The challenge with content marketing is the competition for eyeballs. Content marketing programs need more than blogs, infographics, and videos to take off.
Marketers are making significant investments in content marketing, and rightfully so. According to Rishi Dave, chief marketing officer at Dun & Bradstreet, today’s consumers are entirely self-directed in their buying journeys. Content helps empower these audiences to make educated and informed decisions.
The challenge with content marketing, however, is exactly what makes it awesome. The competition for eyeballs is fierce. Not to mention, human attention spans are getting shorter.
According to one Web use study, the average attention span in 2012 was eight seconds. Even goldfish are easier to engage. Their attention spans? Nine seconds....