As modern content marketers are well aware, in order to build relationships with new users and strengthen relationships with existing clients, we must tell a compelling story that motivates, rather than read a script to an uninterested audience about why a product is so amazing and “if you buy it, your life will be so much better”. If we’re being honest, our goal, as marketers in the heavily saturated social landscape, is to create content that is shared. Rapidly. Without cease. Once we get over the hill of understanding how to properly create successful content, the issue at hand is understanding the difference between viral content and shareable content and how the right mindset can drastically enhance or demolish your brand's content marketing strategy, and ultimately, impact the success of your business goals.
The first question at hand is; do you know the difference between viral content and shareable content? Both of these wildfire types of content share three main characteristics; timeliness, heavy disruption, and audience quality. Aside from these key qualities, viral and shareable content couldn't be any further from different in business behavior. Here is a guide to understanding the difference between the two and why a marketing strategy must be intentional about which path the goals for content marketing should take:
