How to Make Content Marketing Work For You
Tal Florentin – CEO, Summurai
This session was hosted by Tal Florentin, a leading UX specialist, winner of the international UX awards and founder at Summurai. Summurai offers audio summary services and is the company behind this conference summary playlist.
One of the biggest problems that many digital marketers face is that they can’t write. So what do you do?
Most people outsource the writing. However, there is a problem with this. The writers might be good; but, they don’t care about what they are writing. In the long run this is not a good strategy for gaining customers.
You need to look at content marketing from the user’s point of view. For users searching for information there is too much information and not enough time. In fact, every day there are around 100k articles and over 2 million blog posts created. Therefore, users constantly need to weigh their effort versus the value of the content they are reading.
In today’s society most users don’t want to read anymore. This is because it is hard. In fact, it is 60,000 times harder for the human brain to read text than to understand colors and icons! On average, users will only spend 37 seconds reading your content online. This doesn’t give them a lot of time to look at it.
Therefore, we need to rethink content. How can we make it work for users? The three main questions we need to answer is who is our audience, what do they want to know, and when they want to know it.
We have three forms in which we can present content to users: text, video, and audio. With the first two, these are primary actions; however, with audio, the user can be doing something else at the same time.
DMIEXPO June 2019 Summurai Recordings
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It is important to explore the user’s journey. What you will find is that people use different technological devices at different times of the day. When thinking of audio, these usually fit into times when listen is not the main activity, such as driving to and from work.
Usually when people read an article they go through the following journey: discovery, visit, and decide. However, in many cases, the user will decide to leave the article. Therefore, we need to figure out how to best utilize this decision point.
This gives us an opportunity for the next generation of content with audio. By adding the option to let readers send a piece of content to their phone so that they can listen to it later, you can get greater engagement.
However, we still have the problem of writing content. How do we solve this?
Summurai offers a different way of thinking on content. Instead of creating your own content,
Summurai offers the creation audio summaries for the world’s top existing content.
Your audience will get the most relevant and high-quality content, digested into short bottom-line summaries sent to their phone, and you’ll be able to put enjoy the credit for offering that service.
If you got to listen to the conference summary, you already know what’s the value of that…