May 16, 2017

Consumers Forget Content Quickly - Here's What You Can Do About It

Picture this: Your team has spent countless hours crafting, writing and editing a single blog post. This article has gone through at least five or six rounds of edits. Maybe legal has reviewed it, too. And now, you’re ready to post it online and watch the results trickle in.

But will the article have any lasting impact on your readers? Probably not, says a new study from presentation firm Prezi and cognitive neuroscientist Dr. Carmen Simon. As it turns out, 80 percent of consumers will forget the majority of information from a piece of branded content after three days. Over 50 percent will be unable to recall a single point.

So, why are consumers struggling to remember branded content? Irrelevancy is the leading reason, followed by a lack of motivation and content overload.  In fact, only 7 percent of people will read more than five full articles in a single day.

Here are some steps that you can take to overcome this challenge:

Reassess your strategy: Look for ways to trim down the writing and editing process, so that your team can keep its efforts focused on editing and brainstorming new ideas. For instance, use Google Docs so that editing can take place quickly and collaboratively. Email can add a great deal of time to a project. You could also consider reducing the size of your team, or make editing autonomous to speed things up. Remember: The goal is to keep the momentum rolling forward—not to try and produce a masterpiece every time.

Start more conversations: The above-mentioned study shows that almost half of consumers would be convinced to buy from a certain brand if they felt like they interacted with the brand or engaged with it. This figure increased to 70 percent for consumers between the ages of 16 and 24.  

Outsource the project: Now is a good time to consider outsourcing your content production to a third party marketing agency. This could provide the spark that you need to start producing content that is more engaging and interesting to readers.

To learn more about how Content Boost can help you create content that will drive results and resonate with readers, click here

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