Post an interesting article.
Previously, to publish an article on “Zuckerberg Will Call” (the old name of the site), you had to send a request to the editor, get it approved, after which the editors could approve and publish an interesting text just like that.
There is now a sandbox on the site.
This is a page where anyone can write an article. The site has a tab called “Blogs”.
Blogs have their own “Popular” – do not confuse it whatsapp data with the main site, there are much fewer views here
In the sandbox, you can publish almost anything you want to share with readers. There are a number of recommendations , but obvious advertising will not be allowed under any circumstances – the moderator will either delete the article completely, or ask you to remove active links from it or even all mentions of the company, if without this the meaning of the article will not suffer.
We did an experiment.
On a typical Thursday in the first half of the day, 10 articles are published in the “sandbox” per hour. The more popular the article, the longer it stays at the top of the list. If the article is bad, it will go to the basement very quickly, barely having gained a hundred views.
The editorial staff of Visi takes the best articles from the “sandbox” into the popular section, allowing links and active mention of brands.
Find a hyped or trending topic.
To anger people, to push two camps into conflict.
Plan and destroy a common enemy (pick up and press on a common pain)
The format is secondary. It can be storytelling, a first-person account, an interview, or a simple descriptive text. The main thing is what idea you put into it and whether you can see the right potential at an early stage.
Be in trend
We tried this strategy even before we started writing client PR articles. Word led to word, and the nightstand was filled with enough cool materials about how today’s youth differs from previous generations. In general, the now ubiquitous topic of Generation Z.
Based on a bunch of research and one of the Tjournal articles, we wrote a text about how to communicate with representatives of Generation Z in order to stay on the same page with them – sell to them better, collaborate more successfully.
How to write cool native content on vc.r
At that time, it was not such a broken ginza metrics bridges the gap between search and social analytics record, so the article quickly reached the top of the main page of VC.ru, where it stayed for more than a day, after which it began to creep down, giving way to new topics and paid promos.
The results were quite significant – more than 65,000 views and so on, little by little:
How to write cool native content on vc.ru
In the spring of 2018, guys from Novosibirsk came to us as a client. They developed artificial intelligence that could not be distinguished from a person over the phone. We had no doubt that such an article would go down well.
How to write cool native content on vc.ru
All that remained was to present the topic correctly.
Half the battle in working on cool content is the ba leads customer’s desire to make fire and his complete trust. Ivan Shestakov is like that, so we were lucky – all ideas were accepted, considered and defended in front of techies, to whom everything was “somehow not right” and “not quite true”. But if there was absolutely truth, then we would have written a technical guide, which only 10 people out of those 23,000 who eventually read the article would have understood.
Don’t be afraid that the reader won’t immediately learn all the advantages and subtleties of your technology or product. The point of such a publication is to hook the reader, to arouse interest, and not to sell.
However, this does not mean that the text should not contain benefits.
We tried to outline the pain points and show that our robot is the solution:
How to write native advertising on vc.ru
What’s good about a trending theme:
Gives a lot of comments because everyone is intereste
It has a good CTR (for the same reason)
It causes minimal negativity – unless it’s a deliberate throw-on-the-fan, i.e. everyone will be on your side if you’re actually doing something good.
Blocking services in Russia. When Telegram fought with Roskomnadzor, even the laziest ones got some PR from it.
New laws. They are issued in droves, everyone loves to use them for PR, but only in a negative way. If you sort it out and tell them that it’s not that bad, that your company lives with it and is still thriving, it can also have a good effect. For example, tell them how you recruited only pensioners under the new law and now together you are doing the best business in the city.
Artificial intelligence. If you are involved with it, use it.
Blockchain, VR and AR. Any startup that uses these or newer technologies can write an article that will .
