Viral content can provide increased engagement and a boost in visibility. In theory, this sounds great for content and social media marketers trying to expand reach, but it does have drawbacks. “Going viral” isn’t enough; 96.55% of pages get zero Google traffic without a strategy.
nDash is a trusted content partner, helping brands connect with elite content creators for long-term return on investment through strategic content.
Viral content is unpredictable, and it provides short-term gains. So, why do marketers still chase virality?
Why Viral Content Tempts Marketers
Virality offers quick bursts of visibility, expanding the reach of companies and content creators. In turn, it feels like growth, as it may increase audience size and temporarily increase conversions.
To some companies, going viral is a quick and easy way to generate revenue. A global survey of marketers showed that 28% of respondents claim Facebook delivers the highest ROI. It’s no wonder that marketers seek virality.
Strategic content marketing takes a different approach, compounding content over time and building rapport and trust with audiences through consistency.
The Risks of Chasing Trends Over Strategy
Trends are seasonal, they fade fast, and most audiences will forget about them just as quickly as viral attention evaporates.
Forty-two percent of marketers feel unclear goals are their biggest barrier; constantly seeking a viral hit can be depleting and directionless.
Virality is not a sustainable growth strategy; it’s time to implement strategic content marketing.
What Strategic Content Marketing Really Delivers
There is no framework for creating successful viral content, and that’s where strategic content really shines. Implementing strategic content as part of a growth engine for your company can introduce new prospects and increase the lifetime value of your customers.
- Sustainability: Trending content is fleeting. Strategic content focuses on consistency, adopting an evergreen approach to foster long-term relationships with audiences.
- Providing Value: Content that addresses customer pain points, educates your audience, and provides value will be well-received.
- Conversions Matter: Ensuring your new prospects are guided through the buyer’s journey, rather than engagement plummeting after virality fades.
Metrics That Matter for Strategic Content Marketing
Virality is a vanity metric; pivot to KPIs tied to ROI to maximize your content marketing campaigns.
One of the main goals of your content should be to guide your buyers through the conversion funnel. Views and reach don’t mean anything without engagement, email signups, checkouts, and repeat visits.
Forty-five percent of marketers can’t map content to the buyer’s journey, and 47% struggle to measure results at all. Tracking your ROI drives faster and sustainable growth, as it allows you to optimize your content marketing efforts.
Turning Viral Moments into Strategic Wins
According to HubSpot, short-form video is the number one content marketing format. Marketers also state that short-form video offers the highest ROI over other formats.
Viral content delivers views and engagement in spikes; those short bursts can be transformed into lasting connections with your audience.
To maximize your virality’s potential, use lead magnets like free eBooks or newsletter signups. Engage your new prospects through retargeting, implement nurturing campaigns through ongoing communication, and add value over time.
Strategic Content Marketing Drives Growth
Viral content hits can feel exhilarating, but they’re not a long-term solution to sustainable growth. Strategic content marketing helps scale your marketing efforts to achieve your desired marketing goals.
Partner with nDash to connect with elite content creators who craft content strategies built for long-term ROI, not just fleeting clicks.
About the author
Anup Sohanta is a freelance writer and poet who specializes in developing content and content strategies across multiple channels to drive engagement and positive growth. Check out his profile to learn more about what he can do for you today!