October 6, 2014 8:11 am
28% of Fortune 500 companies (139) have public-facing corporate blogs this year, according to data from the University of Massachusetts at Dartmouth,… more>>
POST SUMMARY: Time is the new consumer currency yet a lot of brands are being taken for a ride by those who suggest that content marketing is going to lead to conversion. Consumers may utilize your content but unless you ensure all your brand touch points provide a great experience you’re wasting money.
Understanding how people read on the web and search for information can directly influence how we design our webpages and websites. One of the most influential researchers into web reading behavior has been Jakob Nielsen, who sums up his findings like this:
How Users Read on the Web
The truth is, people are going to skim and scan all the lovely content you’ve written, looking for something (a keyword, a header perhaps?) that catches their attention or matches the reason they’re visiting your website in the first place.
According to KISS Metrics “the one thing that all viewers have in common: they decide whether to even glimpse at your landing page in the first place, or not, based on its relevance. Time is of the essence, and people aren’t going to take time out of their day to read or even scan content that doesn’t have any significance for them. That’s why you need to really get to know your target audience and write content that will specifically appeal to them.”