You need a content strategy…

I really like this new video from tfl as part of the cycling safety campaign (hat tip to RubbishCorp).

It got me think about viral content.

I don’t like the word viral. People use it too frequently and have turned it into a commodity – like “oh, we’ll do a viral”. It’s just regarded as another marketing channel for many, like press ads or tv - and that’s why so many attempts fail.

Because the word “viral” describes what happens, not what the “thing” is. The “thing” is content. Not just any content. Really, really good content. Targeted the right audience. Content so good that if you don’t send it on to your mates you might just literally explode.

Ok, the last part might be an exageration, but you get my point.

Content is king. And not just in terms of “viral” – but throughout the internet. That’s why it is far better for marketers to spend their time developing content strategies for digital spaces, rather than channel strategies. We should be asking “what stories can I tell”, “what stories are going to resonate with my target audience”, “how can I tell those stories in a way that’s going to add value to my relationship with that audience”?

Only then, after finding and developing those stories should we be asking how we can disseminate it to and through our target audience.

And this is where I think that marketers are missing a trick. I think there’s a perception that you create a viral, press send, and then it’s a sensation. If you’re properly following a content-driven strategy then should be looking to leverage all of your online and offline relationships with that content: Seeding it; Using it on social networks; Turning it into banners; Using it to enhance on-going dialogue with people in digital spaces. This massively amplifies what you’re doing, gets more value out of your investment in content, and gives you more chance of developing a viral effect for your message.

Your success will depend almost entirely on how good your content is so invest your resources there.