Everybody wants their content to be viewed, but with marketing messages competing for attention more and more vigorously, the simple truth is that even fantastic content goes unnoticed. However good your content might be, your audience is spending a significant amount of their time elsewhere.
This can be a trying situation, so what is the alternative? The great news is, like most of life's challenges, this one can be treated with some laughter. Rational, enlightening content will elevate your brand to another level, however, the true challenge will be to humanize it.
Whether we like it or not, the digital world is fueled by the power of amusement, whether this be sport, movie, music, fashion and whatever else we think of as entertainment. Sure, this category of content may not be intellectually stimulating, but there's a reason why it exists: people love being entertained. As per Craft, Buzzfeed's monthly unique visitors were reported to reach a 165 million in January 2018, and a big chunk of that content is perhaps trivial at best.
As businesses, we want to construct a loyal and durable audience, so it is essential to achieve balanced content advertising. A good combination of entertaining content and also the more significant stuff will ensure that your audience gravitates towards your articles, creating a deeper sense of trust in your brand along the process. When people are hooked, your other contents will stand a much greater likelihood of getting noticed.
Simplify the content marketing code
These days we spend unlimited amounts of time searching through social media channels. The biggest challenge that we're faced with as brands would be to convince our viewers that we are worth spending time on.
A while back I had a fascinating conversation with Mark Schaefer, writer of a few of my favorite books, The Content Code. Even though it was a year or two back, the dialogue remains applicable now, and I remember that Schaefer emphasised, "I think we're in the toughest time to be in advertising. It's harder since the channels are so fragmented, audiences are fragmented."
With diverse social platforms on hand, our viewers are exposed to endless decision-making every second of the day. Discussing the customer journey, Schaefer pointed out we are not just competing with other companies, we are competing with anybody who posts online articles, regardless of if it's on their Snapchat accounts or YouTube. So, forget focusing on extended content or short content, as Schaefer says, focus on the right content.
Mix and match your content and media channels
Your audiences don't all consume content in the same manner. Audiences will continue to become fragmented, so the important thing is to align with each section and ensure that your content appeals to individuals on a single level.
Schaefer attracted my attention to the fashion industry, describing "How do you get attention in the fashion company? You've got to make something consistently new, always conversation-worthy, visual, beautiful, bold." Of course, we are not all showcasing fashion, but we ought to be innovatively showing the gist of our brands in every angle. If we are likely to understand like the fashion industry, we ought to be reworking our past content and looking for new designs and trends, weaving them to creating content that will rise to the best.
Strike a pose
Think of Vogue. We often appear to wonder whether magazines will endure the test of time, nevertheless Vogue manages to crush these doubts every time they release something new. Most impressively, while producing the most modern, digital types of articles, they never lose the nature of what they are. It's pretty impressive that a magazine that began in 1892 now generates consistently shareable, relevant content; always surprising and hooking their viewers through social media, while leading them back to the magazine itself.
A perfect illustration of this is the celebrity interviews within their magazine; normally lengthy, detailed pieces. Nevertheless, these pieces are currently followed by online micro-content, such as shareable Q&A videos, fostering awareness and enticing their own viewers to get it. Basically, their online content is a catalyst for selling magazines.
If you can surprise your audience or even just make them laugh, you're one step closer to becoming something which people are invested in , and believe in.