Get Your Audience to Stop Searching and Start Looking (At YOUR Content!)
The internet is a wonderful, but inevitably addictive place. It’s common to spend hours scrolling from post to post on your smartphone, as different pieces of content fight for your attention. As content consumers, it’s interesting to take a step back and take note of what content draws us in, and what turns us away. Regardless of our reactions, all that content is vying for our attention.
It seems like the world online is “dominated by the race for attention.”1 Attention has become the fuel that keeps social media relevant in our lives. Tristan Harris, an ex-ethicist at Google, believes “the attention economy is increasingly dominated by technological addiction (particularly our smartphone use).” The more we use our phones, the more likely we are to use apps that satisfy our addictions and demand more of our attention.
While technological addiction doesn’t sound like the healthiest trend, it’s not all bad news. It’s important to find your balance when consuming content online and where to direct your time.
The Right Kind of Attention
As marketers, it can be disappointing to feel like you’re contributing to the technological economy. However, it’s important to note that you need the right kind of attention to have a successful presence online. While you don’t have to feel compelled to engage your viewers in hour-long traps of endless scrolling, it’s beneficial to have them understand and appreciate your content ideas.
According to Oracle, a leader in marketing technology, “Quality content marketing supports awareness… by giving marketers a way to establish relationships with people based on value.”2 Customers receive this value from the information they learn or wisdom they gauge from your content. If you are asking for their attention, it’s important that you deliver content that is relevant and worthy of their time.
Once you understand that exchange, it’s easy to focus on what’s important: delivering your brand message, keeping your customers interested, and reaching for your business goals with a sound content strategy.
Your Content POA: Plan of Attention
Here are a few tips you can adapt to make sure your content marketing is up to the mark.
- Create a Strategic Plan: Ask yourself key questions that will help you kick off your content marketing with focus. These include questions like, “what purpose does content serve in our business” and “how is this content relevant to our audience?”
- Use a Calendar: Using a calendar can help you stay organized and on time. Follow it diligently and make it a habit to update with any changes or delays.
- Break Up Your Content: You don’t need to say everything at once. Instead, break down ideas into smaller content pillars. It will save you time, and it will maximize the value and longevity of your content.
- Set Marketing Goals: Setting these goals will help you stay diligent about the quality of your content and its performance. These can be simple goals like aiming for a desired number of new viewers gained after each webinar, or capturing a certain volume and quality of engagements per post.
In a race for attention, it can be intimidating to launch content online. However, a marketing strategy and diligent routine can make all the difference in easing the stress. If you have difficulty producing consistent, high quality content, MintCopy might be the solution you’re seeking. Our established content agency headquartered in Ontario Canada, has a team of dedicated and qualified copywriters who use SEO best practices in all their work.
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1https://techcrunch.com/2017/07/30/the-attention-economy-created-by-silicon-valley-is-bankrupting-us/
2https://www.oracle.com/a/ocom/resources/oracle-ignite-guide-content-marketing.pdf