Do we all suffer from an attention deficit?
The human race reportedly now has “the attention span of less than a goldfish”, and long content is about as useful to marketers as a bicycle is to a fish. In today’s permanently connected world, snackable content is regarded as the only type of content that will make it through the barrage of information we experience every day.
But is it really, though?
If our attention spans are so poor, how can I have sat and spent at least 10 minutes on this article already, without wandering away from my desk? How do I regularly drive up to Leeds without getting distracted and missing my junction? How do our customers get through RFP documents, which are often long and complex, without giving up?
The answer is simple: there’s nothing wrong with our attention span. It’s our motivation as consumers of content that’s being affected.
Motivation is the key
Think of it this way: you’ll watch a documentary, or read a book for an evening, because you’re interested in the content you’re consuming, and (especially in the case of fiction) because you’re emotionally invested in it. That interest motivates us to pay attention long after we theoretically should have become distracted and disappeared, and it’s this same motivation (or lack of it) that’s responsible for the rise in snackable content.
By keeping content short, marketers can convey their message to the audience before that audience has lost interest and moved on. There’s no denying that this is a powerful weapon in the marketer’s arsenal, but to say that it’s the only tool that works any more makes the assumption that there’s nothing you can do about your audience’s motivation to pay attention to your organisation. That simply isn’t true. After all, in the B2B world the customer is at some point going to have to sit down and pay attention to someone – they’re spending, in some cases, tens of thousands of pounds on a purchase – so the job of the marketer is to motivate the customer to pay attention to their brand over the competition’s. That’s where snackable content comes in.
Hook, line and sinker
In the same way that the advert for that documentary we were talking about earlier motivated you to sit down and watch the whole thing, snackable content needs to motivate the customer to sit down and take a proper look at your proposition. It’s not about giving them a condensed version of your entire proposition or message, but giving them just enough to pique their interest and pointing them towards your longer content that conveys your message and your proposition in full. A tweet that leads to a webinar; a blog post that links to a white paper; these are examples of how snackable and long-form content can form a powerful one-two punch that entices an unmotivated audience to engage with you.
The trick, as you’ve no doubt guessed, is making that snackable content as juicy and inviting as you can. Though the analogy of a goldfish might not be quite accurate (they have memories of up to three months, according to Wikipedia ), it’s true that your audience are busy people who have information coming at them from all angles. Short content that shines like a diamond is required to get them to notice you – but once they do, don’t feel pressured into saying everything you have to say in a rush. Treat snackable content as a gateway to the wonders of your longer content, and you’ll find that your audience do, too.