It’s not such a radical idea to treat your content like the common cold. Your content has lots of viral potential, and your job is to make sure that it is virulent enough to take hold and spread throughout the communities where you want it to known. Whether it’s a clever video that sells the MP3, a catchy ad campaign that keeps your brand in mind, or a helpful article that drives content to your site, viral content is the first step toward promoting your product or service to users in a way that makes people want to share it with others.

However, just as a cold manifests itself differently in different people, so will different content resonate with multiple user groups. You need to be able to create content that is relevant to individuals. That could mean delivering product content of a particular size or color, or articles specific to an individual’s profile, or multiple permutations and combinations of content to engage and delight your audience.

Derek Olson, VP of Foraker Design, has discussed this emerging delivery of viral content, and explains why the ability to engage in viral marketing via intelligent content is a hallmark of a successful campaign. Olson presents The Anatomy of a Personalization System: Three Case Studies at Web Content 2009 Chicago.