How to plan content to make it viral?

How to plan content to make it viral?

  • Take help from Google

The everlasting empty phrase “content is king in online marketing ” has now also arrived in practice. Thanks to Google’s updates and prominent pioneers that social media marketing is growing under the common umbrella of inbound marketing .

The focus of every inbound marketing strategy is the content. It forms the basis for successful seeding and further dissemination. If mistakes are made during planning and creation, success will not be achieved.

During the planning process, marketers should therefore deal intensively with the target groups, goals and the motivation of sharing. The basics of word-of-mouth and viral marketing should also be known.

What are your goals?

At the beginning it is important to define goals. What do you want to achieve with the content marketing campaign ? Here are some examples:

  • Backlinks
  • Reputation, image branding
  • Dissemination via social media / Word of Mouth
  • Build engagement / relationships
  • Attention / visitor
  • Market positioning
  • Who do you want to target?

A basic distinction must be made between the person who is supposed to carry out the desired action with the person for whom the content is intended. The two goals do not always have to have the same motivations.

If it is primarily about backlinks, the focus should always be on the entities. If it is primarily about creating an image or building a reputation and positioning yourself in the market, the balance between consumers and agents should be right.

Since the target group usually has these motivations:

  • Doing something good for others
  • Presenting valuable and entertaining content to others
  • Build and maintain relationships with new people
  • Want to be the first
  • Support ideas, brands and movements
  • Target group based on self-motivation

If you assign the different target groups to certain types of people according to their self-motivation for sharing, the groups will divide into following categories according to the results.

  • Career maker
  • People who particularly value feedback from others
  • Interconnects
  • Selector

Target groups according to degree of networking and influence

The degree of networking and influence play a crucial role in successful inbound marketing campaigns. The more connected an influencer is, the more reach it will generate. The greater the influence of an influencer, the greater the trust in the content and the better the seeding success rate.

According to the degree of networking and influence, influencers are divided into following categories:

  • Mediators

are people with a high degree of networking. These are, for example, celebrities, and moderators. This group also includes very communicative people with many contacts in their private and professional environment. Marketers can deliver exclusive previews to social hubs before the content is published to increase interest.

  • Expert hubs  

are people who have a great influence due to their expert status. Trust in these people plays a major role here. These include geeks, innovators, teachers and other early adopters as well as people with a high level of trust. These people are especially important for very expensive or complex issues, products or services in order to create trust. Expert hubs can involve marketers in the development process as early as the content planning phase.

  • Bloggers

journalists and teachers such as university professors are particularly an interesting target group. They are often social hubs, expert hubs and link providers rolled into one.

Relationship between goals, target groups and emotions

The combination of the above-mentioned groups is difficult. The target groups who are self-motivated and the target groups divided according to their degree of network and expertise is difficult to differentiate.

A “connector” is in most cases a person with a high degree of networking, i.e. a mediator or is a social hub. People with job careers can, but it is not a compulsion for them to be strongly networked. The influence cannot therefore be clearly assigned to specific self-motivation.

Altruists are the people who are always ready to help other. They also have a very strong need to help and to clarify grievances. The quality of altruists is that their commitment levels are great.

When defining target groups, the focus should be on the degree of networking and influence. As already mentioned, bloggers, journalists and teachers are a very interesting target group, as they can create trust as well as generate links and social buzz. To add value to their posts, bloggers often refer to further articles. The same applies to journalists.


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