Is Great Content Really King?
Planning and creating the next piece of content that goes viral is simple. Getting it actually go viral is a different story altogether. You can have the greatest piece of content in the entire world but if it is not put into the correct distribution channels, then it will never see the light of day. The same could be said of a bad piece of content. You can throw all the money in the world at it, but money will not improve engagement. The takeaway from this is simple: great content must also be paired with excellent distribution methods for optimal content marketing success. Here’s the perfect example.
Jeff Goldblum and General Electric
In the fourth quarter of 2014, General Electric released a video which starred the infamous Jeff Goldblum. The video was shedding light on a new light bulb product that transforms the ordinary into extraordinary. The video itself is much more than clever. It is comedic, witty and appeals to the masses.
The video was an overnight Youtube sensation gathering just over 650,000 views in less than 48 hours. General Electric has come forth stating that they spent absolutely nothing to promote this video. You read that correctly. This piece of content had what it takes to create a life of its own. It quickly went viral, and the rest is history. This is the perfect example of what happens when great content teams up with excellent distribution.
Youtube views aside, was this video a product pushing success? A quick look at the website selling the light bulb showed the real star of the video was “out of stock.” That’s right, this video produced so much demand that General Electric could not keep up with the demand.
General Electric marketing directors have also come forth saying that this success was unexpected, and most likely a fluke. A fluke that was welcomed with open arms to say the least.
Content Is Not King!
It is easy to see how content creation must now “share the crown” with distribution strategy. Things are much different now. Your wonderful piece of content be it a video, article or an image must also have excellent distribution in order to go viral!