How To Create Content that Lasts for Ever

As a business person and as a marketer, you have probably heard of “going viral.” This is when content that you create is seen by many over a short duration. Some marketers work to create content that they believe will go viral, but this can be a problem in a few key ways. Let’s look at why viral marketing might not be the best option for your business.


As a business person and as a marketer, you have probably heard of “going viral.” This is when content that you create is seen by many over a short duration. Some marketers work to create content that they believe will go viral, but this can be a problem in a few key ways. Let’s look at why viral marketing might not be the best option for your business.

About Viral Marketing

The first thing we need to get out of the way is to understand that viral marketing can sometimes work. There’s a few insider viral content strategies that you can use to ensure your content is the best it can be and stands a change to go viral. The key thing to remember is that the content you create for viral marketing needs to be amazing if you want to succeed as a viral marketer. Let’s examine why even the best viral content isn’t necessarily going to help your business succeed.

Your Content Doesn’t Reach a Target Audience

You spend the time to create amazing viral content using proven methods. Let’s say for example, you sell women’s shoes. You create an amazing article about a new shoe line and support it with a video about your product. This ends up going viral across the Internet and you get excited. You think it will bring you tons of sales and when it doesn’t, it leaves you puzzled. The reason why it didn’t bring you sales is that it wasn’t targeted. Perhaps your company is in Los Angeles. Did you target women in Los Angeles? The answer to this is that you didn’t. Your content might have been seen by people all over the world who might not necessarily want to buy your shoes. If you have a specific target audience, you need to target that audience. This will get you the sales you need because the content is seen by those who will buy.

Your Viral Content Gets a Negative Reaction

Another problem with viral content is that it can reach a vast number of people who might hate the content. A couple of years ago, Starbucks created a viral ad for the holidays and changed the color of their Christmas coffee cup to a simple version. It was seen by many and those consumers hated the change to the Starbucks cup. Wal-Mart is another example of a negative viral ad. They introduced a “fat girls” line of Halloween costumes and this spread like wildfire on Twitter which damaged the Wal-Mart brand. You could create viral content you think is amazing, but if the message is seen in a negative light, this could cost you big time as a business. Large corporations can recover from these blunders, you may not be able to.

The Content Isn’t Useful

One of the most important things to consider is that the viral content you create has to be useful. You can’t just create a viral campaign and expect everyone to be on board. If your content isn’t appealing, it won’t matter how many people see it. You should focus on making content that people will want to see. Don’t focus on the “viral” aspect of the content because very few pieces of content ever go viral. Focus on useful content that your clients and consumers can use.

In Closing...

As a business you should focus on creating the best content you can not the viral potential because this can be a lesson in frustration. You want to create value for the consumer and you want to target those that will buy from you. When you focus on the content and not the “viral” aspect of it, you’ll reach those that are going bring your business the success you desire.
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