The Hustle Content Guide



This document is a guide on the types of content published on The Hustle. It goes from top down, meaning the high level strategy first then the more specific tactical bits.

Because our editorial team is small we need to work 10x as hard as everyone and make every piece of content pack a big punch. If we are not efficient and spend lots of time on something that doesn’t get many visitors then it’s considered a failure. Content without an audience is worse than no content at all.

This document is for editors, writers, or anyone else who will publish on The Hustle.



One Page Version

Our goal as a digital publisher is to create content that our readers love and share. These are the processes that help making that possible.

Idea Process

Idea → Headline → Feature/Short → Category → Style

The best ideas are inspired by other successful articles or current events but with a different angle. However, 80% of our content should be evergreen. Crowdtangle is a great resource for ideas.


Write like you’re speaking with a smart friend. Conversational but with proper grammar and not a lot of slang. Intelligent with short paragraphs, simple sentences.

Emotions for virality

Shock and awe, desire, humor, curiosity. Every article needs to evoke one of these emotions.


    1. Emotional intelligence: Writing about emotions readers can relate to. Happiness, Suicide, Procrastination
    2. Current events and analysis: What’s happening in the world and why people should know/care, and how they should think. These are traffic winners. Mast Brothers, CEO is Full of Shit, Microdosing, Steve Harvey
    3. Experiments: These are big features and need to be approved. Soylent, Nootrotopics
    4. Profiles: Examining the people behind something amazing.Sasha Grey, ReCaptcha, Copycat Kings, Founders over 30.
    5. Lifehacks: Showing people how they can get ahead in life. Read These Instead of Getting an MBA, This is Spotify’s Best Feature.
    6. Under the hood: Doing the reader a service by showing them a side of something they never knew existed. Google interview, Kindle


  1. Slides: Photo and slide heavy. Title, photo, description. Founders over 30
  2. Short article: 250 to 750 words. Little to no formatting. Spotify Spoken Word
  3. Long article: 1,500+ words. Some formating (quotes, special photos). Sasha Grey
  4. Interview: Question and/or statement followed by answer. Rocket Internet


Two different types of headlines: Facebook and search. Facebook titles should be ~70 characters long and use the curiosity gap. Social headlines should use the focus keyword often.

Facebook title: Facebook Live Just Made Twitter’s Week Way Worse

Search title: Facebook Live: New Live Streaming Service Might End Twitter


Every upload needs: feature image, title, search title, search metadescription, Facebook title, Facebook description, focus keyword.




Table of Contents

  1. Top Level Mission
  2. Competitors
  3. Strategy
  4. Categories
  5. Styles
  6. Emotion
  7. Process
  8. Writing Structure
  9. Voice
  10. Virality Principles
  11. Uploading
  12. Distribution
  13. Headlines

1. Top Level Mission

The Hustle is a media company for millennials interested in business.

Our most important metric is our email subscriber growth followed. Our second most important metric is unique visitors to our website.

Lots of awesome content makes our list love us, and our list grows the more awesome content we make. And the bigger our list grows the more money we make, more fun we have, and more people we impact.

Before deciding on a topic, you must ask yourself this: What does a 20-something college graduate male interested in business and technology world want and need to read?

That question should guide your editorial decisions.

Before writing you need to decide on the headline. Headlines and Facebook images are the most important part of any article because that’s what grabs the reader’s attention and is seen by most viewers.

Then, as you write, you need to ask yourself “What angle would make me share this with my friends?” Should people feel anger? Happiness? Laughter? The angle dictates the emotion the article should make someone feel.

After that you need to think about which distribution channel the article has potential to go big. Distribution channels tend to require different methods to reach audiences.

A Facebook audience is more prone to click, like, comment, share content. A Twitter audience is more prone to just glance at content and move on. Some articles are great for search because they’re keyword heavy but are rarely shared.

Understanding how audiences will react to content is key.

2. Competition

Legacy companies that we are competing with/ trying to replace

  • Bloomberg
  • Wall Street Journal
  • Businessweek
  • NY Times
  • Forbes
  • Inc
  • Fast Company
  • Entrepreneur
  • Quartz
  • Business Insider

Knowing this is important because it’ll help writers decide what should go on our site. We are different from these sites because while we may cover the same stories as them we take the angle of the millennial.

