Going Viral Doesn’t Equal Content Marketing Success

by Denise Renee  - September 22, 2023

Are you already (or you’re planning on) creating content, writing books, or making videos to help you grow your influence and bring more attention to your personal or business brand?

Have you been consistent for a while and you’re wondering when your big break or viral moment will happen?

I hate to burst your bubble, but a viral moment may never occur. 😭

But that doesn’t mean you won’t be successful. Remember the story of the hare and the tortoise? Slow and steady always wins the race… particularly the content race.

It seems like today’s content creators and business owners are obsessed with going “viral.” Sure, a runaway video can bring eyeballs to a situation, but what will keep people coming back for more?

Prior to social media gaining popularity over the last 15 years, the quest was to be an “overnight” success.

But that’s not my obsession when it comes to my career, personal brand, content aspirations, or any aspect of my life. I’m after something that I think is much better than going viral.

I like to call it “Iceberg Success!”

If you’re wondering “WTF” is that,” it’s just something that I’m trying to make into “a thing.”

Well, not really!

Ok, just watch this quick video to see what I mean!

So my dorky terminology aside, my point is that I’d rather have sustainable success over what sprouts up this morning, but is no longer trending once I’ve pooped out my breakfast. 

Building my career, my brand, my relationships, and everything else worth having in my life takes time and dedication for me to build the foundation for it to rest on.

The secret to success in any aspect of life is that there is no secret. I can’t shortchange the process. If I try, the only one holding the short end of the stick in the end is me. However, whenever I commit to and embrace the process, I learn invaluable lessons that allow me to sustain the successes I accumulate.

Will there be moments when my preparation meets the right opportunity and the results give me a quantum leap forward? Absolutely. But there is no way for me to time that. I find that falling in love with the process of my pursuits keeps me from obsessing over how slowly or quickly I accomplish my goals and what everyone will think as a result.

Have I convinced you that the concept of “iceberg success” is a worthwhile pursuit or are you still hankering for viral success? Let me know your thoughts in the comments.

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Denise Renee

If it has to do with words plus marketing or branding, Denise Renee probably has experience writing it! Dive deeper into her story from the "About" page. Explore how she can assist you with your book, content, career or personal branding project from the "Home" page.

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