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Home » OMN London Blog

Guest post: The secret of viral content marketing

Submitted by on December 13, 2012 – 12:47 pm One Comment |

Today’s guest post is from Alex Clifford who’s working for a particularly interesting content marketing focused startup called Virally. Enjoy

Going viral. I’ve got your pulse racing already. It’s something that excites every marketer! But how do you make content marketing viral? How do you spread your white paper to everyone in an industry? How do you get your guide to a stage where everyone is devouring it?

Your content needs to be more social

Most content doesn’t go as far as it deserves to. Writing a “killer” report is great. Creating an amazing white-paper is, well, amazing.

But if it’s not shared on social networks, it’s like shouting in an empty building. It’s like ordering a hog roast for you and one mate. It’s like buying a painting for a dusty cupboard. It’s wasted.

To get the maximum ROI from content marketing, you need the maximum audience. Creating great content is important, but distributing is even more essential.

People spend time on Facebook, Twitter and LinkedIn. They’re reading the status updates of their friends, colleagues and contacts. They’re not regularly browsing the darkest depths of your website. They’re not finding your content.

As a marketer, your content needs to be more social. Your content needs to reach everyone it should. Otherwise you’re missing out on bucket-loads of leads, enquiries and sales. Fact.

Content marketing + Social Networks = Viral content marketing

At Virally, we believe the key to viral content marketing is social networks. You don’t need me to tell you how explosive Facebook, Twitter and LinkedIn are. Share, share, share, and before you know it, everyone has read something.

People in similar industries are connected. They pass on helpful information. When people use social networks to share your content, it gains a viral reach.

Social CRM – where content marketing, social networks and sales meet

Many people have talked about ‘social CRM’. But what does it actually mean?

We believe social CRM means knowing more about your network. Who are their connections? Where can you deliver value to those connections? Who are the key influencers? Could you engage more with them?

It’s the overlap between content marketing, social networks and sales. It’s about spotting where you can deliver value to your contacts. Social CRM is about offering valuable content at the right time, and ultimately making more sales with this intelligence.

What does Virally do?

Virally generates leads. It’s an app that replaces your traditional webforms. It’s like swapping a Ford for a Ferrari.

It lowers the barriers for visitors on your landing pages. Instead of long forms, they get a social login with Facebook, Twitter or LinkedIn.

With this alone, conversion rates have been more than double the industry average. Imagine if you had twice as many people downloading your whitepaper, instantly?

On downloading your content, your visitors can post it to their social networks. Your content will be spread through status updates. Immediately, your content gains a viral coefficient.

You’ll also get deeper insights into your leads. You’ll have more data on them, because they log in with their social network accounts. You’ll learn who the key influencers are in your network. You can find out what matters to them, and provide great content when they need it most.

Your content deserves to go viral

Creating content is hard work. Time. Money. Resources. You know how important it is to create great content.

But distributing your content is even more important! And it’s neglected. Marketers bury their content on their company websites, when it should be where the people are: on social networks. The silly thing is, it’s easy to remedy.

If you’ve put in the effort to create great content, it deserves to reach as many people as possible. Your content deserves to go viral.

Alex Clifford is Content Marketing Executive at Virally.

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