By Paul Parcellin, Staff Writer
March 2, 2016
We all want to create content that is thought-provoking and irresistible to prospects. But sometimes the method of delivering the message is as important as the ideas being conveyed.
Here are some of the current trends in presenting information to today’s audiences:
Video continues to dominate the field as the most widely consumed digital format. YouTube alone gets more than a billion unique visitors each month. According to the Pew Research Center, Americans who have listened to podcasts in the past month has nearly doubled since 2008. Cisco predicts that video will account for 69% of all online consumer traffic by 2017.
While viral videos occasionally boost a company from obscurity to the limelight, it’s probably a better long-term strategy to use video as part of your long-term marketing plan. It’s difficult to create viral videos on demand, and probably more realistic to use video as a vehicle to deliver useful content to your prospects.
You can provide entertaining videos, such as a humorous comment on current events, or an instructional video that teaches viewers through step-by-step instructions. Educational videos on troubleshooting computers, home maintenance tips or how-to hobby guides are often popular with viewers. A storehouse of information in a particular niche helps keep visitors coming back to your site for refresher courses, and they’re also liable to share your useful, interesting or entertaining content with others.
You might have rightly assumed that radio listenership is on a downward spiral, but with the increasing success of podcasting, a new platform for storytelling has emerged. The Pew Research Center study indicates that Americans who have listened to a Podcast in the past month nearly doubled since 2008.
Many marketers listen to podcasts for inspiration and to stay current with information pertinent to their industries. Some of the more highly ranked marketing podcasts include Call to Action, Growth Byte and Traction. Many marketers start their own podcasts to help increase the profile of their businesses.
Mobile search traffic is now greater than desktop and laptop traffic, so it’s more important than ever to have content optimized for mobile devices.
You’ll want to make sure that your content will be readable on a small screen. The text you present should contain pertinent information presented in a clear, legible fashion. And instructions, buttons and graphics should be laid out in a way that will make conversion easy for visitors. Even if you create content on a desktop machine, it’s important to realize that many in your audience will be viewing it on a smartphone. Make it easy for them to navigate your site, and see if your conversion numbers don’t rise.
Most of us agree that online text should be short, snappy and to the point. But that doesn’t necessarily mean that there’s no place in the digital world for long-form content.
In many instances it’s the longer, more detailed filled content that gets the most attention, which means that Google seems to like longer content. A SerpIQ study indicates that the top-rated posts were usually more than 2,000 words.
If your blog consists of mostly short posts, it may be a good idea to try writing a few longer pieces and then compare the results.