Viral Doesn’t Equal Valuable

Let’s get something straight: “Going viral” isn’t a solid content marketing strategy.

It’s a lottery ticket.

Sure—it’s fun to fantasize about that one post blowing up.

But you know what’s better than 100,000 likes from random people who’ll never buy from you?

→ 100 buyers who trust you.
→ 10 clients who refer you.
→ 1 audience who actually cares.

Why Chasing Viral is a Losing Game

Most businesses try to go viral for the wrong reasons:

→ To look popular.
→ To prove they’re “good” at social.
→ To make their competitors jealous.

But “viral” doesn’t mean:
→ Loyal customers
→ Repeat buyers
→ Brand trust

It often means:
→ A spike in vanity metrics
→ A flood of unqualified leads
→ A hangover when you can’t replicate it

If your marketing plan is just “hope it goes viral,” you don’t have a plan.

The Alternative? Be Useful.

Stop chasing hype. Start delivering value.

Because when your content is useful, you don’t need it to go viral.

It works quietly, consistently, and predictably:
→ Attracts the right people.
→ Solves real problems.
→ Builds trust.
→ Converts over time.

How to Build a Content Marketing Strategy That’s Actually Useful

Let’s ditch the dopamine hits and build something sustainable.

1. Understand Your Audience’s Real Problems

Forget vague demographics.

→ What are they struggling with today?
→ What do they wish someone would just explain?
→ What keeps them up at night?

Useful content answers real questions.

2. Teach Them Something They Can Use

Not just “inspire” them with vibes.

→ Show them how.
→ Break it down.
→ Make it actionable.

Your brand should be the “friend who always has the best advice.”

3. Stop Hiding the Good Stuff

Gatekeeping doesn’t build trust.

If you’re afraid of giving too much away, ask yourself:

→ Are you selling a product?
→ Or selling the illusion you know what you’re doing?

The best brands prove they’re experts up front.

4. Prioritize Quality Over Volume

You don’t need 30 posts a week.

You need the right posts.

→ Thoughtful.
→ Targeted.
→ Well-written.
→ On-brand.

A single useful post can outperform 50 filler ones.

5. Play the Long Game

Viral is a sprint.

Content marketing is a marathon.

→ It compounds.
→ It builds authority.
→ It attracts your ideal audience over time.

Real strategy doesn’t panic when something doesn’t “blow up.”

Being Useful Never Goes Out of Style

Look—I’m not saying don’t have fun.

→ Use trends when they fit.
→ Experiment with formats.
→ Be creative.

But make sure it’s in service of value, not just views.

Your audience doesn’t need more noise.

They need what you uniquely know.

Want more? Check out Backlinko’s content strategy guide for deep-dive inspiration.

If you’re ready to build a content marketing strategy that actually works, let’s talk.