The ROI of Trust: Why It’s the Most Underrated Metric

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Stop Chasing Virality: Build a Brand That Outlives the Algorithm

The ROI of Trust: Why It's the Most Underrated Metric

Let’s get one thing straight: if your marketing strategy is “go viral,” you might as well be playing darts blindfolded in a hurricane. Sure, you might hit the bullseye once, but odds are you’ll just poke someone’s eye out and get banned from the bar.

Virality is not a strategy. It’s a side effect. A symptom. Like sneezing when you look at the sun. It’s unpredictable, unsustainable, and frankly, a little desperate. And yet, every week, some poor soul in a marketing meeting says, “Let’s make a viral video!” as if it’s a button you can press between coffee and lunch.

The Problem with the Virality Obsession

Chasing virality is like trying to win the lottery to fund your retirement. It’s a gamble, not a plan. And in the meantime, your brand is starving for consistency, clarity, and actual customer connection.

Here’s what happens when you build your marketing around virality:

You create content that’s trendy, not timeless
You attract attention, not loyalty
You optimize for clicks, not conversions
You burn out your team trying to out-meme TikTok teens

And worst of all? You become forgettable. Because the internet has the attention span of a goldfish on Red Bull.

Truth Bomb:

“If your brand disappears tomorrow and no one notices, you didn’t build a brand—you built a moment.”

So What Should You Do Instead?

Glad you asked, hypothetical reader with excellent taste. You build a brand that outlives the algorithm. One that doesn’t need to go viral because it’s already vital. One that earns attention instead of begging for it.

1. Nail Your Brand Positioning (No, Really)

Positioning isn’t just a slide in your pitch deck. It’s the foundation of everything. If your brand can’t answer “Why us?” in a way that makes your audience say “Hell yes,” you’ve got work to do.

Use the classic “Only We” framework:

Only we [do this thing]
For [this specific audience]
In a way that [creates this unique value]

Example: “Only we help B2B SaaS companies turn boring product demos into Netflix-worthy content that actually converts.”

Now that’s a brand I’d swipe right on.

2. Build a Content Engine, Not a Content Lottery

Instead of throwing spaghetti at the algorithm and praying it sticks, build a content engine that compounds over time. Think SEO, email, podcasts, long-form thought leadership—stuff that keeps working while you sleep (or binge-watch Succession).

Here’s a simple framework:

Core Content: Weekly blog, podcast, or video series
Micro Content: Chop it up for social (LinkedIn, Twitter, TikTok if you’re feeling spicy)
Distribution: Email list, community, partnerships, paid retargeting

Repeat. Refine. Reap the rewards.

3. Be Consistently Interesting, Not Occasionally Viral

Consistency beats intensity. You don’t need to be the loudest voice in the room—you need to be the one people trust to show up with value, week after week.

Think of your brand like a great TV show. You don’t need every episode to be a blockbuster. You just need people to keep tuning in. (Looking at you, season 4 of The Office.)

4. Measure What Matters (Spoiler: It’s Not Likes)

Vanity metrics are like cotton candy—sweet, fluffy, and ultimately empty. Instead, track metrics that tie to business outcomes:

Leads generated
Customer acquisition cost (CAC)
Customer lifetime value (LTV)
Brand recall and sentiment
Revenue influenced by marketing

If your CEO asks what marketing is doing and your answer is “We got 10,000 likes on a cat meme,” you’re one board meeting away from a LinkedIn post that starts with “After much reflection, I’m excited to explore new opportunities…”

Case Study: The Brand That Didn’t Go Viral—And Won

Let’s talk about Basecamp. No viral stunts. No TikTok dances. Just consistent, opinionated content, a clear brand voice, and a product that solves a real problem. They’ve built a loyal following, a profitable business, and a brand that people trust. All without chasing trends like a golden retriever after a squirrel.

Or take Ahrefs. Their blog and YouTube channel are masterclasses in content that educates, entertains, and converts. No gimmicks. Just value. And they’re raking in millions in ARR without a single “Let’s go viral!” brainstorm.

The Bottom Line

Virality is a sugar high. Brand is a balanced meal. One gives you a spike. The other gives you strength.

If you want to build something that lasts—something that customers remember, recommend, and return to—stop chasing the algorithm and start building actual value.

Because at the end of the day, the brands that win aren’t the ones who shout the loudest. They’re the ones who speak the clearest,