I’ve always been obsessed with viral marketing. It’s a dark art (like so many online practices) but when the pieces of the puzzle fall into place it can be a beautiful thing. And yes, that’s a journalist describing advertising as beautiful.

Odd as it might seem, I love virals. But before I tell you why, I need to clear up the definition of ‘viral’.

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It’s not a subscribers-only fact that trust has to be earned. In the corporate blogosphere establishing and nurturing trust between audience and brand is vital if companies hope to engage consumers and narrow the gap between “us and them”. Of course gaining trust is a tough nut to crack in corporate blogging, and can only be achieved via a sustained effort (we don’t implicitly trust someone we’ve only ever had a dialogue with a few times), fueled by interesting and credible articles that offer an open side-door into what makes a company tick, and dare I say lay bare a some part of its soul. This can be distilled simply as continual quality.

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