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Can you really make B2B content go viral?

I’ve sat in meetings with marketing managers or directors, and in my previous life, with newspaper editors and executives, all of who have wanted to make a piece of content ‘go viral’.

But they’re looking through the wrong end of the telescope.

Making good B2B content that is sharable should be what we all strive for. But however brilliant your content is, it is ultimately the audience who makes it viral.

This means it has to communicate your message, but offer something that people want to share. Is it funny? Is it amazing? Does it have that something that makes people want to engage with it, and then encourage their friends to do the same?

Look at this example by Corning. They make glass. So far, so yawn. But their video tells us about the future of glass, what it could do. As you brush your teeth, you can read your emails in the bathroom mirror, and when you go to bed, your bedroom windows darken until slowly becoming more transparent as dawn rises and wakes you with natural light.

 

 

This has been watched more than 25 million times. People watched, many of who hadn’t even heard of the company, because it had a wow factor, a peek into a not-too-distant future, when it was made in 2011. Now, some of the things in the video, like touch sensitive screens, have become indispensable to our daily lives.

Corning made a slick piece of content, but it was the shareability factor that made it go viral.

What people do with your content is out of your hands, but if you provide something compelling, that they want to share with their friends and family, you’ve written your viral prescription.

 

7 Tips for B2B Marketing China

Brandigo created a range of story-telling assets that included video, supporting client stories, graphics and icons and ultimately a new website and presentation to create the new brand experiences."

- Max Mustermann

Director at GE Healthcare

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