According to PR week “Though we often accuse the young of having a short attention span, it turns out this is not confined to that generation. Only a couple of us get past the headline to the main story. That main article, so tricky to access on some phones, might either give real depth to the “shouty” headline or, in fact, undermine it.” The key reason? Who has time to read all the content out there?
There is a huge gap in marketing talent out there. What is it? The ability to interrupt data and separate the “hype from reality” when it comes to reading marketing articles online.
Here’s another secret that most “social media experts” don’t want you to know; even if you have the best content on the web and consumers share it with one another there is still a strong probability that those same consumers are going to purchase your competitors products”. That’s right! I may turn to you for information and share it within my social media circle, but that information is not going to make me a customer unless you give me a really good reason your product is better than everyone else’s.
McCann Worldgroup EVP Vipin Mayar has contributed to a new book for digital marketers and advertisers, Digital Impact: The Two Secrets to Online Marketing Success and frankly it is the best book on digital marketing I have ever read. Take all the other books written by social media experts and throw them away because this one is a keeper. Here are the authors take on Magnetic Content. To consistently create and deliver Magnetic Content that captures consumers’ attention and engagement, you need a framework, or a set of criteria, to direct your efforts. In your initial steps toward developing the framework, look at other content and subjectively classified them into five broad rankings: Breakthrough, Excellent, Good job, Me too, and Failure.
Kevin Ryan brought up a great point, “the concept of quality over quantity seems to get lost all too frequently. People rarely say what’s actually on their minds and answering questions no one asked you because it looks like search fodder isn’t a path to engagement glory.” While good content is essential to keep visitors on your site one still has to ask the hard question “how are consumers supposed to read all this content?”