Did you know that more than three million items are shared on Facebook every 60 seconds? If that wasn’t enough, every minute of the day there are 44 million WhatsApp messages received and a further 150 million emails sent. Is it any wonder that it’s becoming increasingly more difficult to grab and maintain an audience’s attention, with so many possible distractions?
It’s now more important than ever to create the right content if you are to have any hope of reaching the intended audience. The question is, how do we create the ‘right’ content, and in the ‘right’ way?
At Harvey & Hugo, we’ve assessed what it is that makes up great content, and listed seven attributes yours should hold to get your message noticed in the current attention economy.
Timing is crucial. You could spend hours perfecting your content, proofing and rewording to get it just right, but in this time a competitor could have quickly created a piece on the same topic, and posted it in the public domain.
We always recommend proofing work, but a second or third proofing is worth a miss if you could gain a reputation as an industry leader, rather than being late to the party.
Tweets with an image or video have been shown to receive 150 per cent more retweets than those with no visual attachments. The online world is alive with a huge, constant buzz of content, so posts with a simple block of text just don’t cut it anymore.
Posts need to be bold and eye-catching. Infographics and animations are great visual tools for getting your point across in an attractive way.
Your audience wants to feel special, and personalising your content is a great way to do this. If you’re sending out a piece of e-marketing, why not address it to individuals, or target certain stories to different people, according to their industries or interests? If an audience feels like you care, they’ll be more inclined to give you their time.
It’s important that your online content paints the picture of your brand and stays true to your values. Sharing posts about the people in your business is a great way to give your content personality. Let the audience know what you’re getting up to and why you do what you do, and people will be more likely to engage.
Content that’s accessible to your audience wherever and whenever they need it has more chance of being seen. A downloadable podcast that doesn’t require an internet connection is a great way to appeal to a travelling audience. YouTube videos with subtitles are more likely to be watched by those who can’t listen to sound in their work environments or on public transport. Think about who you’re targeting, and it’ll be easier to decide how accessible to make your content.
Engaging content will captivate your audience from the start. Ask questions, create polls, tell a story or hold a competition. The more people can feel involved and engage, the more likely your content will be remembered and enjoyed.
There’s no point in creating content if it isn’t readily available to your audience. If you’ve written a blog or made a video, why not share it across social media to maximise reach? Writing for your website? Consider using keywords in your text to enable SEO (search engine optimisation).
If you’re promoting an event or starting a new campaign, creating a consistent hashtag across social media is a great way to keep all your content together, giving it a new platform to reach people.
Is your content effective?
Feel like your online content could do with a helping hand to grab the right attention? At Harvey & Hugo, content marketing is one of our core services so throw us a bone on 01325 486666 or email firstname.lastname@example.org for more information.