Content fatigue. It’s a real thing. It’s why I gave you the story in the title. Kim Verbrugghe, Senior Strategist at Deepend, argues that while bite-sized can enhance audience engagement online, it is content-on-demand that brands should be embracing. And she’s not just talking about Netflix.
We’ve been exhausting consumers for years with long form articles, videos, podcasts and infographics. According to PQ Media, Australians are spending around 16 hours per day online consuming content. No wonder audiences disengage and are merely skimming text or sharing articles based only on the title.
Currently online platforms provide only one format for an audience to consume content – long or short form. This presents not just a challenge to the writer but also to the platform. Creating ‘one-size-fits-all’ content will always only engage a set percentage of audience.
We need to start seeing content as a product in its own right and personalise it too.
Content-on-demand that delivers snackable stories and long form flexibility offers the reader choice and is the way of the future.
So what is content-on-demand? Or what could it be? By thinking about what factors really define on-demand, we can imagine what an ideal content-on-demand platform could provide. This includes the ability to discover content at any time, save it for later, consume it on any screen or device and choose the format it’s presented in.
The next step, and this is the interesting one, is delivering the personalised content that the audience wants.
Traditionally, a writer creates an article and if it is 8,000 words, that is what the audience will need to read. Those that want short form copy will skim through, but this action is draining and will reduce value to the reader. Moreover, how do we know whether they read the important bits?
Instead of fighting this behaviour, we need to adapt by providing both wide and deep options.
Wide content for skimming that provides and overarching narrative, and deep content that branches off in detail for those that want to read further.
Content-on-demand = content-for-skimming + content branches.
Not everybody wants the same level of participation or is interested in the same things. We need to be respectful of our audience’s time and earn their attention.
I hope I didn’t waste your time! But if you made it to the end of this article and want to read more on my vision for personalised, on-demand content, read the long-form content here.
Please login with linkedin to comment
As Australia battles record floods, destructive bushfires and powerful storms, it’s becoming undeniable – our natural disasters are growing in intensity and frequency. And as one of Australia’s largest insurers, Suncorp is determined to reduce the impact of extreme weather and help build a more resilient Australia. This ambition led to ‘One House to Save […]
Magnite (Nasdaq: MGNI), the largest independent sell-side advertising platform, today announced it has been working with Adform, the only independent global ad management platform covering all aspects of the digital campaign lifecycle, to scale first party identifiers in privacy-safe ways. With the pending elimination of third-party cookies, the industry must establish future-proof identity solutions for publishers and buyers.
The Commercial Producers Council is delighted to announce the appointment of Martin Box (pictured) as its new Co-Chair, effective immediately. Box, Head of Production at Airbag, joins Co-Chair Pip Smart, and fills the vacancy left by Lucas Jenner who steps aside from the Co-Chair role after four years of service, in accordance with the CPC’s […]
Now in its tenth year of business, 3rdspace – the Sydney-based content company – has announced that it is expanding its offer to the UK. This expansion is driven by client demand and favourable growth in content marketing. Founder of 3rdspace, Rob Logan, said, “it’s a strategic move that absolutely enables us to embody agile […]
Sunday night saw MAFS’ finale episode which netted in an impressive 1,398,000 viewers – an increase of 264,000 from Wednesday night’s episode. The extent of Coco and Cam’s affair was revealed, as was the reveal to everyone that Bryce did in fact buy a gift for his proclaimed not-girlfriend outside of the experiment. Perhaps most […]
SBS will shut down The World Game digital platform, marking an end to the beloved football brand’s legacy that officially began in 2001. The network’s Cycling Central website, which covered the most important news around events on the cycling calendar like the Tour De France, will also come under knife, with both standalone football and […]
New South Wales masthead The Sydney Morning Herald celebrates its 190th anniversary today, as one of the oldest continuously printed metropolitan newspapers in the world. In today’s paper, a souvenir wrap-around will show how The Herald forged trust with generations of Sydneysiders with its quality journalism and unique lens on reporting the life and times […]
Google has said it is considering an appeal, after the Federal Court ruled the tech giant had misled consumers in regards to how it collected location data from Android devices. The decision comes as a major win for the ACCC, which initiated the court proceedings in October 2019. The competition watchdog argued that Google misled […]
Nine has named the judging panel for its much-anticipated State of Originality, Australia’s richest advertising award, aimed at making State of Origin the equivalent of Australia’s Super Bowl in advertising terms. Announced at Nine’s Upfront last September, the winning campaign will take home much more than a trophy – there’s $1 million in advertising inventory […]
British supermarket Marks & Spencer has taken an intellectual property claim against fellow supermarket ALDI over the latter’s Cuthbert The Caterpillar Cake, which they allege is too similar to their own iconic Colin The Caterpillar Cake. Colin the Caterpillar (pictured above) has been a staple of birthday parties across the UK since 1990, when the […]
We all felt helpless in the face of 2020’s constant barrage of disasters and catastrophes. And 2021 hasn’t let up either. Last year, Australian Red Cross experienced its biggest demand since World War II, so it has responded with a new brand campaign bringing attention to this overwhelming feeling and highlighting its 106-year track record […]
As Master Chef prepares to launch back onto screens on Monday 19th April, B&T had the opportunity to speak to the show’s hosts, food critic Melissa Leong and chefs Jock Zonfrillo and Andy Allan, who won the show’s fourth season. The three judges first appeared on last year’s Masterchef: Back To Win, which saw returning contestants […]
Undoubtedly one of the most overused slogans in marketing’s and advertising’s history is John Wanamaker’s iconic “half the money I spend on advertising is wasted; the trouble is I don’t know which half”. And it’s a credit to the quip’s longevity that last year the line celebrated a real milestone – its 100th birthday. But […]
The SingularityU Australia Executive Program will take place this may, celebrating leadership at the intersection of the values of humanity and the value of technology. The Elon Musks, Apples and Xeros of the world are taking risks for humanity and creating new technologies that streamline and beautify business operations. They simplify life by providing basic […]
Brisbane media professional and former OMD Australia Account Director Taylor Fielding (pictured) has officially launched TFM Digital. TFM Digital is a specialist media agency based in Newstead which primarily provides media buying services, and strategy development, to businesses chiefly, but not exclusively, within the franchise sector. Prior to the launch of TFM Digital, Fielding spent […]
Judging by the hangovers in the B&T office today you can count yourself damn lucky we even managed this photo thingy.
Launch marketing specialists Five by Five Global have been appointed by FutureFeed to develop their brand, international certification trademark and go to market strategy. The innovative livestock feed ingredient developed by CSIRO, Meat and Livestock Australian and James Cook University uses a specific genus of seaweed, Asparagopsis, which significantly reduces methane emissions in ruminant livestock. […]
Andrew Knowles, partner and co-founder of the corporate communications consultancy Shoebridge Knowles Media Group (SKMG), has won the PR category in the 2021 B&T 30 Under 30 Awards. Knowles received the award at a ceremony in Sydney last night, claiming victory in a highly competitive field that included leading executives from some of Australia’s biggest […]