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.
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.
- Content marketing has been promoted as a “must” for brands.
- Consumers don’t have the time to read all the content that’s out there.
- To get your message across use bullet point summaries of content and callouts.
Summary: It used to be that “content was king” but today it’s “too much content, written by people who are clueless” may be more appropriate. The reality is that people just don’t have the time to read all the content you publish because it’s too long, boring, and written by someone who, more than likely, is better at writing rather than understanding human behavior.
You have to hand it to the so called “experts”. We were promised that social media would be the magic carpet on which our legions of brand advocates would go to spread the word about the marvelousness of our brands, and would free us from the terrible, wasteful expense of advertising. When that went down the drain they trying to tell us that content marketing is the key to consumer engagement. Pure garbage.
[inlinetweet prefix=”” tweeter=”” suffix=””]More content than ever before is being created, but it’s vastly under-utilized by consumers. [/inlinetweet]Why? The answer is simple. Although we live in a multiconnected device environment, consumers just don’t have the time to read your content.
One of the great marketing con jobs of our time is “content marketing” promoted by the same people who inflated the social media bubble. Last week, a marketing analytics firm called Beckon reported some statistics about content that should sober up even the most delusional content maniac:
– 19 of 20 pieces of content (95%) get little to no engagement.
Content marketing is being hyped right now, usually by people who have something to gain, but according to our preliminary research, (n=677) people are using their Internet time to go to bookmarked sites. Consumers simply don’t have the time to read all the content that’s out there, but brands are convinced that content marketing has an ROI.