‘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!