The document discusses a content publishing strategy focused on psychographic targeting and mass online publishing. It recommends targeting different parts of the human mind with content - using primal triggers like fear/sex in headlines, appealing to emotions/memory in the body, and letting the conscious mind think it made the decision. The strategy also advocates a "tabloid mindset" of prioritizing attention-grabbing over encyclopedic information. Linkbait topics from news, health, and security are provided as examples to psychographically trigger shares/links from a wide audience.
11. Psychographic
• The content is viewed in the mind of the viewer
• Content should created for reaction
• People are attracted, think, react
• Mental triggers cause positive reactions
• Linker has a psychographic profile
12. Mass Publishing
We want to attract as many people as possible
We want social signals to propel the content in
front of as many of the linkerati as possible
We expect a proportion will have linking ability
We expect that some will link
Tabloid mind set
Helps us to scale linkbait
13. Tabloid Content
There is a war going on right now online for
the attention of people's minds
We are not creating Encyclopedia Britannica
You either get attention or you do not
Twitter complains when people try to get
attention and yet clicks through
14. Human Mind
Mind has 3 sections
High brain or conscious brain
Mid level brain or sub-conscious
Primal brain
in 3 minutes
15. Primal Brain
Ancient part of the brain
Wired to keeping you alive
Responds to fear, danger, death,
Sex, greed...etc.
Controls the adrenal gland and
hormones
Loves a cracking headline
16. Sub-Conscious
Can perform 11 million process at
once, conscious brain can only
Perform 40 processes at once
Emotional, attaches memory to outside
stimuli
Irrational
Impulse buying/linking
17. Conscious
Conscious brain is what we think is the brain
It deals with the auditory and visual input
It has great intentions that are subverted by the
Primal and the sub-conscious mind.
Most decision making is not conscious
18. Linkbait the brain
Primal brain for the headline
Body content for the sub-conscious
Let the conscious brain think it's making
The decisions
Think like the Economist, create like The Sun
19. Linkbaiting Home
Security
How to stop serial murderers breaking into
your house and eating you
10 Locks that keep out uninvited flesh
eating zombies
10 Ways to stop cannabalistic serial killers
in their tracks
20. Linkbait the News
Efficient way to scale linkbait
Taps into the current zeitgeist, talking
and thinking about
There is always News
News can fit any niche
21. Cost of going to Mars
100 years, 30k people will live on Mars
Wired.com linked to a Payday Loan website
Linkbait can get links from authority sites
You scale linkbait, simply by having the best
content and the best promotion.
It costs time and money to produce the best,
But it has the highest ROI
22. The author
Lyndon Antcliff is a content publishing consultant
He blogs @ Cornwallseo.com
He Tweets @lyndoman
You can email him: lyndon@cornwallseo.com
You can hire him to tell you what content you
should be publishing