The average age of a WSJ journal is well into the 60’s. They do not write for 20 somethings nor do they understand us.

Additionally, WSJ, Bloomberg, BusinessWeek, and NY Times mostly do original reporting. We do not do lots of original reporting (yet) because it is inefficient and not what our readers care about. They want takeaways.

Our leg up on these companies is our ability to create great content quickly that’ll appeal to our audience and will spread to millions of people. We do not have to wait for something to be printed. All we have to do is send to our list and use social to get distribution.

3. The strategy

The most important metric is the size of our email list. After that, it’s unique visitors.

15% of our articles are at least 1,500 words that are in depth. These are called features. They take a long time to create but add a lot to our brand. Therefore we need to make sure they’re likely to get shared before writing.

The other 85% are shorts. They can be any length, but timeliness is important so they are typically short.

We’re currently producing 25 articles a week (15 from in house writers and 10 from contributors or other sites). That means that 22 should be short and 3 should be features. This number will grow, with a goal of 30 high quality articles a day.

Features = 1,500+ words and in depth.
Create the best article on the internet about this particular topic. The trick to make these worth it is to make them efficient, meaning we need to do them fast and without too much time spent on original reporting. Airline Rules, Sasha Grey.

Shorts = 250 to 750 words, no original reporting. People are busy. Tell them what they need to know and how they should think. Mast Brothers, Ceo is full of shit.

4. Categories

    1. Current events and analysis: What’s happening in the world and why people should know/care, and how they should think. These are traffic winners. Mast Brothers, CEO is Full of Shit, Microdosing, Steve Harvey
    2. Emotional intelligence: These articles empathize with thoughts our readers feel and tries to address them, solve them, or explore them. Happiness, Suicide,
    3. Experiments: In depth experiments that show in real life terms how something works. Soylent. These are big features and need to be approved.
    4. Profiles: Explaining how a specific industry, person, or company does business. Sasha Grey, Meet The People Making a Full Time Living From Instagram, 10 Amazing Entrepreneurs Who Had Accomplished Nothing By Age 30.
    5. Lifehacks: Show someone how to achieve something. Linkedin Hack.
    6. Under the hood: Shows first hand insight into something people normally wouldn’t see. Google interview.

5. Styles

Every article should be in one of these four styles.

  1. Slides: Photo and slide heavy. Title, photo, description. Founders over 30
  2. Short article: 250 to 750 words. Little to no formatting. Spotify Spoken Word
  3. Long article: 1,500+ words. Some formatting (quotes, special photos). Sasha Grey
  4. Interview: Question and/or statement followed by answer. Rocket Internet

6. Emotion

People who care, share. If it tickled me, I assume it will tickle my buddies, and who doesn’t want to spread the feelies? Fun fact: the most shared emotions are awe, laughter, and anger. Every article, headline, and preview image should make the reader feel one of these five emotions:

  • Fear
  • Shock and awe
  • Desire
  • Humor
  • Curiosity
  • Anger

7. Process

Editorial meetings are on Mondays. Here we discuss and decide on that week’s features. Each person comes to the table with ideas. At the meeting we select the features, pick the headline, lead, and hook.

Shorts are decided by each writer but they must fit within our theme of business, technology, and startup lifestyle. To decide what works look at Crowdtangle and see what’s popular. Then create an interesting take on it that fits what our audience needs.


  1. Idea – The first step is to have an idea. Ideas come from lots of places. For The Hustle, because we have limited resources and are young we need to make every post go far and get seen by lots of people. The best way to do that is to find topics and articles that other people have covered and adapted them to fit our audience. This way we are piggybacking off other’s success and learning from their mistakes and wins. After you write a lot you’ll intuitively know what spreads and what doesn’t. When that time comes you can then get more original.

Use the following ways to find ideas:

    1. Crowdtangle – Crowdtangle looks at other brand’s Facebook posts and tells you which of their Facebook posts are performing well (gets lots of likes, comments, shares). We already have lists within Crowdtangle that categorizes different brands like business news, business evergreen, and design. To find an idea using Crowdtangle you need to look at overperforming posts on other people’s sites. That’ll help you decide what types of headlines, images, and topics are doing well. Then you can use that for inspiration. You can take a different angle, summarize the story in a better way, or analyze the piece. You can also create your own lists so you have a bunch of different sites that you like to pull ideas from. Additionally, if you’re writing an evergreen article (as opposed to news, a current event, or anything else timely) then you can set Crowdtangle to different time limits and see articles from months or years ago.


