There was a very intriguing article in AdAge recently. Here’s the headline: ‘Storytelling, consumer attention and making money on media.’ That’s pretty vague when you get right down to it, but there was something very interesting mentioned in the very last paragraph: It’s much easier to reach people online when they aren’t at work. This is extremely important for your content marketing.
Take a second to think about this. We’re all extremely busy and stressed as a result. The fact is, we’ve got more to get through every working day than ever been before. Part of this is due to the global trend of reducing staff and having fewer people cover more workload. Not fun, but it’s a reality.
So when people are at work, they may be interested in your tweet or LinkedIn news item or your latest blog. They may even take a quick look and devote say, 10 or 15 seconds to it. But the odds are they won’t read all of it. And in the rush of all the other information of the day, they certainly won’t remember it.
To give you an idea of how true this is, on average people spend 25 minutes each day reading news in print (for those who do, that is). But when it comes to online news, that number falls to just 70 seconds! Like it or not, your target most likely spends a good deal of the day putting out fires and attempting to get through an ever-growing ‘to do’ list. They simply don’t have time to learn about your brand benefits.
So what’s the solution? Try seeding your original content outside of normal work hours. If you can reach your target while they’re on leisure time, there’s a much greater chance they may be able to read or view it. It seems a bit counter-intuitive, but then again think about how much you devote to solving work problems when you’re not on the job. Share of mind is all important. And there are no rules regarding the tactics you use to get a new prospect to take the time to discover your story.