Every marketer dreams of that whale: the viral video or Facebook post. Sure, knowing that you’ve reached so many people for your brand is a big victory, but that’s not the only thing that gets us excited. For many, just the thought that we created something that others loved, that we understood our brand and our buyers enough to touch their hearts and minds is more than enough reward without even bringing the wallet into it.
The problem is that you just can’t predict when a post will go viral and why. All you can do is make sure you have all the necessary parts and hope you hit the right strings. So, what are those necessary parts?
1. Target Personas
Look, if you’re not creating content for your specific buyer personas, then what’s the point of making that content at all? Sure, you want to make something that catches on like wildfire, and maybe that doesn’t fit the buyers of your brand. Think about this, though: Who’s watching or reading your content if not your buyers? Those who follow your brand religiously will be the first to see or read anything you share. If it doesn’t reach them, why would they share with others?
Start with your buyers—always. Create content they want and need. Fill in the gaps with knowledge and education. Give them a reason to engage with every word you share. That’s the only way to get a chain reaction started.
We talk about it all the time, but that’s because it’s so very important. If you want your content to resonate with your viewers, you have to pluck at those emotions. Whether the emotions involve laughter or tears is up to you; both are equally touching and highly shareable.
Think back to the last video or blog you shared on your social media. What did it make you feel? How did it convince you to push that share button? These are the things to ask yourself when creating content for your own brand.
Do you share posts that include bad grammar or poor spelling? Do you refer friends to videos with terrible effects or bad sound quality? If not, then you already know why these things are detrimental to the content you share, too. Before you release anything into the world, look it over with an objective eye. Watch or read as though you’re seeing it for the first time. Put yourself in your buyers’ shoes and pick apart every piece of content for quality.
When you’re ready to release it, have someone else take a look for a second opinion. You really can’t afford a reputation for bad quality. No one can. Then, when you’re sure it’s ready for the world, release and hope it catches fire.
Yeah, I know. That one doesn’t really count because it’s not something you can control. Look, even we can’t predict what will go viral and what will land flat. You could do everything right and still miss the mark, while someone else’s similar content makes the crowds go wild. Sometimes it’s all about hitting the internet at the right time with the right message, plucking the right heartstrings with the right offer. If you miss the first time, don’t let that stop you from trying again, and again, and again.
We’re always here to help you conceptualize and create content that will reach your buyers. If you need some help with your video, website, or blog content, give us a call. We’ll work together to make your message bigger than life.