October 28, 2014
People say that viral marketing is the way to go, and making your content go viral will get your site the traffic you want. If only it were that easy.
The truth of the matter is that you can’t predict when a piece of content will explode and bring tons of traffic to your website. But a catchy, engaging headline certainly doesn’t hurt your chances.
While you can’t ever be certain that a particular piece of content will go viral, you can improve your chances if you keep the following five principles in mind during the content creation process:
Inspire your audience. Try to connect with your customers on an emotional level whenever possible. Human interest features and stories that inspire your audience are more likely to spread than purely self-promotional pieces. Focus on your brand’s humanity whenever possible. Who knows? It might strike the right chord.
Increase your chances by producing more. Even if you’ve written the best white paper in the world, there’s a good chance it might not get the traffic you hoped—at least not right off the bat. That’s just the nature of the Internet. The more content you produce, the higher your chances are of something catching some traction. So produce more. It’s rudimentary math at its finest.
Learn from your failures. There is no chance that every single piece of content you create will go viral. It’s just impossible. So when you fail—and you will fail—analyze the resulting data and try to figure out ways you could have done it better.
Be patient. Sometimes it might take time for your content to be found by the right sets of eyes. You may have written a killer blog that doesn’t get any traction until someone with a big Twitter following stumbles across it nine months later. That’s why it’s important to create timeless content: You never know when someone will be looking.
Time does matter. Even though it might be hard to believe, people aren’t actually glued to their phones every waking moment of their lives. So find out when your customers are on various social networks and target them accordingly. There are tons of good resources that will help you figure out the best times of the week, like this and this.
It’s unfortunate that there’s not a blueprint that outlines precisely how to make your content go viral. But by thoroughly planning your campaigns, you’re increasing your chances quite a bit. Good luck!