Snackable content is fancy marketing speak for short form, high impact visual content: image, videos or infographics. In today’s #LOL technology drenched world your business needs to create mouthwatering content to stand out.
Why You Want to Create Snackable Content Feeds
- When consumers are in a rush they select a product with the most visual appeal. Visual trumps everything else.
- Consumers and professionals only remember 20% of what they read.
- Photos are “liked” 2-3X more than text.
- People are visual: 57% consider your web site design as the primary determinant of your brand credibility.
- We are moving into the “goldfish marketing zone” - the average attention span of a consumer was 8 seconds in 2013 - the gold fish comes in at 9 seconds (you do the math).
- Content with images drives 94% more total views than content without.
- 2 Billion blog posts are written every day: many have no images or infographics. Stand out from the herd.
- Visual content is processed 60,000 times faster in the human brain than text.
- 42% of all posts on Tumblr are images
- Press Releases with images and a video drive 58% more engagement.
- The web is moving to visual from textual: YouTube, Pinterest, Vine, Snapchat, Tumblr, Instagram, Visualy, Imgur are reshaping how the web is “consumed”.
Christian Louboutin Image (Brand Driver: Short on Product Placement and Long on Visual)
- Distill and remix existing content to make it “snackable” - use an existing section or thought in a blog post and turn it into a phrase, a hashtag or an image.
- Newsjack localized or topical content to build an intersection between your customer and your business.
- Try to create snackable content that pays it forward: we embedded a download link to our Dropbox account in a blog post about Editorial Calendars.
- Dig in to your customer comments, stories, critiques, thoughts and repurpose with an image. For small brands with not a lot of traction this is harder. Be creative.
- Drive social amplification across targeted groups or discussions on social platforms.
- Try not to overtly promote your business brand or products; this will come later. Your building awareness and shareability first.
- If you have no ideas (can’t get started) ask your customers and listen to feedback.
Petco/Petsmart: “The Cost of Cute” (mini infographic)
Content & Image Strategy Your Peers are Using
- Blog: 76% use blogs to drive content marketing and see 2x increase in traffic and a 5x in leads.
- Articles on web site
- Case Studies and White Papers
- Mobile Apps
- Branded Long Form “evergreen” content
Smithsonian Institute: Native American/Cultural Heritage (wonderful captures the moment image)
Seven Key Content Marketing Metrics
- Stellar curated content still drives engagement: an editorial calendar is just a horizontal tool.
- Mobile usage is driving 30-50% of content “consumption” (be mobile savvy) but “brand stories” may drive significantly more engagement: mix and match the size of your content (long or short form).
- Content syndication is increasingly more important in today’s “technology drenched’ world: use rinse and repeat cycles to reach today’s distracted consumer and professional.
- Personalty still drives content engagement for B2B and B2C brands and it’s becoming increasingly more important to use imagery that gets attention in the marketplace. Note: LinkedIn’s move to an image centric feed.
- Content Measurement is Critical: have a finite grasp of these ROI drivers: Unique Visitors, Page Views, Return Visits, Time on Site, Bounce Rate, Engagement/Virality (ReTweets, Shares, Likes, Comments), Revenue or Lead Generation.
- Mix and match “snackable” short form content (images, video, infographics) with “evergreen” high value content to drive brand engagement, incremental traffic and revenue.
- Build in cross platform marketing on all top tier platforms: Tumblr, LinkedIn, Twitter, Pinterest, Facebook using plugin to automatically “push” content to other platforms or pure play content syndication cloud based services.
Getting Attention with your Images and Content
- You have ten seconds to get the attention of your visitor. The usability maestro Jakob Nielsen’s Darwinian logic is spot on for content marketers.
- Headlines drive the visitor into the text; or not! Be compelling.
- Know your visitor – what do they want to read and how do you educate?
- Try to integrate some emotion or personality into your content.
- Confusion kills: God knows all content marketers struggle with this. Try to be concise.
- Text should broken up with headers, bullets or numbers.
- People read in an “F” pattern, starting at top left and moving down.
- Go lean and mean with your text. #lessismore
- Bullets and Numbers are smartphone friendly – use them or lose the visitor’s attention span.
- Mix and match practical images with “creative” images - some times the wackier the better.
Viral (11M+ views) Nike: “Make it Count” (Casey Neistat)
Torie and Howard: “Our Promise Page” - understated branding
Fox: “New Body Wear Collection” Ad ” jumps off the page”
30K Foot Snackable Summary: Curated in Some Manner, Pays it Forward, Tells Story, Has Good Headline, Incorporates Visual Impact, Shareable via the Social Web, Features Quality Graphics (the gotcha: “quality” is always subjective”).