How To Train Your Content Creators To Create Viral Content in 2021

Yes, it is possible to train your content creators to create viral content.

If you’re creating content right now but not getting the numbers you’re looking for we know exactly what’s wrong.

• You don’t know the customer’s avatar well enough

• You don’t create content for the right parts of the customer’s value journey

DigitalMarketer CEO Erin MacPherson knows what it takes to drive traffic and conversions with virality on her resume. Let’s take a step back first, even if it’s just starting with the content.

First, we need to know who your content is for.

That’s why we make sure we create the right content based on where your customers read it and where your customers like it.

Finally, we can train content creators to create viral content.

As much as you’d like to know how to make your content viral, it’s not a good idea.

We know it’s tempting to jump straight to the last part of this article but trust us. You’ll save time, money, and resources by making sure your content is worth going viral by following these first two steps first.

Who is making your content viral?

The goal is for your content to go viral with the customer’s avatar, which means it must be created to serve you. During Erin’s seminar, explain that the first part of your content strategy should be knowing who your customer is.

And that can take a while. It can take a whole day to sit around the table with your team and process the customer’s avatar data. We use the customer avatar worksheet to learn as much information about the customer avatar as possible.

We want our content to be more relevant to them than any competition, and we do this by getting to know them better.

Did you notice how we said the challenges our customers face and the problems we solve? This is just the tip of the iceberg. We also need to know:

• What are your weaknesses?

• What are your values?

• What are your goals?

• Why are they against buying our products?

• Can they decide to buy our products or do they need to get someone else’s approval first?

• What books have you read that we can refer to in our content?

• What podcasts can we cite that I know of?

• Who inspired them?

So let’s learn more about it. We want to turn the client’s avatar spreadsheet into a real person. let’s just call it. Let’s see if they are single or single, where they live, where they are, how much they earn, and more.

We don’t take knowledge of the customer’s avatar lightly. And you shouldn’t be either. Knowing who our customer’s avatar is can create content that they actually like (and drive conversions).

The key to the success you seek is to create specific types of content in certain parts of the customer’s value path. We explain.

Do you find them where they shop?

We use the Customer Avatar Worksheet to understand who our customer is, in details that remind us that they are real people. This means that our relationship with them should grow like a normal relationship. We don’t want to ask an avatar who found our blog to immediately buy our most expensive product. We want to help them get to know each other, be with us, and trust us enough to decide the future, and not scare them by asking something so big at the beginning of our relationship.

For this, we use the Customer Value Journey. CVJ helps us understand what content we need to create at specific points during the purchase. Someone who has just heard about our brand should see different content than someone who has already bought our products and become a brand ambassador.

The customer value journey is an 8-step journey in which customers learn about your brand and eventually become raving fans when they promote it.

Content to make customers’ avatars aware of your brand:

This content is created to make people aware of your business or initiative. In general, you regularly want to post a large amount of content to get as many potential customers as possible. Choose TWO online spaces where you can create content when you start, based on where your client’s avatar time is spent. For example, choose to create content for Twitter and Instagram, and then add more spaces as needed.

Examples of this content are:

• Instagram stories

• Facebook meme

• Short blog post

• Funny messages or videos

Content to “link” the customer avatar to your brand:

This is content created specifically to engage your audience with your brand. It’s deeper than the content you saw in the CVJ awareness phase or offers more value (like a contest or gift).

Examples of this content are:

• Long articles

• Video

• Infographics

• Matches

• gifts

The content you have subscribed to in your audience:

This content encourages your audience to share their email address with you to register and get more information. The purpose of this content is to make your audience think, “Wow, I can not believe I won for nothing.”

Examples of this content are:

• Lead magnet

• Tools

• Discount code

• Case studies

• Monsters

• Whitelist

Content to convert subscribers to customers:

This type of content has one purpose: to convert. Sales pages also count as this type of content because it leads to conversions. This content should be more detailed about your product and what you do as a business and show subscribers what to expect when they become customers.

Examples of this content are:

• Viewbook

• Calculator

• Comparison page for sales

• Webinar

Content to “inspire” customers:

The enthusiasm phase of CVJ is aimed at getting your customers excited before moving on to the next phase. The goal is to create enthusiasm for what it’s like to be your customer so that when you show them the next phase of the content, they’ll be ready to buy from you again.

Examples of this content are:

• Challenges

• Public video

• Mini warehouse

Content that ‘rises’ to buy more or more products:

At this stage of the CVJ, you move from time to time from small buyers or product buyers to returning or larger buyers. This is when you really strengthen your relationship with these customers and want your content to be really impressive.

Examples of this content are:

• Case studies

• Free trials

Content that motivates them to ‘plead’ for your brand:

The purpose of this content is to make your customers happy to share their enthusiasm. At this point, you want to make them even happier with the experience they have gained from your business.

Examples of this content are:

• Surprise and pleasure

• Upsells

• Extra time for a free trial

Erin suggests researching customer value for at least a day and determining where your content fits. After that, you are finally ready to create viral content (and engage your team). In this way, you train content creators to create viral content.

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