Viral Content Longevity
How did the word “viral” become such a commonly used phrase among everyday people and not just for marketers? Everyday I get on Facebook and see at least 3 people sharing the same articles or videos that are popular that day. Or in other words, the viral content of the day.
Now we all have this happen to us, but let me ask you this – for how long do you remember that funny video or really sad article?
Now don’t get me wrong, I am not saying these articles are bad or even boring. They are great! I spend way too much time reading them! What I will say is if you think the best thing that can happen for your brand is going viral it is not.
The best thing is using the fact that your content went viral and knowing how to transition into making it shareable.
Confused about the difference between viral and shareable content? Here is a quick guide to understanding the difference between the two online marketing strategies.
What is Viral Content?
Viral content is content that spreads rapidly because it speaks to the audience. It can garner an emotion or have motive, but it will always validate the beliefs of the audience that spreads it.
Viral content is not great at sustaining interest for a long time, but more of a 15 minutes of fame reaction. A lot of people might pass around a blog article you post about the day in the life of a kitten, but did they start following you?
Example: You meet Jason Momoa at Estoria have a conversation, play buck hunter, take pictures. Then he leaves and there was no real relationship or friendship formed.
What is Shareable Content?
Shareable content is content that is capable of being shared without very many barriers to entry. Shareable Content is targeted to a specific group of people who overtime will trust your brands opinions and they will continuously be inspired to take action (share).
To make successful shareable content you have to meet the needs of your target audience by delivering content that speaks to them and answer the questions they would actually type into google.
Viral vs Shareable Content: Which is Right for Your Brand?
Both viral and shareable content can provide opportunities for different brands and can deliver different types of successes. When creating content focus on writing about things that will actually cause conversions within your target audience. Maybe the viral kitten article from above is a good choice for your niche pet store to go viral with, but try and follow up with these new followers you gain from it with advice or pet tips that will prove your knowledge about this subject.
Content is not really a quick win form of direct marketing, but about building a relationship and earning consumers trust. You want someone to start following you and reading all of your stuff and sharing it with their friends which in turn will eventually establish your brand authority.
The goal of content marketing is to create or enhance relationships, drive word of mouth AND help a brand stand out in search listings. The SEO impact of effective content does not always happen immediately, but can over time build the momentum you worked so hard to create.