Conversations with Marketers: What Content do You Like to Consume?

It’s one thing to generate content for your organization and reach a lot of people, but entirely another matter to truly engage your audience with content they want to consume; even if it’s a small, select group of people. At Kaizen, our audience is made up of marketers. We are asking, what content do marketers actually want to consume? We figure our fellow marketers are probably asking a similar question, so we have compiled comments from marketers to share with you. Additionally, we are surveying marketers like you for more input. Please complete the survey here!

First, let’s take a look at the various ways people consume content and how it has evolved over the past several decades.

Mediums of content consumption and the end-goal

The way people consume content has really changed over the last 10 years. We used to rely heavily on TV, radio, film, books, newspapers, magazines, and even word-of-mouth to pick up new information. Now, we stay informed with mediums like videos, social networks, blogs, podcasts, and webinars.

It’s not just content delivery vehicles that have changed. Content goals have changed too. The primary aim used to be to reach as many people as possible. Now, we know that people want content that clearly adds value. People want personalization; they don’t want to feel like just another number in a giant sea of numbers. But what does this look like? How do we make that happen in a way that people will want to consume what we put out there?

To get the conversation on content consumption started, we rounded up input from a handful of marketers at Kaizen. Let’s take a look at what they had to say about content and discuss how to proceed with this input.

  • Images speak 1,000 words. Images are a part of your brand too—but the main point and takeaway message of an image must be clear. It also must be clear how it’s connected to the rest of the content.
  • Context and format are important factors to consider when it comes to developing content: Success on reaching the target audience depends on where someone is when they’re consuming content, and whether its for personal or professional use.
  • All content coming from the same source should have a cohesive style or theme (for example, use consistent borders around images, colors, and logos).
  • The level of formality should be appropriate to the content—when a blog that’s supposed to inform or impart knowledge is too informal, that can be a turnoff to readers.
  • Depending on the reader’s purpose, different types and lengths of content will be desired at different points in the customer journey. Shorter pieces with facts/data/research pack the most punch when in the initial phases. Longer, more detailed pieces may be desired once the reader is heavily invested in a topic.
  • Content that weaves in related pop culture and current trends can be pretty effective.
  • If charts and graphs are used to capture data, making them animated can really add value.
  • It should be clear within the first few seconds why someone should want to read or view a piece of content.

Now what do we do?

So this is all great input about content, but what do we do with it? Is it enough to go off of? Probably not. We’d love it if you could take a few moments to complete a survey on content consumption so that we can collect more data points on the topic. We will happily share the results with you, our fellow marketers. Together, we can crack this nut and start creating content that our audience really wants to focus their attention on.

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