Humans by nature are usually curious, but that curiosity is definitely facing a very real threat: bad content.
In his opening keynote at Articles Marketing World, the amazing Andrew Davis dove headfirst as one of the top challenges all content material marketers face today: getting plus keeping the attention of their audiences.
Conventional intelligence from today’ s content internet marketers is that content should be snackable, scannable and – in a nutshell – brief. However , is our content actually too long? Or is it that we aren’ t building enough curiosity with the audience to keep them engaged? Beneath we’ ll take a look at some of the best excuses we’ re using in order to justify bad content, and the ideal formula for capturing audience interest.
However, check out Drew’ s new music movie that he “ dropped” right before their keynote (this is literally what I woke up to this morning in my LinkedIn feed):
2 “ Reasons” Long-Form Content Isn’ t Connecting
As I mentioned in the beginning, marketers are constantly being told that will their content is too long. Which after cutting it down, can they “ allow it to be just a bit shorter”? But the question continues to be, WHY are we being asked in order to shorten our content?
#1 – Target audience Attention Span
According to recent studies, audience interest spans are approximately that of the goldfish. A whole nine seconds. Alright marketers, let’ s give the audience more credit than that will.
The reality is, our audience is very capable of focusing. We just need to create a compelling content material experience that grabs and HELPS TO KEEP their attention.
#2 – Not Enough Period
Anyone who believes their audience just doesn’ capital t have enough time to engage clearly is not really familiar with Netflix. What is now the mega streaming service has discovered a way to get its captive viewers to content binge (literally just for days).
Why? Netflix shares (and creates) a variety of long-form content that piques and holds their interest to have an extended period of time. The moral from the story? Audience members will MAKE time for you to for content if they find something which interests them.
The ideal Formula for Capturing Audience Interest
To be able to pique curiosity with your audience, there needs to be a gap between what they understand and what they want to know. In fact , Toby shared a formula for success:
Create Curiosity Gaps
Don’ t give it every away at the beginning. Instead, continue to give food to your audience’ s curious character.
Consider, for instance, a mystery box. Truth be told, people are actually buying these, getting no idea what they contain.
Even more interesting is that there are more than 40 million search results for “ Mystery box reveal video, ” meaning that these creators were therefore curious about what was inside they documented and shared the unveiling.
Build Tension Over Time
Another essential step is to allow tension build over time. The more stress you build, the more invested your own audience will be in the experience as well as the finale of the content. A great example that will Andrew shared was that of BuzzFeed’ s infamous watermelon video:
The team at BuzzFeed attempt to determine how many rubber bands they might place around a watermelon until this exploded. This video is forty-four minutes long (still think your own audience doesn’ t have period? ) and has nearly 1 mil views on YouTube and over ten million views of their Facebook reside video.
Ensure Your Content Has a Solid Compensation
Being a consumer you’ ve undoubtedly come across content that is not proportional to the pressure that has been built. That, ladies and men, is called clickbait.
One of the worst things you can do like a content marketer is build a great deal of tension that gets your target audience invested, only to let them down ultimately.
An example that most of us might relate to may be the show Fixer Upper. Chip and Joanna Gaines are the hosts of the HGTV hit series and find old homes in need of some TLC and do an entire remodel of the homes.
Each time right before the best reveal, the hosts pull back again the curtain to show the new proprietors their updated home. They’ lso are crying, they’ re excited… yet guess what? The show cuts in order to commercial and viewers have to wait around until after the commercial break to see the real results.
Grab & Keep Audience Interest
In the long run, all of this is really about creating excellent content that your audience is thinking about, delivered in a way that delights.
Thank you Andrew with regard to helping all of us create more content material focus that will truly pique attention with our audiences.
What are some of your preferred examples of content that builds stress?
Stay tuned for more #CMWorld coverage plus insights on the TopRank Marketing Weblog. In addition , follow myself and the a few of our on-the-ground team members on Tweets at: @ TopRank @leeodden @azeckman @janebartel and @NickNelsonMN
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