Why does your content fail to go viral?
Something's wrong. You believe that you've just come up with an outstanding writing piece, but it simply isn't working. Unless, you're helplessly and uncritically in love with your own writing, there should be at least a handful of reasons why your content fails to go viral:
Reason #1 - You failed to hit the right emotion button
You're writing on a machine and share your content with the help of machines, but at the end of the long writing day, human beings are supposed to read your content. It's true that most of the people will inevitably ask themselves, is this article or post worthy of my time. However, it's even more important to provide them with an answer why is your writing important for them. Why should they care about what you write? Why do you care in the first place? You aren't going to change or save the whole world, but at least you should make people care about your content. Even a negative reaction is a better alternative compared to the loud silence of people keep ignoring your content.
Reason #2 - Was your writing worth sharing?
If your plan is to have just one reader, then write a letter or an email. When we talk about content, we're already imagining a large audience. So, you're probably imagining an ideal reader in your head while you're writing. It's understandable that you're doing your best to reach your target group. However, you shouldn't forget that your writing has to become an easily consumable and shareable "product." Try to walk in your reader's shoes for a moment. What it takes for a content to be worthy of sharing according to your own criteria? If it works for you, it will probably work for your readers, as well.
Reason #3 - What about right timing?
Choosing the right timing for your content publishing and sharing is a true science. There's no golden rule here. I've tried everything and anything, but I still can't say for sure that you should avoid weekends and focus on Mondays, or that you need to be extra careful about time zone differences. Try to guess what most of the guys from your target group prefer in terms of timing and hope for the best.
Reason #4 - Letters aren't all that matters
I couldn't believe myself what a cheerful play with fonts and colors can do for your content. If you miss devoting a little bit of your time for the proper design, you're very likely to miss the viral train. You should be careful not to turn your writing piece into a postcard. Yet, a little bit of experimenting with design, colors, fonts, and other eye-catching details won't hurt anybody. Very often, a small seemingly trivial detail determines whether or not your content will be privileged with a chance of mind blowing sharing.
Reason #5 - Have you ensured proper distribution channels?
Learn from my bitter experience. I remember how frustrated I was because my LinkedIn articles failed to cause the wildfire sharing effect. What went wrong? With less than a hundred connections, I had to nerve to complain why my state-of-the-art writing fails to be noticed over and over again. My math was, I know a hundred people who know hundred more each. If they like, they will share, they will recommend. This was a theory. The real-life of viral shares can be quite different and merciless. Unless you don't have an impressive network of literally thousands of people, I don't recommend you to start a viral fight.
A handful of reasons, that's all?
That's all folks for this round. Every marketer should know his reasons for failing to catch the viral wave. Don't be too ashamed or too proud to share them with your fellow marketers and writers. We should learn from our own mistakes. How hard could it be?
Reason #1 - You failed to hit the right emotion button
You're writing on a machine and share your content with the help of machines, but at the end of the long writing day, human beings are supposed to read your content. It's true that most of the people will inevitably ask themselves, is this article or post worthy of my time. However, it's even more important to provide them with an answer why is your writing important for them. Why should they care about what you write? Why do you care in the first place? You aren't going to change or save the whole world, but at least you should make people care about your content. Even a negative reaction is a better alternative compared to the loud silence of people keep ignoring your content.
Reason #2 - Was your writing worth sharing?
If your plan is to have just one reader, then write a letter or an email. When we talk about content, we're already imagining a large audience. So, you're probably imagining an ideal reader in your head while you're writing. It's understandable that you're doing your best to reach your target group. However, you shouldn't forget that your writing has to become an easily consumable and shareable "product." Try to walk in your reader's shoes for a moment. What it takes for a content to be worthy of sharing according to your own criteria? If it works for you, it will probably work for your readers, as well.
Reason #3 - What about right timing?
Choosing the right timing for your content publishing and sharing is a true science. There's no golden rule here. I've tried everything and anything, but I still can't say for sure that you should avoid weekends and focus on Mondays, or that you need to be extra careful about time zone differences. Try to guess what most of the guys from your target group prefer in terms of timing and hope for the best.
Reason #4 - Letters aren't all that matters
I couldn't believe myself what a cheerful play with fonts and colors can do for your content. If you miss devoting a little bit of your time for the proper design, you're very likely to miss the viral train. You should be careful not to turn your writing piece into a postcard. Yet, a little bit of experimenting with design, colors, fonts, and other eye-catching details won't hurt anybody. Very often, a small seemingly trivial detail determines whether or not your content will be privileged with a chance of mind blowing sharing.
Reason #5 - Have you ensured proper distribution channels?
Learn from my bitter experience. I remember how frustrated I was because my LinkedIn articles failed to cause the wildfire sharing effect. What went wrong? With less than a hundred connections, I had to nerve to complain why my state-of-the-art writing fails to be noticed over and over again. My math was, I know a hundred people who know hundred more each. If they like, they will share, they will recommend. This was a theory. The real-life of viral shares can be quite different and merciless. Unless you don't have an impressive network of literally thousands of people, I don't recommend you to start a viral fight.
A handful of reasons, that's all?
That's all folks for this round. Every marketer should know his reasons for failing to catch the viral wave. Don't be too ashamed or too proud to share them with your fellow marketers and writers. We should learn from our own mistakes. How hard could it be?
Aspiring copywriters: if you need 1:1 advice from an experienced copy chief, head over to my Phone a Friend page.