With average time spent on websites decreasing, mobile web-viewing increasing and apps ruling the roost, the only possible way to stand out is to create eye-catching content. Traffic dominates the parameters digital marketers set for themselves. The purpose of creating sticky content is not just to create a first impression; it is also to lead the viewer ahead. The path may be towards a purchase or a ‘contact us’ form. As a marketer myself, I very well know the shelf life of content on the massive expanse that is the information superhighway. And today, with the dominance of social media, the effort has doubled, and the results have dwindled.
Creating sticky content is not as hard as you would think
How does a magician enthrall an audience? How does a movie captivate your imagination? It’s a coming together of a lot of sensory and auditory aspects that make up the big picture. If you want to captivate your audience, the content (it includes a lot more than text, such as videos, pictures and others) should be the final product of research, analysis, understanding and calculated risks. Every piece of noteworthy content has taken serious effort and dedication to create. Let me take you through some very simple and effective methods to create awesome content. I will classify them as the written word, video and pictures. The reason being simple, these are the best possible means to connect with your audience, and if you get these right; you get your ‘viral content’.
The written word – Keep it simple silly!
People today have the attention span of a hamster. Here, there, everywhere! I cannot stress more on the importance of keeping things simple. For example, the other day, a colleague of mine showed me a video on calculating the sum of all natural numbers to infinity. It was a 7-minute video and by the time it was over, I could not believe the ease with which the mathematician proved it! For a person like me who likes to be called mathematically challenged, this was awe-inspiring. (You can see the video HERE, if you are interested in that sort of thing). Simplicity in prose is such a rarity today. One of the biggest issues that B2B marketers face is that they say they have complicated solutions that are difficult to put across to a layman. For them, let me quote the legend himself – Mr. Albert Einstein – ‘If you can’t explain it simply, you don’t understand it well enough’.
Understanding your subject allows you to connect with the reader in a way that stimulates their senses. All the drama about lead generation and TOFU, MOFU gets dumped out of the window if you weren’t able to keep the prospect interested in you in the first place! I would like to take the example of Maersk Line, one of the largest shipping companies in the world. Can a company like this get a lead from a social media channel and convert it into a multimillion-dollar shipment? Hardly so. But the fact of the matter is they are stronger on social media than most B2C companies can be proud of! They have been able to convert a boring shipping business into a full-fledged website called Maersklinesocial. And you say your business is boring?
There is a ton of stuff that we can do with content. Taking risks is one of them. Calculated risks can pay off big time. Try negative headlines, mix and match content types. Story telling. The opportunities are endless.
Videos bring in the money baby!
YouTube stars are raking in millions, millions I say! And what content do these videos have? Pranks, surprises, video blogs, DIY, inspiration, music and many others. What do they have in common? Emotions. There is no ‘insert emotion here’ tab where you can conveniently attach it. It needs to be created, nurtured and portrayed in the right way. Videos are viewed heavily today, thanks to streaming websites. Including videos into your marketing strategy is essential. Including emotions is what will differentiate you from the crowd, and the crowd is massive.
Simple videos such as the ‘Dumb Ways to Die’ promo by Melbourne Transit Authority mixed cuteness and gore in a seemingly understated way, but the message it delivers is undeniable – Safety is number one priority. We may not be able to create such appealing campaigns, but we can surely scratch the surface. There are thousands of videos that have crossed a million views, whereas content pieces hardly reach a thousand views (excluding news). Hope that paints a vivid picture for you.
Paint me a picture
The biggest phenomenon today on the internet is the ‘meme’. A simple picture with some text. They portray emotions that cover the entire spectrum of our human capabilities. So massive is their power that they have spawned entire businesses! Using pictures can create a bond with your viewer that is hard to place with words alone. The internet 2.0 moved towards a simpler approach to design, eliminating words and making it pleasing to the eye. This philosophy is rooted in the direction viewers are taking- more graphical, less content.
Sticky content is absolutely essential towards promoting your brand, creating awareness and converting interest into business. Opportunities are always available, but it is paramount to move with the times and assimilate changes. Integrating multi-channel approaches and grabbing social media by the horns is a sure way to better business.
