Why Video Content Continuity Trumps Virality

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“In your content marketing plan, are you trying to be the next Flock of Seagulls?

Last March, after the “Kony 2012” documentary generated 70 million views in one week, the marketing community rushed to add a “Kony” to their marketing plans. If aviral video could raise awareness of a Ugandan warlord, they reasoned, maybe it could raise awareness of term life insurance, cloud-computing services, or accounting software.

Some marketers talk about “virality” as part of their game plan, as predictable as magazine circulation or a sample count for an event. What marketers forget is that no one can create a viral video, viral article, or viral image. We can only create quality content that may or may not spread virally.” More>>>

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