In content marketing, keeping the attention of your audience is the biggest challenge you face. In fact, attention has become the most valuable asset for all online businesses.
Creating content that engages them in new and exciting ways is the only way for content marketers to gain an advantage in today’s market.
By understanding what makes content innovative, and being familiar with the tools used to make it happen, you’ll have new ideas for your own content that will enhance the growth of your audience.
Innovation for Attention
The purpose of your content is unique to the needs of your business. Its goal is to share ideas that are useful and relevant to your audience. Content can come in the form of news, entertainment, storytelling, and education.
But as many content marketers are realizing, getting the attention of users is becoming increasingly difficult. With so much content available, information can become repetitive.
The trick is to provide valuable information in a way that is new to the user. But most content marketers focus on providing more technical expertise to outshine their competitors. But this doesn’t necessarily make them innovative.
Defining Innovation
The best content marketers are those who have a sense of what needs to be communicated to achieve the greatest response. They consider the “how” of content marketing.
They are able to find new ways of sharing ideas and information. They can take content that has been distributed repeatedly and provide a fresh take on it that engages their audience on a deeper level.
They use new ways of laying out their content. They leverage design tools to create something users have not seen.
Now, businesses everywhere are reconsidering the ways in which they provide their content.
Tools for Innovation
Some of the most innovative sites are using development tools to give their content a new level of interaction. These include such things as webGL and SVG.
Using these tools, content marketers make their information more interactive with effects that are simple to apply and give their content a look that increases its sharability.
In particular, SVG allows you to create images that are smaller in file size. This makes them much more responsive than traditional .jpg and .png files and prevents the slow loading that traditional images can cause.
Most importantly, content is moving towards more interaction as well as engagement. This is where the best content marketers are putting their attention.
They’re familiar with many of the languages involved in web development. This gives them an edge in their creative processes and results in highly viral content.
In addition to webGL and SVG, marketers are using HTML5, CSS3, Infinite Scroll, and JavaScript with astonishing results.
As content marketing grows in the near future, innovation will be at the heart of how businesses grow their audiences. This won’t replace the basics of SEO, which are still essential to online success.
But finding new ways to attract new visitors will require new ways of presenting your ideas and information. This requires that you create some level of innovation around your product and services.
By doing so, you’ll find your content spreading more rapidly to new users and your business growing as a result.
If you’ve been able to innovate your own content using similar approaches, share how you’ve done it in the comments below.