  • Other publications – This is basically the same as Crowdtangle but on your own. There are lots publications that are going after a similar audience as us: Fortune, WSJ, Business Insider, Bloomberg. If you see something on those sites that you like or is performing well that you think will do well on our site then use it.
  • The news – There is always something going on in the world that is relevant to our audience. The Steve Harvey Miss Universe mistake was obviously a big deal for a while, so we took a take that said the design was bad on the card. That’s a great example of analyzing the news and taking an original/creative take off something popular. This article ranked high in search when people looked for Steve Harvey and was very popular.
  • Hacker News- Hacker News is where all the nerds hang out. It’s a forum where tech nerds post articles and people upvote them. The top articles are the ones people love. This is a great place for ideas.
  • Reddit – Similar to Hacker News, Reddit is a great place for ideas because users upvote content they love. Reddit is different from Hacker News because it has categories called Subreddits. There are categories like Stuff Men Should Know, Technology, or Startups. Find subreddits that have similar audience as ours and use it for ideas. The best way to do this is to see what’s at the top of the subreddit and by clicking “Top” for the day, month, year, or all time.
  • Headline – Hate it or love it, the headline is the most important part of the article. 90% of people will only read the headline. After deciding on an idea you need to think of a headline. There’s an entire section below on headlines.
  • Angle – The angle, or hook, is what will grab the reader. You can summarize your angle in a sentence or two. For example, Steve Harvey wasn’t wrong, the design of the card was awful. The hook needs to be catchy.
  • Draft – Create a draft. For features this should be done in Google Docs. Google Docs is best for articles that’ll need lots of editing. For shorts you can write your draft directly into WordPress. When you’re done just hit “save draft” and sent it to your editor. There’s a description on our voice down below.
  • Edit – Some articles, like features, will need some editing. Use Trello to tell your editor that the article is ready to be seen.
  • Art – Most articles will not need custom art. Some big features might, but most won’t. John is art. He will sign off on posts to make sure they look nice. There’s information below on putting “The Hustle” logo on the feature image.
  • Copy Editing – For now Kera does copy editing.
  • Distribution – After posting, the social team will post on Facebook and if it’s a great post it’ll go into the weekly emails. Each writer is encouraged to post on relevant subreddits and Hacker News.

8. Structure

The first paragraph should be a conversational and fun introduction to the story. It might highlight obscure or interesting facts, wild data, or be narrative in style and set the stage for a deeper story. This intro acts as the hook to get readers involved in the story. This lead is typically voicey and curiosity-inducing. But remember – the lead needs to grab the reader’s attention and punch them in the face.

The second paragraph should nail the thesis and hypothesis of this story — “Now that you’re hooked on the writing, here’s why this story is important for you.” This thesis acts as the focal point of the story, and should be crisp and focused.

The next three to four paragraphs should act as the “proof” for the thesis — here is all the evidence and information you need to prove the importance of the thesis. These paragraphs tend to be meaty, filled with facts and data and analysis.

The final paragraph is the conclusion and rehashed thesis.

This structure will evolve as we create more content.

9. Voice

When writing, our tone is smart but conversational, as if you’re speaking with your intelligent friends. That means:

  • Authentic but not boring
  • Conversational but with proper grammar
  • A warm tone but not vulgar
  • Sometimes sarcastic and witty, but serious when needed
  • Intelligent and not with an obnoxious amount of slang
  • Emotional but with sound logic
  • Flows like slippery slope. Every sentence makes you want to read the one after the other and has a tight narrative

Voice — Our voice is authentic, funny, casual and exciting. We’re not stuck up. Our focus is on sharp words that cut into the reader. If something is bullshit, we need to tell it like it is. Visitors should feel excited about our content like a 20 year-old bro is pumped about the latest Entourage trailer.

You can get away with being a so-so writer if you have a badass story and interesting voice. However, most people aren’t so-so writers… they flat out suck. And even worse, the average Joe doesn’t even know how bad he sucks.

The problem with most writing is that it is half-assed. In this section, I’ll break down a few of the rules to follow when writing. These rules won’t make you a great writer, but they’ll at least make you a so-so writer. Or, a self-aware crap writer that’s working on his/her issues.

