Succeeding with Content
There are many slogans for how to produce content. None of them is he ultimate answer, but on the other hand each has something to offer and learn from. So here I offer Skyword’s 3S approach: searchable, snackable and shareable.
Content must capture the motivating issues for prospects–the pleasure and pain points–but, importantly, it must be described in terms that use currently popular search terms. Google does over 1 billion searches per month, so it’s essential for business success to be found in those searches.
We’re all busy and don’t have the time we’d like for in-depth research. We’re all hungry for information that we can consume quickly. The quantity of information may leave us hungry for more–which brings us back. Today, people see an average of 3,000 brand impressions, and the average attention span of an adult on-line is just 8 seconds. So our content indeed has to be in bite-sized pieces.
Conversations across social channels cause buzz around products and services, that brings visitors to Web sites. So our content needs to be compelling enough that it’ll be shared. Facebook carries 2.7 billion LIKEs and COMMENTs every day; it’s important to be part of that.
The Bottom Line
Think about the 3S approach when you’re writing or reviewing content.