Content – Everyone is Doing it to Build Avid Fans
The major differentiator for entertainment industries is not the casual user, but the passionately engaged fan. Netflix is reportedly spending $6 billion, yes billion on content this year. Amazon , is not far behind at $4.5 billion.
So it seems content is still king. How many of us watch our iPads, while watching tv, or opt for You Tube content instead?
With the breadth of content growing, the race for fan engagement is on. It is harder than ever before to grab and maintain attention.
According to Deloitte, millennials spend more time streaming content than watching it on television. No less a giant in the field than Jeffrey Katzenberg believes that a future market for short-form entertainment, designed to be consumed on mobile phones, is going to be a huge opportunity in the future. So how can we absorb all of this content? The chart below shows that our attention is certainly spilt. This makes it harder and harder for the small business to get attention.
Users often leave Web pages in 10–20 seconds, but pages with a clear value proposition can hold people’s attention for much longer. To gain several minutes of user attention, you must clearly communicate your value proposition within 10 seconds. Nielsen Norman Group
It’s clear from the chart that the first 10 seconds of the page visit are critical for users’ decision to stay or leave. The probability of leaving is very high during these first few seconds because users are extremely skeptical, having suffered countless poorly designed web pages in the past. People know that most web pages are useless, and they behave accordingly to avoid wasting more time than absolutely necessary on bad pages.
So what does all this mean for you? If you are going to spend time and money on content, make sure it is worth it. That means, that it has some value. When I speak to small businesses they often believe they can put little effort into content and get a result. It just doesn’t work that way. You need to research, spend money on a good copywriter and keyword your titles.