Viral marketing or any other kind, however, begins with good content — viral content. The content
that’s spread virally by social networking doesn’t have to be your only marketing. And in fact it will
be much more effective if the content isn’t “market-y” at all. Users are much more interested in content
that provides what they need at the time — real information — than in content that tries to sell
them something.
And that’s where viral content comes in. Social networking and social media optimization are covered
in depth in Chapter 18, but for now you should know that viral content should be written with the
medium of distribution in mind. If you plan to use blog tagging to distribute your content, then the
proper format for that content should be a blog post, written short and to the point, but including
useful information (that’s more than just a link to another blogger’s web site).
You can also include articles and news stories in viral content as long as you use the appropriate
social networking systems to distribute them. If you’ve ever seen an article with a button at the
bottom that says Digg This, you’ve seen the seed of viral content. Digg is a social networking site
that visitors can use to share information of interest.
The methods of SEO covered to this point are mostly based on SEO that has worked in the past. The
Internet, in true Internet fashion, is changing all the time. And the most recent shift has been toward
socially networked content systems. SEO for these types of content systems will require different
strategies than the content systems of the past. It’s something that you should start considering now.
Taking advantage of these social networking systems sooner, rather than later, will help you at least
keep up with the pack if not take the lead.

 

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