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Digital Publishing: Having a Powerful Impact on the Next Generation

  |  July 18, 2014   |  Comments

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.

Arnie Kuenn, president of Vertical Measures, has specific standards for the various sizes and lengths of content, based on where it is published. You can read his opinion here.

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.

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ABOUT THE AUTHOR

Jeanniey Mullen

Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.

Prior to her role at NOOKTM Jeanniey launched a wearables fashion technology company called Ringblingz. Before getting into the wearables business, Jeanniey was the chief marketing officer (CMO) of Zinio, where she grew the business by more than 427 percent, into one of the largest global digital newsstands. Other notable roles in her career include her involvement as the executive director and senior partner at OgilvyOne, where she led the digital Dialogue business and worked with Fortune 50 brands including IBM, Unilever, and American Express, and being a general manager at Grey Direct. At Grey Direct Jeanniey launched the first email marketing division of a global advertising agency. Prior to her time in advertising, Jeanniey spent seven years in retail leading a variety of groups from Consumer Relations and Operations, to Collections and Digital at JCPenney.

One of Jeanniey's favorite times in her career was when she founded the Email Experience Council (which was acquired by the Direct Marketing Association). Jeanniey is a recognized "Women in Business," a frequent keynote speaker, and has authored three books and launched a number of companies ranging from entertainment to technology and fashion.

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