As the consumer becomes more accustomed to immediate access to information, marketers are faced with a mounting challenge: how to capture attention and improve engagement. Competition is fierce: On average, individuals receive more than 3,000 brand impressions each day. At the Content Marketing Summit last month in Chicago, leading marketers includingLeslie Resier of IBM, Travis Wrightof Norton by Symantec and Jon Morrisof Rise Interactive discussed content-marketing strategies for cutting through the noise.
All three agreed that to succeed in the evolving digital landscape, marketers must create content that is easy to find and consume and compelling enough for the consumer to share with a larger audience. We at Skyword like to refer to this approach as the Three S Model for Content Success: Searchable, Snackable and Sharable.
Via Russ Merz, Ph.D.