Every day is a series of decisions – many of them so subtle and routine that you don’t even recognize them as choices. Take your daily online life, for instance: through every platform you log into, you have the option to engage with hundreds – even thousands – of pieces of content.
Every so often, you might take the time to explore a piece of content when an interesting teaser pops up on your screen. Still, how often do you really find yourself captivated by a blog post or article on a site, or written by a source, that you don’t already regularly interact with?
Chances are, it’s not that often that you venture out into unchartered content waters. According to a few sources, the average website visit lasts just 15 seconds – potentially less. On top of that, website visitors typically read less than 30% of the words on a page (both statistics according to the Nielsen Norman Group).
With this fleeting dwell time – the time that users linger on your page – every word you put out must amount to meaningful content that builds both audiences and strong brands.
Creating content to build a regular following
Grabbing the attention of digital audience members is only a small part of the content marketing battle. The real success occurs when you hook visitors for long enough that they delve into your into your content — and then they keep coming back for more. Regular readership is the ultimate goal.
To accomplish this, marketers must reliably deliver the substance that people want – content that they don’t feel like they can get anywhere else. Consistent delivery of such in-demand material will establish your content channels as a routine stop for people on their digital routines.
One reliable way to churn out the high-quality material that people will want to consume is through content atomization – the process of breaking one large piece of content into multiple pieces, in varying forms for different digital channels.
Making the most of your content to satisfy readers: a step-by-step guide
Atomizing content requires more than human management. What it takes is a digital asset management (DAM) software platform – a centralized hub of all your digital files (images, videos, documents, audio files, VR files, and so on), through which you can automate and optimize processes (based on content intelligence, too).
For example, below is how Digizuite DAM users execute content atomization:
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Step 1: Mine all asset data stored in the solution to identify every bit of relevant content for each established customer journey.
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Step 2: Integrate the Digizuite DAM with all key marketing technology platforms for content delivery.
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Step 3: Atomize every piece of existing content (from Step 1) that has potential for repurpose or recreation with a new spin; for example: take the topic of a heavily downloaded white paper and use subtopics as subjects to produce infographics, blog posts, or email nurture campaigns.
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Step 4: Set up automated workflows to select and distribute personalized brand messaging and rich media content to website visitors so that they receive unique content as they progress through the customer journey.
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Step 5: Monitor results and track asset success through Digizuite’s business insights and analytics features. Then, make guided decisions for future content.
Going through this process of atomization, you will find your organization’s content sweet spot. It becomes easy to capitalize on your areas of expertise.
Building brand loyalists with the right content
By definition, a brand is “an identifying symbol, mark, logo, name, word, and/or sentence that companies use to distinguish their [offering] from others” (Investopedia). Branding is all about the things and personal feelings with which an audience associates your business.
Strong brand messaging is important because, in a world where people are flooded with product options, whether or not you get someone’s business depends largely on how you make them feel – how confident your messaging makes them about turning to your company for guidance, and ultimately, for a solution.
According to Forrester Research, “while companies like Amazon and Uber have captured market share and gained influence in the past ten years, it is brands that will be the real winners in the next decade. Brands like Nike that have pulled their products from marketplaces already understand that they must be in control of their own products to build unique experiences that create loyal customers” (Forrester Research, Inc. “Consumer Buying Enters a New Era and B2C Firms Must Prepare.” August 12th, 2020).
Laying the “right content” foundation
Building audiences, and brands, are huge undertakings. And, the first step is building the kind of content that is going to attract and nurture engaged audiences.
Inevitably, the ongoing production of meaningful builds both solid audiences and strong brands. So, don’t wait any longer to take on a new perspective on eCommerce: it’s time to focus on getting the right content out to all of your potential buyers.
Want to find out how DAM could enable your sales channels?
Schedule a call with a DAM expert today to find out more.
