TLDR: People Are Too Busy To Read Your Content
Here’s the harsh truth for all content marketers: People are too busy to read your content.
Your potential readers are running late for work. They’re bringing the kids to school, working on the day's errands, attending social events, going to the gym, and trying to make it home on time for dinner. They may even have to cook dinner themselves and squeeze in some family time before bed. And when they do get some free time, they just want to relax and binge-watch their favorite shows.
Given everything they must accomplish within the day, where do you think reading your content fits into their busy schedules? To be honest, nowhere—unless you demand their attention with content that is compelling enough to make them stop in their tracks.
For your content to stand a better chance of being read, it must come in a manner and at a time your audiences prefer.
It’s not just about what you say—it’s about how you say it, and when.
To make sure you stay on the right track, it is crucial that you know your target market beyond their socio-demographic characteristics. This means collecting data on their consumer habits, behavioral intent, and other contextual data.
For example, what are they looking for online? In between meetings and lunches, how do they spend their time? What platforms do they visit throughout the day? What type of content do they usually engage with and how often? Knowing the answers to these questions is the only way you can create content that is valuable to them.
Also read: How You Can Use Data In Video Marketing
Any form of content must communicate a benefit.
You’re talking to busy people, and unless you’re offering them something new that can inspire, educate, or entertain them—your content is unlikely to be given the time of day. If you’ve done your homework well (your target market’s search habits), you would know the type of content they’re most likely to engage with. Take this a notch higher and offer them content that is unique to their interests.
For instance, if you’re in the business of real estate, don’t just write about the features and amenities of the condo unit you’re trying to sell. Instead, demonstrate how these features can help your readers improve their lives or solve specific day-to-day challenges.
To give you an idea of how we do this at GetCraft, visit Pursuit of Passion, a lifestyle portal run by Avida using our network of writers to help consumers navigate the relatively long consideration phase when purchasing real estate.
If you’re marketing a new smartphone, don’t stop at highlighting its specs. Show potential customers how the product brings them closer to the people they love, or how its built-in camera can help them showcase their work better on social media.
Write a compelling headline, but deliver on your promise.
It may seem like a no-brainer, but marketers often forget to communicate the urgency of their content through a compelling headline. Hubspot made a really helpful guide on how to do this.
However, once you’ve caught your reader’s attention with a catchy headline, make sure that your post actually matches the hype.
Another tried and tested way to make audiences listen is by letting them hear from people they know.
We’ve said it before: People respond to people, not brands.
If you really want to reach your audiences on a personal level, you need to make sure your message is being told by someone they actually trust and care about. A lot of brands do this through influencer marketing and branded content, and a lot of marketers have found these strategies to be more effective and cost-efficient than traditional ways of marketing.
Finally, give your content that extra push.
People don’t find content by accident. Your content, no matter how good it is, won’t appear on the top of Google search results without a complementary promotion plan. Conventional paid media gets the ball rolling and pushes your content to new readers and audiences.
Also read: Why Is No One Looking At Your Content?
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