What’s the number one purpose of content marketing? Besides the obvious goal of generating leads and making sales, it’s to get people to consume your content. You want them to take the time to fully absorb it, pay close attention and engage.
But here’s the thing. Modern Internet users have notoriously low attention spans. Most simply scan and don’t come even close to completely consuming it.
A 2016 report from HubSpot found that users pay closer attention to some content mediums more than others. Let’s discuss which content mediums people pay the closest attention to in order to optimize your content strategy.
At the top of the mountain are videos with 55 percent of people consuming them thoroughly and 32 percent skimming. And this makes sense considering that it’s difficult to truly extract knowledge from a video without watching it in its entirety. Given the success that many marketers are having with video marketing, this is definitely a medium worth experimenting with if you’re not doing so already.
Social Media Posts
HubSpot found that 52 percent of people consume social media posts thoroughly and 39 percent skim. With the majority of social media posts being brief, especially on networks like Twitter and Instagram, this makes them fairly digestible. So in theory, slightly more than half of your audience will pay close attention to what you post on social media.
Not far behind social media posts is new articles with 49 percent of people consuming them thoroughly and 37 percent skimming. This tells us that almost half of your audience should be receptive to you covering legal news. As long as the topic is interesting and addresses your audiences’ concerns, you should be able to generate interest.
Generally speaking, people respond favorably to research, especially when its original. HubSpot found that 47 percent of people pay close attention to this type of content and 34 percent will skim. The key to keeping their attention is to incorporate plenty of visuals such as charts and graphs so you audience can visualize this data and understand it intuitively.
The study listed six other content mediums.
- Online classes/educational games – 37 percent consume this thoroughly and 31 percent skim
- Interactive articles or tools – 33 percent and 42 percent
- Long form business content – 32 percent and 41 percent
- Blogs – 29 percent and 43 percent
- Pop culture or news related long form content – 27 percent and 40 percent
- Podcasts – 23 percent and 36 percent
Keep this in mind when deciding which types of content you want to use in your campaign. The less likely people are to thoroughly consume a particular type of content, the less of an impact it will generally have. This isn’t to say that you will have zero success with mediums toward the bottom of this list, it just means that it’s harder to capture the interest of your collective audience.
With such a high volume of content being produced every single day, it’s important to strategize. You want to ensure that your content will hit its mark and the highest possible percentage of your audience will consume it. This data from HubSpot provides some nice perspective on what people are most receptive to and can help fine-tune your campaign moving forward.