In This Chapter
Looking at the “attention web”
Changing the way we measure attention
Making content easier to consume
Using interactive content
Do you know the thing that all marketers desperately want in 2016? It’s your attention — to what they have to say and sell. Since the advent of our “always on” culture, the competition for your attention has been fierce. In fact, most of the content created by companies is never seen by its prospects.
It wasn’t always hard to get people’s attention. In the previous century, when you wanted to get a customer’s attention, you would send him your marketing material and give him a call. The prospect was usually receptive because you were the keeper of all product information. Those days, however, are over.
But conversations do help develop relationships, and relationships help you get and keep your customer’s attention. So what can you do to compete with other producers for consumers’ attention? There is no shortage of content from your competitors that identifies each one of them as the one to choose. ...