Mobile devices have paved the way for a pervasively multitasking world. Between social media updates, live video, and constant streams of exciting digital content, there’s heaps of temptation to look at a screen while we’re supposed to be doing something else.
In fact, we’re so easily distracted these days, that the average person checks their phone more than 1,500 times a week (there are a lot of cute dogs to get through). It will come as no surprise then, that our attention spans have shrunk to around just 8 seconds – that’s less than a goldfish.
Holding concentration in the digital world is no easy feat. So, when it comes to marketing, how can you effectively capture the attention of your audience? If you’re still paying attention, why not start by reading these three tips to help generate more clicks, shares, and most importantly, readers?
TL;DR: content needs to be skimmable, valuable, and authoritative to keep audiences engaged.
Those with short attention spans have very little time to digest the content you put in front of their eyes. 81% of people are skim-readers online, and through having a play around with formatting and layout, you can make it super easy for your audience to scan through your articles.
To see how some brands have put this into sweet, skimmable action, check out this article.
We all know that content creation is at the heart of a successful inbound strategy. It’s an integral part of growing brand awareness, attracting site visitors, and generating leads. That said, there’s little point in just pushing it out there and hoping for the best; you’ll need to create quality content that’s useful to your audience, to attract engagements, and shares.
There’s so much content out there, that the only way yours will grab the attention of your dream audience is through keeping them in mind at all times.
Thought leadership can be used as a handy tactic for generating content ideas that your audience can’t help but pay attention to. Line up a selection of organisations within your industry that you could potentially collaborate with in a way that is mutually beneficial, such as cross-promotion, guest posting, a social media takeover, or joint research.
It’s not difficult to include thought leadership into your content marketing strategy, a few simple steps will have you well on the way:
Thought leadership demonstrates that you know your stuff, and this will help reinforce that you’re a reputable and trustworthy source.
Content creation is showing no signs of slowing down, in fact, 70% of B2B marketers are planning to produce more content in 2017 compared to last year. While these creation numbers are on the up, engagement rates continue to slump, with more than half of all pageviews hitting less than a minute in length.
This may be attributed to a quantity over quality conundrum, or it could correspond to our ever-shrinking attention spans. The reader of today is likely skimming through your written content and picking out the stand-out bits, whilst simultaneously carrying out a tonne of other online (and offline) tasks.
As marketers, it’s important to factor the goldfish attention span into our strategies, and work out how we might defy it, without sacrificing the quality of our work.