The more content and entertainment there is in the world, the scarcer people’s attention becomes. That’s the idea behind the Attention Economy. And based on the amount of content being created nowadays, attention is getting awfully scarce.
Just consider that every minute of every day*:
• Facebook users share nearly 2.5 million pieces of content.
• Twitter users send nearly 300,000 tweets.
• Instagram users post nearly 220,000 new photos.
• YouTube users upload 72 hours of new video content.
• Apple users download nearly 50,000 apps.
• Email users send over 200 million messages.
—*Statistics via HubShout
Since money follows attention, it makes sense that marketers are killing themselves to come up with engaging content. Your content has to be at least as timely, personally relevant and accessible as the next-best option. If it’s not, your customers’ attention, and their money, are going someplace else.
Although marketers are turning en masse to content marketing as a driving strategy, most are struggling to adapt. Their people, tools, processes and even culture just weren’t built to work the way successful content marketing programs demand. Many are still thinking in antiquated terms that lead them to believe their job is to produce their message in some fresh, clever way and simply broadcast it for all to hear.
But that’s not the way most people, particularly younger people, consume content these days. Content is discovered. It’s connected to other sources and encountered often serendipitously during a journey that wanders through sources, platforms, dayparts and media types. Scrolling through Facebook leads to an article with a video that prompts a search on a related topic … and so on.
Marketers have quite a challenge in front of them. They must produce content that is not only arresting and sells product, but their content also has to be discoverable. It needs to float to the surface amidst the web’s flotsam and jetsam when searchers are engaged in a relevant flow.
Great content marketing is driven by equal parts content and SEO. The content has to be searchable and findable. And not just the text, but all the related assets as well. If related assets aren’t labeled or encoded, then they aren’t contributing to the SEO value of the content.
Marketers need to think more like publishers and earn people’s attention rather than demanding it. Thinking like a publisher starts with great content that contributes to your audience’s understanding of your business – and rewards them for their attention. But it also strategically considers the broader content ecosystem and lifecycle.
Publishers have been forced to adapt their craft as digital content has changed the way people access, interact with and consume content. As marketing tips from traditional to digital, driven more and more by content, marketers must undertake a similar transition.
Marketing operations are just starting to catch up. Many are still organized around traditional content lifecycles that last months. They were built to support the development and management of slow-moving “campaigns” for print and broadcast.
But content lifecycles today can last just days, even hours. This is the pace that publishers have had to learn to manage – and the pace that many marketers must now strive to match.
Accelerating marketing operations requires centralizing, organizing, enriching and connecting content to speed up workflow, increase effectiveness and improve asset utility. Many WebDAM customers have found that digital asset management is the first step.