How To Maximize Your Content's Impact in a World of 8.25-Second Attention Spans
Social media is riddled with boring content.
You see it all the time — and of course, you quickly scroll by.
Now, it’s one thing if other people do it.
But, take a look at your own content for a moment.
Be honest.
Is it genuinely interesting? Or is it just “boring old content”?
As we move into 2023, people’s attention spans are getting so much shorter. According to BBC, the average attention span in the year 2000 was 12 seconds.
Today, it’s down to 8.25 seconds.
Which means if you’re serious about creating content that converts your audience into buyers, you MUST be interesting.
Your content needs to be worth people’s limited attention.
If you’re only posting meaningless platitudes and regurgitating content you see online, you’re not going to get very far (trust me, I’ve been there).
So how exactly do you make your content worth consuming?
The 5 pillars of interesting content.
Let’s dive in.
Pillar #1: Be interested
Nobody likes a boring teacher.
Picture a middle-aged guy standing up at the front of a classroom giving a lecture in the most monotone voice you’ve ever heard.
He doesn’t even appear to enjoy what he’s teaching!
Makes you want to fall asleep, right?
Well that’s exactly what your audience feels when you’re not interested in the subject you’re talking about.
They can sense the inauthenticity.
If you’re not interested, they’re not interested.
Pillar #2: Use active voice
What’s the difference between active and passive voice?
Here’s an example:
Passive: I was chased by the dog
Active: The dog chased me
See the difference?
If you’re like most people, you’d much rather read the second sentence.
It flows better.
It feels better.
Not to say that passive voice isn’t “proper English”, but when it comes to interesting writing, always opt for active. And if you’re not sure which is which — just use The Zombie Test.
Here’s how it works:
If you can add the phrase “and by zombies” to the end of the sentence, it’s passive → I was chased by the dog and by zombies.
If you can’t, it’s active → The dog chased me and by zombies.
Pillar #3: Tell Stories
Humans have been telling stories for tens of thousands of years.
Stories are what make us who we are:
we tell stories to laugh
we tell stories to teach
we tell stories to inspire
We’re wired for them.
And since we’re wired for them — we’re attracted to them.
So instead of telling the plain old facts, try transforming them into stories:
frame your beliefs as a story
frame your values as a story
teach a concept as a story
A good story will keep people engaged.
Pillar #4: Be opinionated
There’s an old phrase in sales — if you sell to everyone, you sell to no one.
It’s no different with content marketing.
If you keep your controversial opinions to yourself and only talk about the obvious stuff (what everyone agrees with), no one’s going to resonate with your message.
I know controversy is scary.
Controversy pushes people away.
But here’s the cool part:
Controversy pulls some people even closer.
Like in politics.
People get HEATED against each other (and that’s because of the controversy — it creates division).
When you share your radical opinions…
more people will gravitate more strongly toward your message.
I often talk about how you shouldn’t be using ChatGPT to create your content. It may be easier and more efficient, but it only makes your brand more generic.
Some people don’t agree, but others do.
And the ones who do agree, really agree.
Pillar #5: Cut the fluff
We’re taught in our early school days that longer is better (which couldn’t be further from the truth).
Longer doesn’t mean better.
As I mentioned before, people’s attention spans are decreasing by the day.
We’re busier than ever.
Which is why you need to be concise.
Ask yourself — “What’s absolutely important that people know?”
And then cut everything else.
To recap:
Pillar 1: Be interested
Pillar 2: Use active voice
Pillar 3: Tell stories
Pillar 4: Be opinionated
Pillar 5: Cut the fluff
Joshua Snitgen the founder & CEO of WordButler — a content management company helping businesses build a more intimate relationship with their audience through email marketing (based on their existing YouTube videos, IG Reels, podcast, etc.)
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