“I want it viral!” – when it comes to content, this is what I keep hearing and reading lately. But people keep forgetting that according to Google, the first rule of content is “Focus on the user and all else will follow.”
1. The 15 minutes of viral fame won’t last long enough
Of course, creating viral content will definitely increase the awareness of your brand. But viral comes and goes – it’s the internet version of 15 minutes of fame. You want your brand (may it be personal or company brand) to be remembered as a whole, not as a piece of content.
2. High quality content keeps your audience more engaged
Making your audience resonate with you will lead to conversions. It is true, viral content leads to incredible exposure. However, unless your brand image isn’t already well developed, no matter how viral your content is you still won’t be perceived as an authority on the matter.
3. Content creation enables you to study and learn what your audience wants
Creating content will help you better understand who your target is and what resonates with them. Test out strategies; learn what works and what doesn’t work.
4. Build your image and then work your way up towards creating viral content
The viral content will enhance your opportunity to present yourself and your brand on a large scale. If you have nothing to show, people won’t remember you.
Viral is for raising awareness. But in order to build a successful viral campaign, you should to build your way up towards being a trusted figure in your domain. That requires a lot of work, indeed… But remember, you are not creating content for the internet or search engines, you are developing content for your audience. People are looking for interesting, creative, high quality content. Give it to them, build your audience and understand who they are and what they want to see. After completing these steps you can start thinking if a viral campaign will help you achieve your next goal.