BERGER MILKMAN

They analyzed the NYTimes.com most emailed list. SHARE TRIGGER: UTILITY They analyzed the NYTimes.com most emailed list.

UTILITY They analyzed over 7,000 articles. SHARE TRIGGER: UTILITY They analyzed over 7,000 articles. Why do some articles get shared more than others?

SHARE TRIGGER: UTILITY Articles rated as having high utility were 30% more likely than average to crack the top most emailed list.

A fancy way of saying: The content is super practical. SHARE TRIGGER: UTILITY What is Utility? A fancy way of saying: The content is super practical.

Because they’re insanely practical. SHARE TRIGGER: UTILITY For example, recipes are one the most heavily shared type of content online. Because they’re insanely practical.

SHARE TRIGGER: UTILITY Essays, “thought leader” pieces and high-level approach style content doesn’t get shared nearly as often.

SHARE TRIGGER: UTILITY The Go-To Guidebook and the Expanded List Post both have incredibly high Utility.

Next up, we have Content Length. SHARE TRIGGER: CONTENT LENGTH Next up, we have Content Length.

Longer articles were 52% more likely to make the most emailed list. SHARE TRIGGER: CONTENT LENGTH Longer articles were 52% more likely to make the most emailed list.

Buzzsumo analyzed 100 million articles. SHARE TRIGGER: CONTENT LENGTH Buzzsumo analyzed 100 million articles. What did they find?

Noah Kagan’s blog: “longer the content, the more shares it gets” SHARE TRIGGER: CONTENT LENGTH Noah Kagan’s blog: “longer the content, the more shares it gets”

SHARE TRIGGER: CONTENT LENGTH Is there really something special with 3000-word articles? Dr. Berger looked into it…

SHARE TRIGGER: CONTENT LENGTH He found that longer articles elicit a feeling of “awe”… …awe encourages people to share.

SHARE TRIGGER: CONTENT LENGTH “Awe gets our hearts racing and our blood pumping,” Berger says. “This increases our desire for emotional connection and drives us to share.” BERGER

Next up, we have Memory Glue. SHARE TRIGGER: MEMORY GLUE Next up, we have Memory Glue.

“Most content online is forgettable.” SHARE TRIGGER: MEMORY GLUE “Most content online is forgettable.”

SHARE TRIGGER: MEMORY GLUE Dr. Berger: Highly memorable ideas and concepts are significantly more likely to be shared. BERGER

How can you make your content more memorable? SHARE TRIGGER: MEMORY GLUE How can you make your content more memorable?

Content Framework: Trademark Technique SHARE TRIGGER: MEMORY GLUE Content Framework: Trademark Technique Create proprietary strategies and techniques that people can latch onto and remember.

Trademark: Skyscraper Technique EXAMPLE Trademark: Skyscraper Technique One of the reason this strategy gets mentioned so often is that it’s highly memorable.

Trademark: Skyscraper Technique EXAMPLE Trademark: Skyscraper Technique When a Linkreator sits down to write an article and wants to mention a link building strategy, The Skyscraper Technique is top of mind.

Including Custom Visuals is another strategy to leverage Memory Glue. SHARE TRIGGER: MEMORY GLUE Including Custom Visuals is another strategy to leverage Memory Glue.

MEMORY GLUE People are highly-visual creatures. SHARE TRIGGER: MEMORY GLUE People are highly-visual creatures. Visual elements help your content stand out.

SHARE TRIGGER: MEMORY GLUE You’ll learn more about this when we go over The Trusty Infographic Content Framework.

Next up, we have Positive Emotions SHARE TRIGGER: POSITIVE EMOTIONS Next up, we have Positive Emotions

SHARE TRIGGER: POSITIVE EMOTIONS Research shows that positive content gets shared more often than negative content.

SHARE TRIGGER: POSITIVE EMOTIONS Content that elicits positive emotions — like surprise and inspiration — attract more shares than negative stories that make you feel sad or depressed.

POSITIVE EMOTIONS This is a Share Trigger that you’ll tap into with: The Hero Formula The Trademark Technique

Next up, we have Social Currency SHARE TRIGGER: SOCIAL CURRENCY Next up, we have Social Currency

People share content that makes them look good. SHARE TRIGGER: SOCIAL CURRENCY People share content that makes them look good.

For example, let’s say that you’re a huge proponent of The Paleo Diet. SHARE TRIGGER: SOCIAL CURRENCY For example, let’s say that you’re a huge proponent of The Paleo Diet.

You read an article that summarizes a research study… SHARE TRIGGER: SOCIAL CURRENCY You read an article that summarizes a research study… that found the Paleo Diet to help people lose weight and build muscle mass.

SHARE TRIGGER: SOCIAL CURRENCY What are you going to do?

Share it with everyone you know! SHARE TRIGGER: SOCIAL CURRENCY Share it with everyone you know!

Linkreators are the same way… SHARE TRIGGER: SOCIAL CURRENCY Linkreators are the same way… Significantly more likely to share something that supports their position or proves that they’re right.

Because sharing makes them look good. SHARE TRIGGER: SOCIAL CURRENCY Why? Because sharing makes them look good.

SOCIAL CURRENCY Social Currency Content Frameworks: AwardsBait SHARE TRIGGER: SOCIAL CURRENCY Social Currency Content Frameworks: AwardsBait The Crowdsourced Manual The Trusty Infographic

Finally, we have Storytelling SHARE TRIGGER: STORYTELLING Finally, we have Storytelling

As humans, we’re hard-wired to LOVE stories. SHARE TRIGGER: STORYTELLING As humans, we’re hard-wired to LOVE stories.

But I’m positive that you remember which diet I used in the example. SHARE TRIGGER: STORYTELLING For example, you may not be able remember the 3 Content Frameworks that use the Social Currency Share Trigger. But I’m positive that you remember which diet I used in the example.

SHARE TRIGGER: STORYTELLING (The Paleo Diet)

SHARE TRIGGER: STORYTELLING Why is that?

Stories are more powerful, memorable and emotional than information. SHARE TRIGGER: STORYTELLING Stories are more powerful, memorable and emotional than information. When you tell stories, you create content that people are more likely to remember (Memory Glue).

SHARE TRIGGER: STORYTELLING Because stories elicit emotions -- like awe, surprise, and inspiration -- they’re more likely to be shared. The Hero Formula Trademark Technique

Power Page Now you have almost everything you need to get cracking on your first Power Page: A list of Linkreators. The topics that appeal to them. What Share Triggers are and how they work.

It’s time to create and publish your first Power Page.

In the next lesson… 7 battle tested Content Frameworks, including: The Trademark Technique The ELP AwardsBait