‘Viral’ content is the holy grail of content marketing.
Although several studies on viral content have been published, there just isn’t a sure win formula.
However, don’t despair. Because, it seems that such content share 1 common element.
But before we get into it, we have to take a closer look at:
Why do people share stories?
According to the New York Times’ study on “the Psychology of Sharing“, people share content to:
- entertain their friends
- add value to their friends
- define themselves
- interact and stay connected with others
- show their support for a cause
In a nutshell, your content will do well if it makes people feel good about themselves.
So, how can you best position your content to go viral?
All viral content have this element:
Let the reader feel good about themselves.
Understand this – hard sell is dead, leave it in the 80’s.
Nobody’s going to share your egoist content, unless there’s something in it for them.
So, when creating content, ask yourself:
- What problem(s) does my content solve for my target audience?
- Does my content bring them closer to the solution?
- Does my content help connect my audience to my story?
- Will my audience feel good about sharing my content?
Once you’ve got the meat of your content, consider these content types:
- Informative content like ‘how-to’ guides, case studies and checklists are great for beginners.
- Entertainment content like competitions work great for connecting with your audience.
- Discounts or promotions are great for people who like to share offers with their friends.
Lastly, remember to incorporate your brand’s key message when creating your content!
We help brands tell their story.