As the length of content shrinks down even further, we are changing the way we consume content and learn. What does this mean for marketers and what really is the best type of content to produce?
A recent three-part series about the impact of digital screens on our youth was published in the Deseret News National. In it was one statement that made me take notice. The comment was from a psychologist named Jim Taylor who said, "A child's brain is very malleable and they will adapt to whatever kind of stimulation they're exposed to. If they're exposed to, for example, little bits of information, that's the way they will learn to predominantly process information."
This got me thinking. When publishing moved from print into our currently digital world, our stories moved from long-form to a variety of lengths based on the ingestion point. And with popularity of Twitter, Instagram, and Pinterest, we have migrated even further from long stories to short blurbs to 140 characters and even extending to photos to pins. As wearables launch and gain popularity, this will change/shrink content even further. What does this mean for the way the new generations will learn to learn? Are we building a beast we will not be able to control by shortening content bursts?
It's an interesting question that is frequently debated by content marketing experts around the globe. Some of the most educated minds around actually recommend creating content in a variety of sizes and formats in order to achieve the desired results in the most seamless manner.
Neil Patel of Quick Sprout busts content length myths and even brings Seth Godin's style into the mix in his data-driven article.
And even Salma Jafri, president of WordPL shares a take on this. Her opinions are shaped by SEO opportunities and Google's support. This is an interesting take on the subject.
In the end, you will need to make up your mind on the length of your content, and your distribution strategies. But remember, within five years, the decisions you make today could have a significant impact on how you are training the brains of the future for content consumption tomorrow.
Image via Shutterstock.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Jeanniey Mullen, a recognized women-in-business and tech, is known for her entrepreneurial style and her ability to build, shape, and grow brands into well-known dominant, successful entities. Jeanniey is a pioneer in email, mobile, and digital marketing; publishing; and brand-building. She now leads her own agency, YellowBean LLC, focused on assisting companies of all sizes with driving innovation and growth. Most recently, Jeanniey was the Global EVP, CMO, and subsequently Chief Growth Officer for Zinio, where she worked to define and implement strategies creating explosive growth through strategic partnerships with publishers, technology companies, brands, and consumers during her five-year tenure. Jeanniey has authored and contributed to multiple books, blogs, and magazine articles. She is a regular columnist for ClickZ, a blogger for Huffington Post, and a frequent keynote speaker. A serial networker, in 2005 Jeanniey founded the Email Experience Council, which was sold to the Direct Marketing Association in 2008. She sits on the Advisory Board for IndieFlix, and on the International Executive Council of the Internet Marketing Association. Jeanniey is recognized as both a Top CMO and Top Author on Twitter, and was most recently featured as Mover and Shaker by the Professional Woman's Magazine, and a featured Woman in Technology by The Legacy Series Magazine.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 17, 2014
September 23, 2014
September 30, 2014
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