Let’s cut to the chase, shall we? Everybody knows how important quality content is over quantity, right? Quality content gives your business solid worth. You’re valuable because you offer valuable content. Okay. We’ve got that down. So what’s next for your audience? After quality content, what’s the most important concept to remember in digital marketing?
One word: Speed.
If I can read faster than you can deliver, I’m bored already.
If I can get the gist more quickly from a picture than I can from your explanation, you lost me.
According to the new digitally driven human attention span, if I have to wait more than 8 seconds for your point, I can’t be bothered.
We’re devouring stimuli at an unbelievable rate, and social media platforms and online sites know it. We’re watching 6 second videos on Vine. We’re speaking in 140 character messages on Twitter. Buzzfeed gives us our pirate name in three easy steps of Birth Month, Day, and Favorite Color. Our texts are filled with gifs and emoticons. As a millennial, I can say we’re the “ain’t nobody got time for that” generation. Give us what we like or we’re gone.
So how do you deliver content that competes with that kind of appetite? The answer is, you can’t. Sorry. Not unless you have an around-the-clock team and an endless supply of amazing ideas.
You heard me. This is not one of those “unrealistic dreams” kinds of blogs. This is a bucket of cold water in the face.
Here’s what I recommend. Stick with what you’re good at and branch out slowly. Keep offering bits of free stuff that relates to your product on social media, or on your website. Continue to write blogs that correct common obstacles in your field. Don’t stop giving practical tips to help meet a need in everyday life. Curate others’ how-to blogs and maintain your posting schedule on your social media Pages.
But here are the small changes you should make to adapt:
Brainstorm on a way to make your free content look different.
Most of the time a visual change is going to make the experience faster for your audience. Got great content? It has to be visual. Draw it. Take a photo and place words on top of it. Use an app to make your point powerful.
I used Word Dream to make my content immediately awesome.
Plan a long-term strategy on how to implement your change.
Should your new style be only on holidays, 4 times a year, once a month, once a week, or more often?
It can feel daunting at first, but trust me. The more you practice, the better you’ll get at it. And remember, it’s not just you. Digital marketing demands that we all adapt to our audience’s current needs. To quote High School Musical, which I’m embarrassed to say I’m familiar with, “We’re all in this together!”