Longer attention span: your target audience or a goldfish?

Longer attention span: your target audience or a goldfish? Hard to believe but the average person’s attention span is now shorter than that of a goldfish! An article in Time Health quotes a Microsoft study which shows a human will pay attention for 8 seconds and a goldfish for 9!

Our digital lifestyle may make us better multitaskers but we’re also easily distracted. There is a lot of content out there, coupled with short attention spans, it’s not easy to stand out from the crowd.

This  post from RO Innovation makes the case that video can be the way to go instead of the case study format. Our brains actually process video faster than text.

Think about how video might work for you as you share stories of your customers and your brand. Our clients have a clear need for written content but we’re seeing an increase in the desire for video. Often times our interviews will become both short and compelling video pieces and a complimentary case study with greater detail. We’re about to send a team to Australia for a second time this year to create video and written case studies for our clients. There are a lot of interesting customer stories among Australian businesses! Whether your customer is in Australia or right next door, think about the format which will tell their story best.

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IDC Research: The Role of Marketing in Customer Advocacy

Our partner, Influitive, has a variety of great resources for those in the customer advocacy field.  One is recent research from IDC, The Role of Marketing in Customer Advocacy which you can download here.  

The world has changed, how buying decisions are made has changed, and customer advocacy is more crucial than ever for continued business success. The report has interesting commentary and charts about how advocate marketing staff splits their time among their many responsibilities and which advocate marketing tactics are most common.  There is also discussion of common barriers and suggestions for key success metrics.  The research concludes with recommendations for success. 

This is worth a read.  Let us know if the content resonates with you.  Is this is what you are seeing in your industry, with your clients?  Interested in your thoughts!

Facebook: 500 New Users Every 60 Seconds

Whether personally or professionally, it’s likely you use Facebook.  Just last month Facebook hit the milestone of 2 billion, yes billion, users.  Nearly 25% of the world’s population uses Facebook.  These stats and others are in a recent post from Business2Community by Mandy Edwards, 20 Facebook Statistics for 2017, here.  

Did you know Shakira has the most Facebook fans of any musician? Or that 85% of Facebook video is watched without sound?

From a business perspective 40% of Facebook users have never liked a business page, yet Facebook is the social platform marketers say is most important.  If you have decided Facebook is a good channel for your business, how do you make your business page stand out? Are you reaching your social, and more specifically, your Facebook goals?  Let us know.

Video in Australia

pexels-photo-68704We have two team members headed to Australia for video shoots.  They should be there now but their flight got cancelled last night so they have a ‘fun’ day working from LA.  Fingers crossed that they jet off tonight.  It would be nice to have a day to adjust rather than having to run from a 17 hour flight straight to the customer site!   

We’re seeing more and more use of video with customer advocacy, and for good reason.  This article from Insivia has some very interesting statistics, 27 Stats About Video in 2017.  Bottom line, people are viewing a lot of video, more every day.  Executives are viewing and sharing video, 4X as many customers would rather watch a video about a product than read about it, and marketers who use video grow revenue faster than those who don’t. The stats in the article have links to the source so you can learn more.  The article has a lot of information which helps reinforce the importance of video.   

If you are using video great.  If not, give it a serious thought and give us a call so we can show you how effective video can be in your advocacy work and help you join the majority of marketers using video.

Email Trends

An interesting article and infographic from ReachMail  here. “Work Email Trends After Hours”.  They surveyed 1000 people who consider email important to their work, in the US, about their email use and discovered some interesting trends and even regional differences, here are a few:

  • 49% of millennials have never sent a work email after 9pm
  • 75% of us check work email on our days off
  • 71% of us on the West Coast check email on vacation vs. 61% of the total surveyed 

It’s interesting information.  Not only is email important for our work we use email with many of our clients as the fundamental way to interact with their customers.  Looking at this information can give us some insight into responses.   

What fact did you find most surprising?  How about that only 54% feel they receive more email now than they did 3 years ago! I don’t know about you but we get lots more!

You have 37 seconds!

The average reader will spend only 37 seconds on your blog post or article according to recent research from Business 2 Community.  See their infographic here.  It has statistics and trends for content marketing in 2017.   

While a successful bull ride is only 8 seconds, 37 seconds is terribly short when you think about your content and your audience. The infographic has a wide range of additional information about content – from percent of emails now opened on mobile devices (53%) to the percent of tweets with images that are retweeted (150%) compared to those without photography or graphics. 

Content does impact the experience your customers have with your brand, it’s worth looking at this information and thinking through your content strategy.  Does this confirm or contradict what you are seeing?  Which stat did you find most surprising? Will there be changes to how you approach content in 2017?  Comment below.

Content Marketing: B2B Research

The Content Marketing Institute recently released a new report “B2B Content Marketing.  2017 Benchmarks, Budgets, and Trends – North America” available  here.

Just what is content marketing?  To quote them: “Content marketing is the practice of creating relevant and compelling content in a consistent fashion to a targeted buyer, focusing on all stages of the buying process, from brand awareness through to brand evangelism.”

Relevant and compelling content is very important to our organization as I’m sure it is to yours.  This report focuses on B2B engagement and shows in general companies feel they have improved over last year, more success and impact from their content marketing.  Especially interesting is the information on what differentiates the top performers, those that say they are extremely or very successful with their content marketing efforts.  Just two stats from the report – 81% are clear on what success is and 88% of top marketing performers measure the ROI of their content marketing.

Do you have clear goals in this area and how do you track return?  The report is worth a read, give us your thoughts.