I know. I know. I know.
“Viral” is an actual term people use to describe wildly popular content that has spread across a variety of distribution channels, landing in our Twitter feeds, Apple News updates, text messages, and emails from Uncle Sue.
But I still don’t like the word.
When “going viral” is a goal for a piece of content, it puts me a little on edge.
Viral content may feed your ego, but it doesn’t necessarily feed your business.
Business success without “going viral”
I understand it’s frustrating if no one knows about your products or services.
That’s why you want a lot of people to see your work.
One article or podcast episode or video is not going to change everything.
Many smart content moves have nothing to do with a piece of content “going viral” and don’t depend on a massive amount of views.
So, stop putting pressure on yourself. “Viral” doesn’t need to be your goal.
Let’s talk about what you can do right now to initiate new relationships with the customers and collaborators who will help build your business.
1. Ask for comments and suggestions
I always talk about crafting a thoughtful presentation, but individual pieces of content are not definitive articles on a topic — nor should they be.
While you want to thoroughly express your message, an exhaustive guide that tries to tackle the subject from every angle is tedious to read.
It’s also futile — there’s always going to be some other point of view you didn’t consider.
Instead, publish your useful material and invite your audience to contribute their thoughts.
Readers, viewers, and listeners who become personally invested in your content are the ones who stick around and want to hear more from you over time.
2. Spark new social media conversations
When you optimize your content for social media sites, you don’t just…