Note 1: Before we go further: writing takes a lot of thinking. It’s ok if it takes more than 5 minutes to write something worthwhile. If you’re still discouraged, read some of Tolstoy’s diary on his daily routine and see what it means to have writing torture your soul.

Note 2: Use the Hemingway Tool for all your writing. It’s amazing. When using it, try to stay under an 8th grade readability score.


Simplicity Believe it or not, English works best in short sentences. They make you sound like you know what you’re talking about. Great writing isn’t using as many words as possible, but using the least amount of words to get a point across.

  • Unnecessary words, circular constructions, meaningless jargon, and pompous frills are diseases in American writing. Don’t use them.
  • Strip every sentence to its cleanest component. Every word that serves no function, every long word that could be a short word, every adverb that carries the same meaning as its adjacent verb… get rid of ’em. They are noise.
  • Try to take out adjectives. This will force your writing to be more precise.
  • Clear thinking = clear writing. Before you write, ask yourself “what am I trying to say?” Then write as if you’re talking to a friend.
  • Be picky. Select words that most precisely fit what you want to say. There are 600,000 words in the Oxford English Dictionary, in case you were worried.
  • To write simply, write what you want to say, then rewrite it in a shorter way. This will most likely take three or four times.
  • Example of what not to do: this article has something to say, but cares more about sounding smart than getting a point across.


Clutter Prune your words ruthlessly so your writing is as clean as possible.

  • Use clean English.
  • A personal friend is a friend. You head things, not head them up. Short minutes are minutes. At this point in time is now. Are you experiencing any pain? Should be does it hurt? Unless you’re WebMD.
  • Use short words instead of long ones. Attempt is try. Numerous is many. Sufficient is enough.
  • Be grateful to throw crap away. The world’s best joke started at 100 pages and finally got whittled down to three words. Crazy, huh? This fact might not be true, but it would be super convenient if it is.
  • Seriously though – if you’re not throwing out at least 1/3 of the raw content you started with, put yourself in the corner for some self-reflection. You might be over-attached.


Style —Write like you speak and don’t be timid.

  • I know what you’re thinking, and it’s a natural fear: simplicity carried to an extreme might make sentences sound boring, like “Dick likes Jane” and “See spot run.” That’s not what I’m saying you should do.
  • To find the right style, write paragraphs 1 through 3. They’ll suck. But by paragraph 4 you’ll get into your groove. Cut the first 3 paragraphs and have your piece begin at paragraph 4.
  • Take a stance. Use the word “I” and “we”. Sell yourself, be confident, and believe in your identity and opinions.
  • When you speak, you have mannerisms and phrases that define you and make you worth listening to. Keep them in your writing. Write like you speak.


Audience Write as if you’re writing to a friend.

  • After you find your voice, ask yourself “Who am I writing for?” The answer is simple: you’re writing for yourself. At most, you’re writing for a friend. Never act as if you’re writing for a huge audience. That’ll make you timid… and fearful writing ain’t fun for anyone.
  • Just because you’re writing for yourself doesn’t mean you should disregard style. In order to convey a message, you need to be coherent, no matter how chill your wording is. Write as if it’s your craft – there is no excuse for poor workmanship.
  • Don’t mistake workmanship for mediocrity. Your workmanship should highlight your attitude and voice, not substitute them.


Words Use simple words.

  • No clichés. Did you see I used “bread and butter” up top? That was a test. Did you wince? If you did, then you rock. If you didn’t, get your shit together – you had two chances.
  • Be curious about the feeling and shape of words. Give a shit about the rhythm of a sentence. Trust your intuition on this one, and listen to your writer. I mean it. Reading your writing out loud to yourself really helps.


Usage Write in short sentences and paragraphs.

  • A word doesn’t have to be in the dictionary to work.
  • If I can figure out the meaning of a made-up word by your use of it, you win and I love you.
  • Autocorrect is not the boss of you. Sometimes, funky spelling works. But don’t be lazy. Err’day instead of everyday is acceptable and, at times, preferred.
  • Short sentences > long sentences.
  • Writing is creating the melody to a song – rearrange words so they fit best within the rhythm. If you’re moving words around, it means you’re doing that thing we keep asking you to do: giving a shit.


