Is Your Content Binge-Worthy?

By Dan Trefethen

At the 2013 MacTaggart Lecture Kevin Spacey spoke (in reference to House of Cards and Netflix) directly to a room full of television executives telling them to go with the flow and give audiences “what they want, when they want it. If they want to binge then we should let them binge.”

Netflix is a huge embracer of the “binge” mentality. Full seasons of original shows are released all at once instead of serialized, and videos automatically queue up immediately after one has ended.

And while Netflix has certainly enabled binge-experiences to advance in culture, audiences were already leaning that way before streaming platforms. Even in the aughts or late 90s, you’d here stories of full weekends being usurped by DVD marathon sessions of full TV seasons (or series).

Now “binge” options are widely available in all sorts of mediums. From online shopping to TV streaming to Spotify to “getting lost” in Wikipedia, interest in any subject can become voluntarily intense.

The compound verb “binge-watch” has even been officially added to the Oxford Dictionary.

I’m definitely no exception. When I get fascinated by something whether it’s a new author, band, or filmmaker, I deep dive to learn and experience as much as possible on the person or thing in a very short period of time – I want to know everything immediately.

This is a crucial concept for all marketers to understand – when you’ve grabbed someone’s interest, everything needs to be shiny and ready for their binge experience into your brand and product.

To be prepared for this, let’s look at six different tactics marketers can start employing today so their content is aligned for a binge experience.

1. Make Your Content Easily Discoverable

It seems like a simple point, but there’s a lot of content out there and not all your customers are going to be looking in the same place or for the same thing. Browse around the web from the perspective of one of your buyers and see what you can find. Are your answers to their questions showing up? And are they in the right places?

Your content should be spread out and promoted across multiple channels, but also be appropriate for each.

If you’re promoting an ebook on social media like Twitter or LinkedIn, consider creating a short infographic of the ebook that can hook people in quick, and then lead to the ebook – a path to start a binge experience. If you just link straight to the ebook, the time investment may be too much for the browser, and they’ll move on.

Here’s what a solid, cross-channel promotion cycle should look like for one strong piece of content:

Promotion-8-week.png

2. Are You Using Video?

YouTube has taken over the second-place spot as the most popular search engine. Do you have a YouTube presence? Does it aim to drive interest and lead to more content?

For a real life B2B example, let’s look at HCSS – a construction project management software solution. Without doing anything over-the-top glamorous Go to the full article.

Source:: Business 2 Community

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