Learn to Triple your Traffic and Social Sharing

Learn how to make incredibly shareable and traffic driving content with world-class content marketing.
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  • Lectures 22
  • Length 3 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 8/2014 English

Course Description

This course is designed for anyone trying to produce content to be published and distributed online.

What You'll Learn and Who It's Designed For

Mike Roberts will provide a practitioner’s framework that can be referenced when creating content designed to be shared on social channels. This class is designed to give content and social media marketers tons of free or affordable tools, 63 practical examples and case studies, 48 concepts, 20 research studies, and 55 actionable recommendations; all designed to specifically help you produce highly shareable content.

This is World Class Content

I have presented this material at some of the most prominent industry conferences for audiences that pay thousands to attend. I have also taught this in the online marketing class that I teach at San Diego State. You get the same material far cheaper than any of them. I also teach you the exact processes that I use to develop extremely shareable content for some of the biggest and best known brands in the world. I pull back the curtain to show you every step of the process.

The Course Structure and More About What it Covers

The first part of the course will give a suite of resources that will enhance topic research, content brainstorming, content development, internal workflow and approvals, content synergy with social media and how to measure value and effectiveness of a content marketing program. The second part of the course will focus on the distribution of content on a variety of channels and how to effectively promote content.

This class will cover the pain points most marketers are hitting today and then explore more advanced opportunities such as interactive content, personalized content, and dynamic content.

You'll walk away with a list of actionable takeaways that can be implemented right away and a road-map for those looking to mature their program.

Calculate the ROI.

How much is an increase in traffic to your website worth to you? How much would you pay to earn a large increase in followers, Likes, and social engagement. I would guess that the price for this course is significantly less. Also, you can refer back to this course again and again on into the future so it will pay off for years and years down the road.

What are the requirements?

  • Working knowledge of online content and social media for a business

What am I going to get from this course?

  • More consistently and reliably produce highly shareable content, products, and ideas
  • Produce higher quality content including personalized and interactive pieces
  • Bring big, original, and creative ideas that drive results into your content production
  • Produce content more quickly and efficiently

What is the target audience?

  • People who produce content of all kinds. Social media, search engine marketing (SEO), content marketing and other online marketing professionals.
  • People from both big and small companies
  • Intermediate to advanced skill levels

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Part 1 of the Course

Here I provide an overview of my professional content marketing and social media experience. This section also covers some of the outline and specifics of this course, what you'll learn, and what you can expect to get out it. I work for a global, OMMA award winning agency called Covario.

Section 2: The Conceptual Foundation for Awesome Content

Every marketer wants to find and utilize influencers, but we often forget the value of effectively reaching average people. If we optimize the message that we put in our content and share across social channels, we effectively reach both groups.


20-50% of all purchases are strongly influenced by word of mouth. How do we effectively drive word of mouth? Brands have to create something worth talking about. Online content is the most cost-effective way to move the needle here.


Ads and content marketing are by nature, very different, even though the lines are increasingly blurring. In this section, I explain how they differ and why those differences are critical to building effective online content. In short, people don't share ads; companies do.

Section 3: Content Development Preparation Work

I go over a list of tools here that can be really effective research tools if used correctly. It's critical to do your due diligence in the research phase to ensure you built the right content. Some of the tools include, but are not limited to Social Mention, Google Trends, BuzzSumo, Twitter Search, Flip Board, and Twitter lists.

Google Trends

This is a practical and straight forward example of how to use Google Trends to validate whether the content or campaign topics that you want to produce are actually interesting to people. This is a great, quantitative way to compare various topics side by side. Here I show how to evaluate and choose which topic to produce content about between Valentine's Day, Football, the Super Bowl, or the Consumer Electronics day.


Social Mention is a search engine for the social web. It includes data and content from all across the web including all of the social channels, blogs, forums, and more. It provides both quantitative and qualitative data that can be very helpful when evaluating what content topics to produce content about.


Twitter lists are an extremely powerful tool. They allow you to keep a close eye on people in specific niches when they start tweeting about some new hot topic. One of the best ways to digest this information is to funnel these lists into either Hootsuite or Tweetdeck.