The lead — The goal of any sentence is to get the reader to read the next sentence

  • The most important sentence of an article is the first one. If it doesn’t induce the reader to read the second one, you’re dead. So make it sharp and snappy.
  • The first sentence should answer the headline.
  • Your reader is fidgety. Smack ‘em in the face with curiosity or humor and they’ll stick around.
  • The first sentence of the second paragraph should coax the reader deeper into the slippery slope of your story. Give more detail. Important: when I say “slippery slope”, I mean that a reader should feel like they were just pulled down a slide covered in baby oil and physically weren’t able to remove themselves from your captivating story. Slippery slope.
  • In the body of your piece, vary the pace but maintain pressure. Keep nudging your reader down the path. Awesome, exciting, and the right kind of messy.
  • The last sentence of each paragraph should make your reader curious about what’s coming. It should also be the link connecting the previous paragraph to the next.
  • Paragraphs should be short. Don’t lose your readers, or you’ll lose your readers.



  • Treat writing like you are building an argument. Introduce your argument and defend it. Make sure you are leading the reader through the logic of your argument. This will make you question the force of your sentences – is this sentence necessary to make my point? No? Adios! If you convince them by the end, mazel tov.
  • Syntax is a fancy word that means “the placement of words in a sentence.” You can play around with this for different effects, such as suspense, emphasis, or surprise.
  • No paragraph is an island. If the placement of your paragraphs is arbitrary and they can be moved without ruining the logic of the whole article, something is wrong. Go back and fix it.


Tidbits and reinforcements:

  • Never come to a blank page lightly. Stalk it, then attack the shit outta the page. Be aggressive in your writing. If it matters to you, it will matter to us.
  • Strive to write something interesting. Not something “good”. You’re welcome.
  • Have writer’s block? Read. Find your favorite pieces online, combine or copy ‘em, then make it your own. Think about it as joining a pre-exiting conversation. If you come in cold, you’ll probably sound like a dumbass.
  • The first sentence should answer the headline
  • Your vocabulary will improve as you read/write more. Don’t fret.
  • Phrases like “at this point in time” and “at the end of the day” belong in resignation letters… not your article.
  • Use the active voice. Passive = something is being done to the subject. The crew paved the entire stretch of highway. (active) The entire stretch of highway was paved by the crew. (passive). Microsoft Word gives a green squiggly line under passive sentences, as does Hemingway App.
  • Write as close to the action as possible. Adverbs are not your friends. “She closed the door firmly” is distracting because it’s unnecessary. “She slammed the door” makes me wonder what happened and who pissed her off.
  • Use short paragraphs. Short paragraphs are easier to read and less intimidating.
  • A paragraph is a topic sentence followed by a few sentences that support your initial statement.
  • Write out a draft. Get it all out there. Self-editing before you even begin writing is a sure way to close your brain off to all things productive. Even if it sucks, write it. Then, go for a brief walk or read something else. After that, start editing. Slash away anything that isn’t necessary, and start giving shape to the raw material on the page.
  • Editing is the most important part of the writing process. It’s where the real magic happens. Nothing is polished and perfect at first go. Seriously, nothing. The best writers edit the most, not the least. So, edit your shit. Or, in the words of your high school teachers – don’t write your essay the night before it is due.


9. Viral Principles

There are a few principles that help content go viral and drive engagement. When creating content, it’s important to keep these principles in mind:


Social currency — People share things that make them look good. They’ll only share a “what dog breed are you?” quiz if they come out to be the cute, funny dog. They will feel publically awesome and validated. Also, people tend to define themselves in relation to others. You’re a foodie if you post pictures of crazy-looking meals. You’re an intellectual if you post political mumbo jumbo. You’re a vegan only if you tell others how terrible they are. In order to identify with certain groups, people curate and share stuff that resonates with them.


Triggers — People are triggered to write from the chaos of experience. CEOs will write about startup culture. Bartenders will write about funky drinks that help guys get girls. People in the thick of it are people whose stories we want to hear.


Relevance — Subject matter matters. When people write about things they know and do well, we are thirsty to read their experiences. For example, an article written by an expert about starting a business could be relevant to anyone who ever had to problem solve or multitask in the midst of insane stress. So…everyone.


Emotion — People who care, share. If it tickled me, I assume it will tickle my buddies, and who doesn’t want to spread the feelies? Fun fact: the most shared emotions are awe, laughter, and anger.


