What’s Trending: How to Make Your Content Sticky
August 24, 2018
Would you describe your content marketing as rubber or glue?
In the first case, visitors quickly bounce before the content can make an impact. In the second, they stick around thanks to an immediate catch or irresistible hook.
It goes without saying that marketers should be aiming for the latter outcome, but that’s no easy task in a world of heightening competition for attention.
You needn’t resort to guesswork in determining whether your content is achieving that glue status; a quick glance at performance metrics will tell the tale. Measures like bounce rate, time on page, and conversions are your barometers. If these numbers aren’t up to par, you might consider exploring new ways to quickly engage visitors and compel them to keep reading or viewing.
Luckily, this week’s roundup of trending articles for marketers might help inspire some ideas for stickier content. Among the top tips you’ll find: be personable, inject humor (when appropriate), and focus on the customer experience.
What Marketers Were Reading and Sharing Most This Week:
Digging into the data, Julia McCoy outlines four content formats that can increase your stickiness factor. She also calls out the key benefits of “longer dwell time”: improved rankings, more conversions, and more shares.
“Seriously, humor works very well in B2B spaces,” said Dr. James Barry, a humorist and professor, in his recent interview with Contently’s Emily Gaudette. “As long as the creator knows exactly what type of humor strategy they’re using. Why wouldn’t CEOs want to be entertained? They’re just like anyone else.”
How can you grab your audience’s attention with the first few words? At HubSpot, Eddie Shleyner offers tips on composing headline and intro copy that’s too good to ignore.
When it comes to developing a magnetic brand presence on social media, Pratik Dholakiya argues that it’s essential to strike a personal chord through authenticity and direct rapport.
At The Drum, Sonoo Singh put together an interesting look at the state of online video advertising, with a bunch of great quotes from pros in the industry. On a related note, our own research has found that LinkedIn videos under 30 seconds report a 200% lift in view completion rates, but longer videos can be effective for demand generation.
Speaking of demand generation, the topic is covered here by Lynnie Lucas in a way that only makes sense as football season bears down on us.
Landing pages are critical pieces of content, capable of moving the needle for your business when done right. Jacob Baadsgaard presents a checklist to consult before pushing your next landing page live.
The advent of new searching technologies and behaviors should be viewed as an opportunity rather than a challenge, writes Jim Yu.
According to one study, customer experience will overtake price and product as the key brand differentiator by the year 2020. Paul Heald takes a look at what this shift means for marketers.
For more tips on differentiating your brand and creating immersive content, subscribe to the LinkedIn Marketing blog.