This document discusses what makes content spread naturally online. It argues that content is more likely to spread if it generates a physical or emotional reaction in people. Content that is weird, wonderful, unexpected or disruptive tends to elicit reactions and sharing. The document also emphasizes that good content must be timely and align with current trends or events to spread. Finally, it notes that people who create spreadable content tend to be proactive and have fun developing things that entertain or engage audiences.

2. http://www.youtube.com/watch?v=hKfAFQzJf74

3. GOOD IS
SUBJECTIVE.
Good content is subject, while we mention
content that spreads naturally.

4. Agenda
1. Look At Stuff
2. Lesson
3. More Stuff
4. Another Lesson
4. Q&A

5. WEIRD: Robocop on a unicorn was a
meme in 2008. A basic image search
reveals many more instances of this meme.

6. WEIRD: Tom Selleck, a sandwich and a
waterfall was a 2010 meme that got some
traction. Follow Knowyourmeme.com for
all the details.

7. WEIRD: The Gotye meme is more recent.
becoming mutated content.

8. Wonderful Image
WONDERFUL: The Kenguru wheelchair
car is one for the wonderful file.

9. WONDERFUL: There are plenty of
amazing human feats online. Photography
and visuals are one of the most popular
thing on the web.
© 2011 Inferno Ltd | Internal Confidential

10. WONDERFUL: An American mother
made headlines online when she made her
son wear a sign of all the things he did
wrong.

11. WONDERFUL: Everyday, someone on
Facebook makes other people smile. Some
people are better at it than others.

12. WTF: There is no shortage of random
content online that make you cringe or
examples.

13. WTF: No big deal, just a bunch dudes on
the couch with their crotch on fire.
© 2011 Inferno Ltd | Internal Confidential

14. WEIRD, WONDERFUL & WTF: Muscle
combine all three.

15. Good Content Spreads Naturally

16. If someone threw a brick through a boardroom
who would be able to hold that in. Each person
has the natural tendency to tell someone else.
so difficult to keep a secret.
If something disruptive happens, you have to tell
someone else. Technology comes second in this
equation.
Disruptive Content = Must Share
The sharing use to happen only in person, now it
© 2011 Inferno Ltd | Internal Confidential

17. focuses that they see each day, but if they see
the Batmobile, they might point, take pictures
and talk about it.
Good disruptive experience prompt people to
take action or document the experience.
Unique events get special relevance and are held
in the mind longer.
© 2011 Inferno Ltd | Internal Confidential

18. Those same disruptions spread a lot further if
you disrupt a large group of people. If the brick
was thrown at a concert or the Batmobile was in
the the parking lot post concert, the disruption
would spread much further.
In addition to helping spread content, the web is
find them and give them a pleasant disruption.
© 2011 Inferno Ltd | Internal Confidential

19. Good Content Generates a
Physical Reaction

20. Weird Useful Timely
Valuable
Funny
Spectacular Random Unexpected
Better Wonderful
Shocking
Weird, Wonderful & WTF are only a few ways
Sexy Urgent Emotional
to create a disruption. All these word represent a
form of disruption. The more of these you can
own well, the more likely you are to spread you
content organically.
Each one of these words makes you have a Illuminating WTF
Unique
physical reaction, it could be laughter, stopping

21. WEIRD: Lingscars.com is a web site with a late
successful, she made a name for herself with this

22. Craigslist, but everything is spelled with a lisp.

23. idea here. A dog will love you no
to their expectations, but if we did,

24. WTF: These Russian youths are
playing a dangerous game in these
high rises. The content is so WTF
YouTube to watch it.
http://www.youtube.com/w
atch?v=kdsryZINo3Y&featur
e=related

25. WEIRD, WONDERFUL &WTF:
This classic IKEA ad is about 7
years old, but definitely ticks all
the boxes.
http://www.y
outube.com/w
atch?v=tetOS
MilRKg

26. Good Content is Timely
© 2012 Inferno Ltd | Internal Confidential

27. www.zei.tgei.st
TRENDJACKING
Inferno blog that aims to capture instances of
trendjacking and rapid responses.
WEIRD: This example features guys showing their
nipples in support of Kate Middleton. A Tumblr was
created within 48 hours of events unfolding.
© 2011 Inferno Ltd | Internal Confidential

28. WONDERFUL: This wass a brilliant rapid response,
trendjacking job by Lynx.

29. WTF: Apple Maps! Enough Said.

30. But Good Content Is

31. CHOOSE ALL WORDS THAT
score card. First choose which words you content
YOUR CONTENT OWNS
with you rate the content 1-10 in those areas.
The higher you score, by strangers, the more
likely it is that your content could spread
RATE THEM 1-10
organically.

32. Content rating will only get you so
far, because making content is only
part of the equation.
You have to consider the audience,
the distribution, and how it will
propagate.
If you do all of these well, we stand a
better chance of spreading

33. People Who Make Good Content
Are Proactive & Have Fun
Making Things

34. Please visit the Facebook page and join our movement to get David Cameron and
Nick Clegg to grow moustaches for Movember.
Moalition.com
© 2011 Inferno Ltd | Internal Confidential

36. INTERESTED IN A CONTENT WORKSHOP?
Call Tim at +44 (0) 20 7092 0300
or Email: Tim.D@inferno-group.com
www.inferno-group.com