Listen to the audio version of this article below
Viral content is a type of media that spreads quickly online through sharing, liking, comments, and other forms of interaction. Going viral can appear to be the ultimate objective for any material, promising a significant increase in visibility and interaction. However, this phenomena has its own set of obstacles and potential consequences, which are commonly referred to as “The Viral Curse.” Let’s take a closer look at what the viral curse includes.
Short-Lived Attention
Viral content typically has a relatively limited lifespan. The sudden surge in attention can diminish rapidly, leaving no lasting impression. Because of this ephemeral nature, while your brand may experience a brief moment in the spotlight, it rarely turns into long-term engagement or loyalty for customers.
Superficial Engagement
Viral material typically attracts a large audience, but engagement might be superficial. Likes, shares, and comments may be high, but they do not always result in meaningful connections or conversions. The audience may not have a real interest in your brand or products.
High Expectations
When anything becomes viral, there is often a lot of pressure to recreate its success. This expectation might set off a loop of striving to create viral material, which is unpredictable and difficult to execute consistently. Too much emphasis on developing viral successes can take away from the creation of valuable, long-term content.
Negative Backlash
The viral nature of the information might increase negative criticism. If a piece of content is contentious or misconstrued, the backlash can spread almost as quickly as the original virality. Managing this negative attention can be difficult and may harm your brand’s reputation.
Misaligned Audience
Viral material can reach a large audience, but it may not be your intended market. The surge of attention from people who aren’t interested in your products or services can lead to low conversion rates and a diluted brand message.
Resource Strain
The unexpected increase in interest can put a strain on your resources. Customer care personnel may become overburdened, and your website or social media platforms may see additional traffic that they are unprepared to handle. This can result in poor user experiences and lost opportunities.
While going viral can provide a boost in visibility and engagement, it’s critical to be mindful of the viral curse and its potential consequences. Consistent, value-based content that fosters trust, loyalty, and genuine connections with your audience is often the key to long-term growth and success.
Value-Based Content is King
Creating content that resonates with your target audience is critical for building a successful business in today’s digital market. While viral content can generate short bursts of attention, value-based content has long-term benefits such as trust, loyalty, and sustainable growth. Here’s why value-based content is more effective for business growth.
Building Trust and Credibility
Value-based content is to provide helpful, relevant, and actionable information. Over time, this increases trust and credibility. For example, HubSpot, a leading inbound marketing company, routinely publishes high-quality content that teaches its audience on numerous marketing methods. This has solidified HubSpot’s position as a trusted authority in the marketing sector.
Fostering Customer Loyalty
Consistently providing valuable information helps to build a devoted following. Patagonia, an outdoor clothing business, is well-known for its dedication to environmental causes. By sharing sustainability-focused tales and material, Patagonia has built a passionate client base that shares its beliefs.
SEO Benefits
Search engines prioritise high-quality, useful material. For example, Moz, a business that specialises in SEO software, often provides in-depth articles and guidelines on SEO best practices. This content not only educates their audience but also helps their search engine results, resulting in increased organic traffic to their website.
Educating Your Audience
Value-based content educates your audience and establishes your company as a thought leader. NerdWallet, a personal finance website, offers detailed guidance on various financial problems. This instructive content enables consumers to make informed financial decisions, cementing NerdWallet’s position as a go-to source for financial guidance.
Engaging and Nurturing Leads
Consistent value-based content engages your audience and nurtures leads. Salesforce, a customer relationship management (CRM) platform, employs a number of content formats, including blogs, whitepapers, and webinars, to engage and educate its audience throughout the buyer’s journey, effectively nurturing leads until they are ready to convert.
Long-Term Benefits
Evergreen content remains relevant and valuable over time, offering a consistent return on investment. Evernote, a note-taking program, produces content on productivity and organisation that continues to attract and engage users long after it is released, highlighting the long-term benefits of value-based content.
Building a Strong Brand Identity
Value-based content helps to identify and explain your brand’s goal, vision, and values. REI, an outdoor equipment and apparel business, emphasises its dedication to outdoor experience and community. Their content, which includes adventurer stories and outdoor activity recommendations, is consistent with their brand identity and strongly resonates with their target demographic.
While viral content might generate temporary attention, value-based content provides long-term benefits that are critical for creating a successful business. Businesses that focus on providing meaningful, relevant, and actionable information can increase trust and credibility, encourage customer loyalty, enhance SEO, educate their audience, engage and nurture leads, gain long-term advantages, and establish a strong brand identity. Investing in value-based content is a long-term strategy that ensures consistent growth and a devoted client base.