One of the things that brands have learned in recent months and that has become completely clear is that brands have to worry about working on their content area right now. Content marketing is a key element in reaching consumers these days and a key issue in creating relationships that really work. Consumers expect brands to offer them such content and are Brazil Phone Number List  increasingly demanding with how they should be and what they expect of them. Companies have to create quality content that is truly informative and provides data of interest and that becomes a key to achieve added value.

But now that it is clear what the articles should look like, brands need to start worrying about another issue. Now they must work on how (and when) these articles reach their consumers, since the truth is that  Brazil Phone Number List achieving attention among the mountain of content offered by the network is not easy. Consumer service windows are very small, and companies actually have very few opportunities to connect with consumers to begin with. The immediate is really very brief and the possibility of connecting with the consumer is something very ephemeral.

As a study by Boost The News has just shown, consumers’ windows of attention to articles on the Internet are very limited. Consumers have access to information in the moment and it is very difficult from the Brazil Phone Number List outset to make content have a much longer life. 74% of the articles experience their peak of attention on the same day they are published, while only 25% manage to experience a traffic boom that extends not only to the first but also to the second day. When it goes further, the numbers plummet. Only 1% of articles have high traffic beyond 2 days after publication. But that’s not the only issue: when the time range opens much further, the traffic crash is very high. One week means a 90% drop in traffic and one month 98%.

The window of potential attention that articles have on the internet is therefore very limited and very short, although it is not the only issue that brands have to take into account. Added to that fleeting window is the fact that humans are increasingly unable to attend for a long time. In general, consumers tend to be much quicker to drop something and change their focus of interest, something that is also increasingly ephemeral.

A Microsoft study pointed out that the attention window of humans is now 8 seconds, a very short time (less than goldfish, as the media that picked up the news were quick to point out) and that it is also less than  Brazil Phone Number List that of years ago . In 2000 it was 12 seconds, which experts understand as an influence of the mobile phone in the care processes. The study pointed out, however, that not everything had been lost in the human brain: the ability to concentrate has been lost, but the ability to multitask has been gained.

To this must also be added that consumers consult more and more sources of content, that they do it in a more demanding way (if a content takes time to load directly, they abandon it) and that they read in a less deep and more superficial way (which is known as scanner reading) and only dedicate time and attention to those contents that they believe are really worth it.

The key is to end the ephemeral

All this data could make companies feel already losers in their content strategy from the moment they jump into it. After all, why strive for content that no one will end up reading? That is the problem and the failure and it is where we must stop to reflect, since the little attention and the direct competition of the network have a solution. If the ephemeral is a threat to content, brands will have to turn into something completely opposite to it. They will have to stop being ephemeral and they will have to find how to become something with a very long life.

The contents themselves are the key to achieving it. Brands have to bet on those elements that will help to overcome the temporary and the brief. The very nature of the content and the associated elements can help to achieve this. In the first place, it must be taken into account that the subject of content can be a cure against the ephemeral. Betting on topics with a longer life, topics that do not expire quickly and that become a kind of basic information can serve to make the topics have a much longer life since they will continue to be relevant and of interest long after being written and read for the first time.

 

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