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For viral marketing to work, you need content that really gets people talking - so much so that they want to pass a link to your content on to their friends and associates, creating huge additional traffic for your site.  The content you add to your site can be anything that is appealing within your industry or topic.  Sometimes known as "link bait" this type of content has to generate "buzz" to get people talking.  A funny video demonstrating some aspect of your business, posted to YouTube with a link to your site is a great place to start.  How about a visitor poll (with results), or a special report with information that your visitors can only get by visiting your site?   The sky is the limit in terms of what type of content you add; as long as it's "buzz-worthy" you'll get people talking, and visiting your site as a result.