a single source, nothing corroborates it

Borrow the format everyone is already playing

Take a mechanic that is spreading and swap in your subject: a podcast about one musician built a word game about her and drew millions of visitors and around a hundred media placements. The same trick works with any asset already getting attention, like wrapping newly open sourced code into a free web version anyone can try in a browser. You inherit both the mechanic and the curiosity around it instead of waiting to be found on merit.

The method

1. 01

   Borrow a format that is already spreading and swap in your niche's subject matter, so you inherit both the mechanic and the curiosity around it.

2. 02

   Piggyback on whatever is trending to pull attention toward your own product, rather than waiting for people to find you on your own merits.

3. 03

   Take something already getting attention, rebuild the interesting part as a free web version anyone can try in a browser, and you inherit the existing news interest.

What it returned

• 2

  A Taylor Swift podcast built a Wordle variant about Taylor Swift, and it drew 2.5M visitors and around 100 media placements.

• Spotting the open-sourced code behind a cartoon-rendering polaroid camera, Kapwing wrapped it into a simple web app for images on your own computer.

Sources

• TaylordleHarry Dry · Marketing Examples · Taylordle · undated
• SEO project marketingHarry Dry · Marketing Examples · Cartoonify - An example · undated