This is Part 3 of a four-part series. For more insight into the Three S Model, check out this introduction, complete with a handy infographic, as well as Part 2, which features a deeper look at making content searchable, and Part 4, which looks at making content shareable.
Today’s consumer has a very short attention span — and it’s shrinking rapidly. The average individual has an eight-second attention span for online content — that’s one second less than a goldfish and 12 seconds less than he/she had about a decade ago. So if marketers want to make an impression, they need to do it quickly.
The challenge of producing concise, compelling and “snackable” content was a key topic of conversation this year at the Content Marketing Summit hosted by Rise Interactive and my company, Skyword. “People don’t have the time to sift through information that may or may not be relevant,” said Leslie Reiser, speaker and program director of IBM WW Digital Marketing. “They need to understand and enjoy what they are consuming quickly in order to stay and return.”
“Snackable” content sustains ongoing brand and consumer interactions, offers quick support and allows the audience to engage in different ways. Reiser, along with Travis Wright of Norton by Symantec and Jon Morris of Rise Interactive, discussed the tips and best practices for creating content of this caliber. Below, I’ve highlighted techniques that will help marketers create snackable content that will expand brand audiences and increase engagement.
With the average person experiencing up to 3,000 brand impressions each day, capturing customers’ attention is no easy feat. Marketers who understand the customer and create content to meet his specific needs will succeed — even if he has the average attention span of a goldfish. Brand leaders in content marketing stay on top of popular topics through tools such as Google Trends and produce content to add to the conversation. For example, while the Northeast awaited the arrival of Superstorm Nemo, companies from a variety of industries, such as Sam Adams and Daily Glow, developed short content pieces to help their customers weather the storm. By offering quick and timely reactions, marketers will create a memorable brand presence within the conversation and leave audiences hungry for more.
Tailor to customers’ daily pain points
No matter how entertaining the subject matter, marketers need to ensure that the content they produce is appropriate for their audience’s daily activities. In this mobile-driven world, consumers turn to content on the search and social Web for answers to their questions, from dinner recipes to car insurance rates. Marketers must identify cases where consumers are seeking information within the brand’s expertise and develop bite-size content pieces that offer quick solutions.
Produce VITAL content
Just as the consumer appreciates a variety of snack choices for a midafternoon energy boost, he also desires different forms of content to stay informed and entertained. Wright recommends that marketers produce content that adheres to the VITAL standard — Video, Infographics, Text, Audio and Links. By keeping the content selection balanced, marketers will provide customers and prospects with dynamic brand experiences.