This week Adobe released five rules for content marketers looking to optimize audience engagement in 2016. The rules have been devised based on the results of a survey conducted among 12,000 consumers in six countries (the United States, the United Kingdom, Germany, France, Australia and Japan), and are summed up below.
Design for the Multiscreen Reality
The Adobe survey found that consumers use an average of five devices, and that 83% use 2.23 devices at the same time. So a one-size-fits all approach won’t make the cut; content must be well-designed and optimized for each viewing device (79% of survey respondents said they won’t engage with content that doesn’t display well on their device).
Don’t Fall Victom to #TLDR (Too Long, Didn’t Read)
According to the survey, 67% of digital device users will stop engaging if content is too long. Now, this isn’t to say that content marketers can’t produce long reads; instead, they need to make sure that content is appropriate for the environment in which it is being shared (social media, forum, email, POS etc.) as well as the target audience.
Humor Makes Brands More Relatable
We can definitely vouch for this. 70% of survey respondents said that humor makes companies more relatable, but only 14% said they find brand content entertaining. So this is an area in which there is definite room for improvement. Read the article Where Do You Stand on “Brandter”? for great examples of funny content marketing initiatives.
In Relationships We Trust
On social media in particular, authenticity and trust are crucial pre-requisites for engagement. And as Adobe points out, “consumer trust in content increases as their relationship with the source grows stronger”. So brands need to work on building trusted relationships with their audience, as well as embracing methods that enhance credibility such as user recommendations, word of mouth and brand advocacy.
Don’t Show Up Uninvited
Contrary to what you might think, consumers aren’t against sharing personal information with brands; 73% are willing to share at least one piece of information about themselves, while 71% are open to predictive recommendations from brands based on past behavior. But it goes without saying that consumers are most comfortable sharing information with brands they trust.
For more New Year predictions, read IDC Sets Out 10 Social Predictions for 2016.