Decode What They’re Really Asking For
When executives demand viral content, it often signals a deeper desire: they want engagement, brand visibility, and, ultimately, growth. Viral content is seen as a shortcut to these goals. However, chasing virality without a clear strategy can lead to wasted resources and missed opportunities.
Ask yourself: What metrics are they really interested in? Is it traffic, impressions, or leads? Understanding this will help you steer the conversation toward more actionable objectives.
How to Reset the Conversation
When faced with a request for viral content, it’s essential to redirect the conversation. Here’s a step-by-step approach:
- Listen First: Acknowledge their request. This shows respect and opens the door for discussion.
- Ask Questions: Probe deeper into their motivations. Questions like “What specific outcomes are you hoping for?” can reveal more about their goals.
- Share Insights: Offer data or case studies that highlight the unpredictability of viral content. Explain how many factors influence virality, most of which are outside of our control.
- Pivot to Strategy: Suggest a focus on a well-defined content strategy that aligns with business objectives. This can be more effective than simply aiming for virality.
A Simple Framework to Propose Instead
Instead of chasing virality, propose a structured framework that emphasizes consistency and quality. Here’s a three-step model you can present:
1. Define Your Audience
Start by identifying your target audience. Create detailed personas based on demographics, interests, and pain points. This ensures your content connects with the right people.
2. Set Clear Objectives
Establish specific, measurable goals for your content. These could include:
- Increasing website traffic by X%
- Generating X number of leads
- Improving engagement rates on social media
3. Develop a Content Calendar
Plan your content over the next 3-6 months. This should include a mix of formats (blogs, videos, infographics) that cater to your audience’s preferences. Regularly scheduled content builds anticipation and keeps your brand top-of-mind.
Scripts and Slides They Can Reuse
To help facilitate these discussions, here are some scripts and slide ideas you can use:
Sample Script for Initial Meeting
“Thank you for bringing up the idea of creating viral content. I understand that the goal is to increase our visibility and engagement. Can we take a moment to discuss what specific outcomes you envision from this approach?”
Slide Ideas for Presentation
- Slide 1: Title – “Understanding Virality: The Myths and Realities”
- Slide 2: Data on Content Performance – Show examples of past content that performed well and why.
- Slide 3: Proposed Framework – Outline the three-step model mentioned earlier.
- Slide 4: Case Studies – Provide examples of brands that succeeded through strategic content, not just viral hits.
Conclusion
When leadership seeks viral content, it’s a chance for you to lead with strategy. By decoding their request, resetting the conversation, and proposing a structured framework, you can align their goals with actionable marketing strategies. This approach not only addresses their immediate concerns but also sets a foundation for sustainable growth.