We are time poor and our attention span hoovers (not-so-shockingly) around 8 seconds- the same as a goldfish.
Social media has become our endless news-source, personal messaging tool and marketing megaphone and mobile is our tool of choice:
90% of adults are always within three metres of their smartphone, unlock it about 110 times per day and spend about 5 hours on their phone (mostly on social) per day.
In a world where content is in hyper-drive with 500 million tweets, 4.3 billion Facebook messages and 500 million hours of YouTube footage sent, posted and uploaded, we want and desperately need content to work harder. By “work harder” I mean be clear, concise and engaging.
Nearly $120 billion will be spent on digital marketing and ironically, 30% of all internet users will ad block by 2018. Of the online traffic, bots now make up 60% of that traffic further reducing the “impact” of content produced. Clearly, brands are struggling with cut-through.
How to create content that will register with your audience
Storytelling is part of the human condition. It’s how humans have communicated for thousands of years and emotions have driven the most successful stories to folklore status and even transcended time and cultures. The aspect of captivation from the art of storytelling should not automatically disappear when it comes to the digital age and nor should it evaporate when it comes to our social media strategies.
Social media has the power to galvanise people, create movements and transfer knowledge.
Behave like a publisher:
In the quest for creating interesting content, brands need to adapt and behave like publishers- by this we mean think hard about the user experience, create great assets (not adverts) and create alluring content people actually will enjoy. Don’t just give journalists your annual report or press releases, give them great quality assets such as infographics, statistics, images and quotes. To avoid wasting resources and time, repurpose videos, design and text and tailor them to each platform to maximise the user experience.
Three types of content:
There should be a mix of three types of content on your social channels: light, medium and heavyweight content. Lightweight content is served at speed to match consumer habits on social media but also aim to try and engage on a deeper level. Medium weight content is the hard-to-hit sweet spot. It’s not usually well-served as it’s a balance of dishing out high-quality assets at a high cadence. Done properly it can bring the brand’s purpose to life, transfer valuable knowledge and create connective tissue by answering peoples’ questions and engaging influencers at a global scale. To win the hearts and minds of your target audience, content should stand toe-to-toe with traditional media buyers in B2B experiences in that it should offer insight and information.
Interesting and relevant content, delivered at the right moments will do most of the heavy lifting in generating engagement and ROI.