Viral content is often seen as the holy grail of digital marketing. I can’t tell you how many times in my career (pre-MLive Media Group) I heard that the primary objective for our digital marketing efforts was to “go viral”. I really don’t know how viral can be an objective, but it was. So, time after time, when we didn’t go viral enough, I guess we failed in the eyes of others.
We tried to convince our colleagues that you don’t plan to go viral… going viral is simply the reward for creating engaging content. And being really lucky. Going viral is difficult and really shouldn’t be the goal. Ten-thousand people who care about your content, to me, is better than reaching ten-million people who don’t care about your content.
Whether viral is your goal or not, here are just a few tips to help you get your digital content seen:
1. Start with engaging content. This is really a good place to start with almost all things digital. If you give your audience something they want to engage with, they will. And, as a reward, they will tell their friends. This is the beginning of going viral.
2. Seed the conversation and spread the word. Don’t just create engaging content and then sit back and wait to see what happens. Engage with it yourself. Tell your friends. Spread the word. Help yourself.
3. Engage social influencers. There are a lot of people with A LOT of social influence. Whether it is the large group of self-proclaimed “social mavens”, or whether it’s a celebrity or athlete, there are some very influential people online. If you can get their attention, they may be able to help you spread the word very quickly.
Know your audience, create engaging content that is relevant for them, focus on your objectives, monitor performance and optimize based on the data. For me, these things are much more important than going viral. And by focusing on these things you just might get lucky and go viral.
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