Search Engine Land’s Jordan Kasteler wrote on Tuesday that making content easy to share over the web is critical to it becoming viral.
Whether it’s an article written as part of a content marketing campaign or a video, Kasteler believes removing as many steps as possible required to share a link will improve the chances of it becoming viral.
Even for those that don’t necessarily reach enough people to receive the viral distinction, sharing widgets that allow for easy posting to social media websites and content aggregators are generally a good idea.
Beyond social media widgets, making the piece easy to email with a button will help maximize its visibility.
However, social media marketing pushes are not enough. Any content must be compelling and demonstrate the value of a service while also providing information. Essentially, it must give the prospect a reason to convert and share the information with colleagues.
Part of demonstrating value is customizing content to a specific audience. Targeting young professionals, for example, is different from appealing to Baby Boomers. Brafton reported last week that all demographics are using social media more. However, a separate report found that prospects are unlikely to convert unless content is written and presented in a way they find appealing. Targeting multiple demographics will only succeed if content is designed uniquely for each group.