José Roberto Rincón: 9 Things to Consider for Creating A Viral Campaign

Ever heard of article marketing? It is a type of content marketing in which businesses write short articles related to their respective industries and make them available for distribution and publication in the marketplace. Each article contains a bio box and byline that includes references and contact information for the author’s business.

If you are not already producing articles, you should give them some consideration. Well-written content that is released for free distribution have the potential of increasing a small business’s credibility as well as attracting new clients.

José Roberto Rincón: Viral content marketing
Viral content marketing

But now, how does a single content marketing campaign secure 4 million views, 1,200 publisher stories, and an 850 percent organic traffic lift? It has these elements of a viral campaign.

Don’t try to target every part of the buying cycle

Content can be created for any stage of the buying cycle, but viral content tends to have mass appeal. To achieve this, you generally need to focus on creating campaigns that are tangentially related to your brand.

According to the TechCrunch Guest Post Policy, people simply will not run advertorials by and for companies, because it is gross. It is up to you to find the balance between your business interests and a reasonable discussion of topics that are also relevant to everybody else.

Incites a viral emotional response

José Roberto Rincón: Viral Content
Viral Content

Viral content uses a strong emotional hook to encourage hyper-accelerated sharing. Through research, the leading viral emotions are:

  • surprise,
  • curiosity,
  • amazement,
  • interest,
  • astonishment,
  • uncertainty

Requires a new research finding

Fifty-eight percent of publishers want exclusive research and breaking news, so use tools like SurveyMonkey and CrowdFlower to bring new data to the table. Access public APIs to curate and analyze older data, or give previously published research a new spin.

Keep it simple by visualizing quantitative data

Publishers want data visualizations, so your promotable assets should use quantitative data. Keep the superfluous qualitative data for a landing page where readers can go for more information.

Uses ego-bait to drive the conversation

Ego-bait is great for fueling the conversation. Take, “Marvel Origins” for example, which targeted a niche of dedicated fans while simultaneously resonating with the larger population based on location. The result: more than 400 publishers wrote about this campaign.

Uses map-based content to get local and national press

Regional map-based content stirs debate when centered on controversial topics, and the resulting conversation lends itself to both national and local press.

Identify emerging trends and topics

José Roberto Rincón: Marketing

Use Google Trends to identify emerging trends in your industry, and use this data to create a timely campaign that speaks to your broader audience. Newsjacking allows you to harness the conversation by targeting publishers who are covering the trending story.

Do not serve as an advertorial

Campaigns slathered in logos, branding, and your marketing message will not add value to a publisher’s audience. Let your data take the spotlight and keep the marketing-speak to a minimum.

Write a variety of articles

The trick to reaching a massive amount of people is to create a variety of articles. For example, if you want to promote your public relations service, you could post content on how to write an article, how to come up with attractive article titles, what is the right format and ideal word count, how and where to distribute the articles, how to submit to hundreds of article directories within the shortest time, etc.

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