If we go by conventional advice showered by digital marketing pros, only engaging and relevant content will get attention from audiences. However, the chaotic real life instances that audiences are soaked up in, interferes with their attention, no matter how well crafted is your content. The bleak truth therefore is that attention can't always be earned. It has to be bargained with.
There is now mounting evidence to telling us how audiences have less attention to actively offer for consuming a piece of content. Even when they go to their devices in search of content, they do not necessarily want it to dominate other tasks or activities around them. More often, they look for content to multitask with - for instance listening to slow music on YouTube while completing a report or tuning into the evening news on radio while driving back home from work. The rising popularity of audio books and podcasts is reflective of desire for content that supports multitasking or needs only partial attention.
If you cannot create podcasts, a tactic to survive against fragmenting attention is to make your content smaller. Innovative content marketers are already turning towards content in bite sized chunks - something that doesn't take long to read. Audiences can nibble on bite sized content even when they are busy at other things, such as a ride in metro rain, or waiting for someone at a public place. In other words, they can check this content when they are mentally preoccupied with things that may not be directly concerned with content.
Glanceable content can appear in form of informational cards displayed against devices, as product description highlights on e-commerce sites or as the snippets of podcast available on audio enabled online sites. Creating little pieces of does not mean it just gets small attention from audiences, even as the larger form of related information needs time to read, watch or hear. This is because attention does not mean 'time to read/hear'. Attention is fraction of a broader concept of content engagement.
The cliché goes - timing is everything. So when your audiences have so many activities that command their attention, your content timing matters a lot. You need to look at ways through which content works in harmony with the activities of audiences, instead of competing with those other activities.
Disruption is cool for marketing folks but it is annoying to target audiences. Don't try to persuade your audience to leave what they're doing and listen to you. Instead create supplemental content to help them enjoy what they are busy in.
Embrace a radical idea: the content you create for audience involved in daily work routine is secondary content. Keep it sufficiently interesting and timely to merit a glance.
Source : artipot[dot]com