Don’t expect to create buzz around your brand if you’re not willing to get involved in a real long-term content strategy. While it may seem obvious, it’s a fact lost on many companies who expect marketing success by relying on gimmicky, trite campaigns rather than creating realistic, long-term budgets for content marketing.
Venture Beat recently explored the phenomenon in this article, which shows that companies who are the least involved in content marketing are the most challenged to produce engaging content. That, of course, is no coincidence. If you don’t commit the time and resources to your campaigns, the payoff will never come.
Venture Beat uses the example of the WestJet YouTube video, which recently went viral. Any company would relish this type of exposure – millions of views, a bevy of press coverage, and the greater brand awareness that results from all the exposure.
What many companies don’t realize is that WestJet’s video was not the result of a single effort. WestJet produces this kind of content regularly (they’ve got 240 videos on YouTube right now). None of it has worked as well as the last video. Going viral is not an exact science, and it’s impossible to tell exactly what is going to catch the attention of the masses. But increasing your odds with regular content is certainly the best practice.
If you want to go viral, you have to produce unpredictable content regularly. Be persistent and patient and one day, you may strike gold.