QUICK READ: Time is just as valuable as currency. People don’t have time to read your content unless they are information-seeking mode. They will scan your content for personally relevant information and even share it on social media without reading it. Site visitors on average spend less than 15 seconds on any given webpage, and that’s assuming people click to go to your site at all. The way to combat this is to know your audience and what THEY want to know/read.
QUICK READ: The creator economy has led to social media companies and some start-ups paying for content but in this model, do people really have enough time to read all the content out there? The answer is “yes” if it’s personally relevant to them.
SUMMARY: More and more media sites require paid subscriptions to read stories, but if they really want to increase paid readership, they need to ensure that their content is worth paying for.
OPENING: More and more brand interactions are happening online, but what does that mean? Too many marketers are still using vanity online metrics (impressions, traffic) to measure their online marketing. Today, that’s not an accurate picture of what’s happening online.
Each month, approximately 409 million people view more than 20 billion BLOG pages. There are about 70 million posts being published each month by WordPress users. 77 million new blog comments are generated by readers each month. 71% of WordPress sites are written in English yet too many people, and brands, don’t BLOG.
SUMMARY: Today people are overwhelmed with content. The idea that they are going to read your content isn’t always true. Your content needs to be personally relevant at a time when they are looking to better understand your product and its use.
- A study confirmed that 59 percent of all links shared on social networks aren’t actually clicked on at all, implying the majority of article shares aren’t based on actual reading.
- People are sharing articles without ever getting past the headlines.
- Attention spans are at an all-time low, and most users make snap decisions about articles based on their first impressions, which happen to be headlines.
- Influencers have no way to prove they “influence” — neither in quantity nor in quality — and brands have to be very realistic about what they stand to gain from such collaborations, if at all.
SUMMARY: Media sites like BuzzFeed and the Huffington Post continue to layoff staff. It’s a time when news organizations are losing visitors to their websites which in turn is going to lead to many shutting down. If content written by professional journalists is king why are these sites hurting so much?