Public — Monkey see, monkey do. We want people to see others liking our stuff. We also want our motives to be obvious so others copy us. Having imitators is a great sign.


Practical value — People like to help others. If we show them how to save time, make money, or improve their health, they’ll share.


Stories — Stories engage: they are vessels that carry lessons, tactics, and morals. Stories require an added effort on the part of the reader, which is a great thing. People feel like they earned it. This satisfaction leaves them wanting more. Stories make fun addicts.


11. Distribution

  1. Email – content sent directly to a reader’s email. Content should resonate with the reader to pique their interest.
  2. Facebook – Appear’s in a follower’s NewsFeed. Content should be primed and packaged to maximize clicks in the crowded news feed.
  3. Search — Should be very focused on keywords and relevant subjects that people search for.
  4. Reddit, Hacker News – There’s no telling how this works. We post it on relevant subreddits but there’s not much strategy other than that.

Reddit, Hacker News – There’s no telling how this works. We post it on relevant subreddits but there’s not much strategy other than that.

12. Uploading

There are a few tidbits regarding uploading that are important. These factors deal with our ability to get to the top of search results as well as get clicks from Facebook.


After writing a draft you need to select a keyword that you’re optimizing for. We don’t write content in order to rank in Google but because it’s what our audience needs. However, we do optimize each article so it has a better chance to get to the top of the results.


Keyword: The first step is to pick a word that you want to rank for. This is part science, part art. You probably won’t rank for “Steve Harvey” when writing about Steve Harvey’s messed card, but you might be able to rank for “Steve Harvey Card.” Pick a word that a lot of people search for but is also possible to rank for. We have a plugin where you can put in the word you want to rank for then it’ll give you a list of things you need to do to rank for it. Put the word/phrase in the “focus keyword” box.

SEO – The headline at the top of the article should be the headline you want for search. There’s a difference between search headlines and social headlines. For the search headlines you should be keyword heavy. Read this to learn what types of search headlines work.

Facebook – Next, select a headline that you want to appear when the article is posted on FB. There’s a detailed description of this below under “headlines.”

Subtitles – Each post has a subheadline. This subheadline is what people will see as a teaser on our site. The subheadline can be the same as the Facebook description as it needs to grab people’s attention.

Metadescription – The meta description is the small text people see under the headline when they search for something.


13. Headlines

Headlines are the most important part of any article.

1) Curiosity gap — This is the absolutely positively most important thing to remember. Mic, Buzzfeed, Upworthy, and any other site that is juicing Facebook hard for traffic have all discovered that the single most important metric to achieve high engagement on Facebook is clicks. The amount of clicks a link receives on Facebook determines whether the Facebook algorithm places that link high in the Newsfeed, or much deeper in the woods. Because Newsfeed placement and traffic depends so much on how many people click into a story, this has lead to a rise in the number of curiosity gap headlines. It has become critical to write clickable headlines in order to succeed in social news.

The best way to write a curiosity gap headline is to act like a tabloid newspaper editor — tease out the most interesting, compelling, frightening aspect of the story and use that to lead the reader into clicking.

2) List titles — Lists are generally the most viral types of content on the social web, producing the most shares and engagement of any other content type. Lists are simple, and writing a list headline is easy … ALWAYS start with a number, and then a few words of filler, i.e. 18 Best Photos of 2015.

3) Headline Length — It’s important to note how much space you have when writing a Facebook headline: 100 characters on Facebook Desktop and around 60 characters on Facebook Mobile. Generally, 70 characters are seen as the ideal Facebook Desktop and Google News length, though 40 character headlines are said to draw the most clicks. The best Facebook headlines are concise, flashy, clicky, and utilize the blurb space above the headline and the teaser space below to flesh out the framing.

4) Avoid questions … — Headlines that act as questions are mostly rhetorical … a reader is looking for a statement, a truth, not more fog on a topic. Keep headlines as statements of facts.

….AND use numbers: Numbers in headlines generally make a title more appealing to a reader. Add in data, dates, and any other metrics to help a headline stand out.

5) Finally — A slide from Upworthy’s Slideshare, How to Make that One Thing Go Viral. Whatever you think of UpWorthy, their viral methods have been imitated by the giants of social and digital news, and these tips are now industry standards when producing viral content. Gawker and Mic editors do this with all of the stories they produce, while BuzzFeed focuses on the heavy-hitting viral posts using these tips.