Buzzsumo is a fantastic tool for identifying trending or popular content, which channels are being used to share this content most, which people are most influential about any given topic, and much more. You can also set alerts so that you can be automatically notified when certain things are posted. There is a free and paid portion to this tool.


Alltop is a great website for finding niche bloggers and blog topics. It surfaces the best blogs and sites about all sorts of different topic niches. This can be great inspiration for new content topics.


Feedly is an RSS reader that allows you to pull in content from all sorts of sources across the web in a nice and easily-consumable format. This is great because you don't have to seek out new content; it comes to you when something comes up.

2 questions

This quiz will test how well you understand the various research tools and approaches covered.


Much of what we believe about brainstorming is wrong; the research says so. We have to debate, challenge, contest, and defend the ideas in a brainstorm. The environment has a massive impact on the discussion. This creative ideation process we use shapes the output in dramatic ways.

1 question

This quiz tests the course material about how to conduct and run an effective brainstorming meeting.

Section 4: Developing Content: A Repeatable Process and Framework for Success

Every digital marketer wants to figure out how to capitalize on social sharing better then they are now. This is the overview of a 6 part framework that allows people to create highly shareable content in a repeatable way. This framework was developed based on psychology, consumer behavior, industry experience, and startup-like innovation. I also refer to this framework as the Content Replicator Framework.


People love status. If you are able to find a way to give people that to people they will love it, and share that status with all their friends. As a content and social marketer, you can give people awards, create a secret fore them to tell their friends, show them that they're an insider, and much more. To really move the needle here, we have to move beyond mere blog posts, Facebook posts, and content calendars.

Replicator 1
2 questions

People also love things that are exclusive. Exclusivity requires making something hard to get or rare. The more scarce something is, the more people want it. If you take that approach to the content that you develop, you'll be able to create premium and higher value content. People will be much more likely to share and talk about this sort of content.

Replicator 2
2 questions

People not only love, but desperately need useful things. You can give useful things to your customers and audience in the form of information such as in a blog post or in many other forms such as a tool. Tools that are built as software such as web apps or interactive landing pages can be hugely popular forms of content.


Few think of controversy as a good thing. However, when done correctly, controversial content can really capture a lot of attention when shared on social channels. If the article takes one side of an issue, it will resonate very strongly with those who agree with it, even those who agree with other side are turned away. Your content will be much more likely to be shared within the side of the arguement that you choose to identify with.

Replicator 4
2 questions

When we care about something, we'll share it. Emotion is a hugely powerful way to capture people's attention, and build trust. Some emotions lead to people taking actions, while others lead to inaction. Therefore, try to evoke surprise, shock, and humor, but not contentment. Evoking anger and anxiety in your content can also be very useful because they can lead to people taking an action. However evoking sadness would lead to inaction.


Everyone supports some good causes. People like to feel good by associating with some form altruism. By aligning with such a cause, your content and social posts will be more likely to be widely shared by people who support or identify with that cause.


Take some time and practice implementing the various replicators. Although each of the replicators can stand independently from all of the rest, they can also be greatly enhanced by combining multiple replicators into the same content piece or campaign. This section is best when your'e able to have a workshop with other people on your team so that you can bounce ideas off each other when brainstorming.

Section 5: Preserving Content Quality Through the Approval Process

One of the most challenging things of producing and publishing a piece of content is navigating through an organization's bureaucracy and approval process. Doing this effectively is key to maintaing the quality of the content from concept through publication. The faster that you can go through this process, the better you'll be able to produce very timely pieces which can perform substantially better.

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Instructor Biography

Mike Roberts, Senior Digital Strategist at a global, award winning agency

Mike Roberts is a social media and content marketing strategist with both agency and client-side experience. He is currently an Earned Media Strategist for Covario, a leading, award winning, and global agency focusing on search, social and content marketing services. He has served Fortune 500 and 1000 companies including over 10 globally recognized brands throughout his career. They have ranged across many verticals including consumer electronics, tourism, banking, education, entertainment, and medical among others.

Additionally, he is a digital marketing thought leader and an active video blogger, writer, consultant, and speaker. Mike is also very involved in the professional social media community, and serves as a CommNexus Social Media SIG Co-Chair.

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