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The Content People Want Today

One of the defining realities of the Internet is that it’s always changing.

That goes double for content marketing. What worked last month may not work today. Technology changes quickly, as do the desires of your audience.

So what does that mean when it comes to producing great content that attracts visitors that turn into customers? Some fresh new research data from HubSpot shows what people really, really want today.

The big picture is pictures – moving pictures actually. The steady march of video continues as the web turns from a text-based channel to a video-based channel. HubSpot found that Internet users are shifting to visual content and finding and consuming content within social media channels rather than going directly to blogs or long-form media outlets.

Source: Hubspot

Now this data doesn’t mean it’s time to give up on blogging or podcasting, rather it means that marketers need a diversified strategy, spreading content around multiple channels instead of relying on one only.

We’re also seeing significant differences in how people consume content. Think about what you read or watch on the web – what type of content both captures and keeps your attention? HubSpot’s research found that long text posts are going to be skimmed, while videos and photos are likely to be more thoroughly consumed.

Source: Hubspot

So what’s the take-away for marketers? Look more to videos and photos as you develop your content strategy, and make sure your content is easily found and shared on social media.

Allan Gates

Allan Gates is a partner with Bonfire.