What's a marketer to do? Here are our strategies for making sure you’re not just creating into the void, but are actually producing content that gets consumed and shared. Ask your audience what they want to read about. Experiment with social media polls and ask for engagement from your followers. Encourage your audience to engage with the poll to generate content ideas and more participation on social media, and see what ideas you come up with based on the results. Here are a few ideas: Write a guest post on another organization’s blog. There are a variety of different types of visual content that you can create to draw attention and promote greater readership, and our blog has a number of step-by-step guides to creating eye-catching infographics, videos, and more. Experiment with creating visual content to tell data-driven stories your audience will click, and hopefully share, too. Even better, help the reader understand how quickly they’ll be able to read a piece before they get started. Medium is one example of where you can publish different content to attract a broader audience.
The creation of mobile devices has made multitasking close to ubiquitous in the modern world. Between social media, live streaming, and digital news, it’s hard to imagine a time of day when we aren’t tempted to look at a screen while we’re doing something else at the same time.
Because of this phenomenon, it should come to no surprise that the average human attention span has fallen to just eight seconds — shorter than that of a goldfish.
What’s more, 59% of people share articles on Twitter without even reading them, and more than half of all pageviews are under a minute in length. It’s clear that people aren’t reading as much as they used to, and content creators need to adapt their strategy to that reality.
In this post, we’ll discuss strategies and resources marketers can use to create content that will generate clicks, shares, and most importantly, more readers.
The Current State of Content Marketing
Back in September, Content Marketing Institute (CMI) and MarketingProfs released their annual B2B content marketing survey results, revealing that 70% of respondents plan to produce more content in 2017 than in 2016. However, while content production continues to rise year over year, content engagement saw a 17% drop in 2016, according to TrackMaven.
This dip could be a reflection of decreased content quality, as proper planning and research tend to fall by the wayside when marketers ramp up their output. But it could also be attributed to that attention span shrinkage we mentioned earlier. After all, today’s readers are more likely to skim blogs, long-form written content, and podcasts rather than thoroughly consume them, according to data from HubSpot Research.
What’s a marketer to do? Let’s dive into our strategies for defying the goldfish attention span, without sacrificing the quality of your content.
How to Create Content That Gets Consumed
You already know that content creation is an integral part of the inbound marketing methodology. It attracts visitors to your blog, cultivates brand awareness, and helps you generate leads for your organization. But what about page views? Here are our strategies for making sure you’re not just creating into the void, but are actually producing content that gets consumed and shared.
Write quality content
We know, this one seems like a no brainer. But with 30% of marketers reporting that they don’t have clarity around what content marketing success looks like, it’s an important issue to stress.
It’s estimated that bad writing costs businesses close to $400 billion per year in inefficiency and productivity loss. And it could also be costing your organization if you’re generating content that isn’t driving any results. So before you start putting fingers to keyboard, implement a few processes to make sure you’re writing quality content that’s also useful to your audience.
Here are a few ideas:
- Validate your blog post ideas before writing them by doing industry and persona research and selecting keywords to target.
- Conduct a competitor analysis to see what content drives engagement across a variety of channels.
- Create a style guide and rely on an editorial checklist so each piece of content is held to the same high standard.
One of the easiest ways to create content that your audience will read? Ask your audience what they want to read about. Conduct social media polls and surveys to find out what topics and content types your subscribers are interested in, and brainstorm ideas based on their feedback.
For example, The Muse publishes content for job seekers about career growth, and they ran a poll asking their Twitter followers what would improve their workday.
— The Muse (@dailymuse) October 4, 2016
Sure enough, shortly after the poll closed on Twitter, they published this article based on the results: