8 סיכומי מאמרים מחכים לך

20 דקות

    • Brafton

      אז... כמה ארוך צריך להיות בלוג פוסט?

        It’s a question asked by content writers and SEOs everywhere. The answer is elusive. Google this question, and you’ll get numbers across the board, and none of them seem conclusive. The truth is, all of these are partly right. The other truth – one that’s either liberating or frustrating (or both) – is that the right word count depends on your content and goals. But your goals go beyond that. You might write a piece that you hope will generate a lot of social shares, or a piece that will become the go-to guide for solving a common problem in your industry. If you’re aiming to rank for a specific keyword (and you probably are), long-form content is generally the way to go. The average Google first page result word count is 1,890, according to Backlinko. Longer articles support SERP success in a few ways. For Google to rank you higher in search results, your content needs to be valuable to readers. Google can only make that determination if you have enough content to show Google that you know what you’re talking about. The longer your articles are, the more context Google will have and the more likely it’ll identify your piece as worthwhile (granted that it actually is, of course). Content that is about 500 words or longer will require additional structural elements within the copy, like subheadings and images, to break it up. Without HTML tags and design cues, articles become seas of gray text incapable of holding readers’ attention. Plus, with no visual anchors or points of reference, it’s easy to get lost in that sea. Subheads and image alt text provide Google further context about your content, which should help you rank higher. When you write longer blogs about a given subject, you’ll usually end up with a more comprehensive article. It’s more likely to answer the specific questions your readers are searching, and that means they’ll stay on your page for longer. Google notices which pages readers are spending their time on (through metrics like dwell time, bounce rates, the number of unique sessions per user, among others) and rewards those pages. Though it’s generally accepted that longer content will perform better in SERPs, this rule of thumb isn’t perfect. In a guest post for Moz, we pointed out that our research showed otherwise. We looked at how word count correlated to keyword position, as well as how word count correlated to additional keyword ranking (outside the targeted keyword). In both cases, word count didn’t make a difference. Granted, all cases in the data we took into consideration were blog posts with word counts of at least 900 words. We weren’t analyzing 300- or 500-word articles. Could this have made a difference? In the article, we ponder whether Google has a long-form threshold that’s lower than 900 words, above which there is no added value for more content (in rankings, at least). We doubt it, but there’s always that possibility. A good social strategy supports your blog by keeping your content top of mind, engaging with your readers or customers and taking advantage of the many paths people may take to find your website. A BuzzSumo analysis found that articles between 3,000 and 10,000 words were shared most often, with 8,859 shares on average. Articles that were 1,000 words or shorter got fewer than 5,000 shares on average. Buffer similarly found that blog posts that were 2,500 or more words received vastly more social shares than those under 2,000 words. A unique aspect of social media shares is the fact that people often don’t read the articles before they share – at least not in their entirety. One study found that 59 percent of people don’t click on article links before sharing them on social media. People share based on perceived value. They read the headline and perhaps even the description, then share based on their personal opinions and preconceived notions. Even when people click on articles, they typically don’t read the whole thing. Only 20 percent of people finish the articles they begin, and the average person only reads 25 percent of articles, according to Sumo. Instead, they skim and scroll. That’s where subheads, images, charts, bulleted lists and other easy-to-consume elements benefit your content. The more value a person perceives just by glancing at the title, headlines and other features, the more likely they’ll share it. Establishing your company as a thought leader in your industry is a great way to gain respect and customers alike. And content marketing is one method to demonstrate your leadership. Long-form content can support your case that you are knowledgeable and trustworthy. In many cases, it’s easier to include more research and insight in long-form content than shorter posts. If you’re limited on words, you’re simply going to have to leave out some details. Conversely, if you can write a well-constructed long-form piece, you could include all aspects around a subject. If you’re addressing a particularly multifaceted topic, you’ll only be able to touch on all the importants points if you give yourself the room to do so. Consider the article, “Clever Company Newsletter Ideas to Wow Your Audience” that Chelsey Church wrote for the Brafton blog. At 1,839 words long, it’s quite the read. But Chelsey provides relevant, helpful information for anyone trying to improve or create their company newsletter. She not only uses this article to point out ideas and examples, but also information about why they work. As with any other aspect of your content – like subject, tone and the types of images you use – article length depends on your specific audience preferences. Do your readers typically like long-form content, or are they more likely to engage in shorter posts? The best way to gather this information is by observing the performance of your own content. Use Google Analytics to see how people interact with your articles of varying lengths. If you see high bounce rates on longer articles – or shorter ones – that could potentially be a sign you need to adjust your word counts. There could be a number of factors that make your readers close a tab. Consider things like content quality, site speed (if a mid-article graph never loads, or loads slowly, it’s going to result in poor user experience), the number of images you use and the structure of your article. You can also turn to data from other sources to guide your word counts, too. As Neil Patel pointed out, his own observations indicate that certain industries do better with longer articles than others. Content about gadgets, for example, performs well when it’s between 300 and 500 words. Fashion also has lower word counts: between 800 and 950. On the opposite end of the scale, marketing and advertising-related content does best between 2,500 and 3,000 words. Sales also has longer word counts: between 2,500 and 2,700. There are tools you can use to help determine how long your content should be. SEMRush’s SEO Content Templates give you recommendations based on your top 10 rivals in Google for that keyword. This is the result for the keyword “long-form content:” MarketMuse will also give you an idea of how long your content should be. In these reports, you can see the average word count for competitor articles on the same keyword as well as a MarketMuse recommendation for the word count you should aim for. Here’s what MarketMuse suggests for the term “long-from content:” While the average length created by competing articles is a little more than 1,600 words, MarketMuse suggests more than doubling that length for the best results. One reason for this could be related to the keyword difficulty. “Long-form content” is harder to rank for, so you would want supporting topics and a more comprehensive piece for it to be competitive. Additionally, as you can see, the recommended word counts between resources varies quite a bit. The key, as always, is to use your best discretion in terms of the quality of your content (are you answering all reader questions?) and what your audience really wants (do they tend to click away from longer or shorter articles; are they more likely to share a longer article)? It’s clear that longer content generally performs better in SERPs and on social media, but there’s a catch. Your word count means nothing if the writing isn’t good. You could spend a day writing a 3,000-word article, but if people can’t read it or don’t gain value from it, you’re not going to hit your ultimate goals. The starting point for a quality article is relevant information. The goal should be to answer all the questions your reader might have on the topic you’re targeting. The ideal content length is however long it takes for you to answer those questions. As noted, your reader probably isn’t going to read your entire 2,000-word article from top to bottom (are you still with me, by the way?). Structuring your article to make it scannable will make it easier for the reader to find what he or she is specifically looking for. There are a couple aspects of good content structure. Paragraphs should be on the shorter side – a couple of sentences works well. Even a short line between paragraphs can help draw the reader deeper into the article. Subheadings are also helpful. H2 and H3 tags add SEO value but also tell the reader what information is where. In this article, for example, you would know where to find information about using data to determine content length as opposed to what to keep in mind for each goal you have for content. As you scroll through this article, you stopped here to learn more about long-form content structure. Images add more value for the reader and break up your text to make it more visually appealing. You can use an image to more clearly illustrate a point. People learn well through visual communication and are more likely to remember messages that have a supportive visual aid. Sure, you want to provide your readers with useful information, but your end goal is to increase your social following, earn the trust of a prospective client or make another type of conversion. To make that conversion, you need to include a call to action. Placement matters here. Your reader probably isn’t going to get all the way to the end of your article, so don’t place a CTA only at the bottom where very few will see it. Embedding multiple CTAs throughout an especially long piece can help increase conversions. One strategic method is to determine when, exactly, the average reader leaves the page. Once you know this – determined by a heat mapping tool or time-on-page metric – you can insert CTAs at the precise time to discourage bounces. In Sumo’s study (the one that found the typical person reads only one-quarter of an article), the author found that the average reader for his personal blog dropped off after 32 percent of a post. So, he added a scroll box to capture email leads at about the one-third mark. His scroll box saw a 6 percent conversion rate. In the end, the answer is still the ambiguous “it depends.” As long as you’re providing meaningful content that answers reader questions and is well-written, you’re on the right track. This post is coming in at about 2,150 words.

        מולי פלואי החליטה לקחת ברצינות את השאלה הקלאסית של אנשי התוכן והשיווק ולתת לה את ההתייחסות המעמיקה שאתם מחפשים

        03:16
      • Marketing Land

        איך להשיג תוצאות מעולות עם תוכן שפרסמתם לפני המון זמן

          A major benefit of high-performance content marketing is that it doesn’t have to retire. If a blog post, article or any piece of content does exceptionally well pulling in traffic, even for a short span of time, the topic can inform future content marketing choices. Expert content marketers know this and often recreate and update content that has delivered, giving it a second life and more opportunities to drive bigger results. SEO consultant and podcast host Dan Shure was able to take one of his client’s previous columns that had been part of a series answering reader questions and turn it into article that delivered substantial organic search results. The original column was part of a reader response series on Mark’s Daily Apple, a fitness and nutrition website. The ‘Dear Mark’ column was a response to a question about intermittent fasting, serving only one objective – to offer reader feedback. The objective shifted when the column was identified as content that could be repurposed. “The objective did change because [Mark’s Daily Apple website owners] saw over the years that the article originally drove search traffic, but that search traffic to this single article had declined. The search traffic was accidental, so the objective became to totally refresh the old ‘Dear Mark’ entry into an actual up-to-date post which could drive search traffic.” “The set-up was done with both the user experience and the Googlebot’s experience in mind,” said Shure. Users would see a note that the article had been updated and that they could visit the archived version if they wanted, while the Googlebot could identify the connection between the old and new version, but not index the archived version. Without any extra promotion, the newly produced article resulted in high visibility and a significant upshot in traffic once Google picked up the updated article. Brad Smith, founder of the content marketing agency Codeless, said his team often refreshes old content to keep it relevant and deliver better results. “Basically, we take content that historically performed well, but is starting to slip, and rewrite it, update, etc.,” said Smith. One example provided by Smith included an update to one of his company’s own “listicles” that involved 22 tips and approximately 5,500 words. “The content was solid, but kind of all over the place. And even though it ranked fourth without any real promotion or link building, we could tell that it didn’t really perform for us in terms of driving leads,” said Smith. “Literally, everyone that came to this page almost left immediately,” said Smith, “Our goal was to completely rework it so that people wanted to actually stick around, and also bring it more in line with our current positioning for potential lead gen.” Smith’s team rewrote the piece entirely, reducing the word count to 1,500 words. They also added a “real life” example within the content to increase engagement and an audio version of the content recorded by a voice actor. Custom, branded images were included throughout the content to illustrate different points and the team tested headline variations to determine which performed better. “Creating custom, branded images and video didn’t just help on-site content performance, it also provided us with ammunition for creating better ads too,” said Smith, “One little investment boosted page engagement and lowered ad costs. In the three ads we created for this campaign, the headline and description copy were exactly the same. The only difference was the media asset.” Smith says the “Custom” variant of the ad outperformed the other two with a $0.439 cost-per-click (CPC). The “Custom” version of the ad used a custom image versus the “Featured” version which defaulted to the featured image used in the post. Smith’s team found that the “Featured” version with the default image performed the worst of the three ads at $1.486 CPC. It’s worth noting here the custom image far outperformed the featured image as most companies do not use custom media in their social posts, instead relying on the featured image that is automatically inserted within the ad. “That’s another 70 percent CPC cost savings on social distribution that most companies leave on the table by sticking with the default featured blog post image,” said Smith. The video option was second at $0.617 CPC and a 1.051 percent click-through-rate. Overall, Codeless was able to drop exit rates for the content by 23 percent and increased the average session duration from SERP visitors by 280 percent.

          מי אמר שצריך כל הזמן תוכן חדש? בואו נדבר על התוכן הישן שלכם...

          02:55
        • Linkedin

          6 דוגמאות תוכן מעוררות השראה מחברות גדולות

            There’s a reason why 92% of B2B marketers use LinkedIn to distribute content. In particular, amplifying employee voices and sharing behind-the-scenes stories have proven to be great ways for big-name brands to present a dimension of relatable authenticity. In this post, we recognize Page admins at a number of enterprise organizations who are using their LinkedIn Pages to showcase impactful content, build brand love, and turn their employees into advocates. Whether you want to shape perception of your brand by sharing authentic content, build thought leadership by highlighting innovation, or attract top talent by showing off your culture and values, LinkedIn Pages have helped countless enterprises accomplish their business goals. Read on to discover how six recognizable enterprises use LinkedIn Pages to gain an edge. For more standout examples, make sure to download our LinkedIn Pages Enterprise Playbook. Not too long ago, General Electric shared a video of a new technique for 3D printing titanium wheels with ultra-complex designs on their LinkedIn Page—and it took off. The video has been viewed some 160,000 times, garnering more than 120 comments and nearly 5,000 likes. The video helps GE connect with relevant audience members by showcasing innovation on a platform that its target audience already uses on a regular basis. GE saw an opportunity to breathe new life into its brand story by sharing cutting-edge technology in a creative and engaging way. They brought audio and visual appeal to the LinkedIn feed, using charged music and a variety of slick aesthetic elements to keep viewers engaged until the end. The University of Southern California turns out an impressive roster of graduates every year, including Pocket Sun, Managing Partner and Co-Founder of SoGal Ventures. After graduating from USC, Sun went on to gain a stable corporate job, but had to quit once her work visa wasn’t approved. She then attended graduate school at USC, where she studied Entrepreneurship and Innovation, and eventually went on to found the first women-led, millennial venture capital firm, SoGal Ventures. Recently, Sun snagged a spot on the cover of Forbes Magazine, and USC promptly shared the story on its LinkedIn page. Very quickly, the post garnered nearly 900 likes. Sun’s story ignited the pride of other USC alumni and employees, as well as entrepreneurs everywhere who saw and engaged with the story on LinkedIn. Amazon uses its LinkedIn Page to share employee voices and foster engagement within its extensive workforce. Recently, the e-commerce giant asked its employees to describe their roles at Amazon in three lines or less, and shared the results with the company’s vast LinkedIn following. The campaign drew significant participation—more than 6,500 likes and nearly 200 comments. By amplifying employees’ credible voices within their professional communities, Amazon could more authentically promote its brand. Employees were given a chance to share their professional journeys while also inspiring others in their network to consider a career at Amazon. Intel Corporation’s HR leadership program helps young professionals move up the corporate ladder at Intel. A former Intel intern, Krupa Ravi, worked for Intel as a college student and eventually became a full-time employee. To showcase Krupa’s story, the Intel team leveraged LinkedIn. Sharing the post on LinkedIn led to more than 1,000 engagements from professionals congratulating Krupa on her success, and even asking Intel if the same trajectory is possible for them. By sharing Krupa’s story across the right channels, Intel has attracted top talent and inspired others to apply for an internship or full-time career at the corporation. Using LinkedIn as a jumping-off point, Best Buy shared the story of Donald Grabski, a 76-year-old Air Force veteran, former DJ, and chef who came out of retirement to work at Best Buy because of his love for the brand. More than 400 of users flocked to the post—liking, sharing, and commenting with praise for both Grabski’s work ethic and Best Buy’s sharing of his story. Highlighting people like Grabski helps Best Buy transform its brand narrative from that of a large tech retailer to that of a company that cares deeply about its employees. Sharing content that your company has contributed to is a simple and effective way to establish yourself as a thought leader within your industry. For Sephora America, the opportunity arose when the team’s Chief Merchandising Officer was quoted in an article featuring advice from the beauty industry’s most successful female executives. Sephora shared the article on its LinkedIn Page to engage its audience. More than 600 likes later, the story proved to inspire Sephora’s followers. Comments such as “Thank you for the inspiration!” and “This is great advice” helped situate Sephora as a thought leader in the beauty industry, while increasing engagement and viewership of the post. Countless enterprise companies rely on LinkedIn to build brand affinity, showcase innovation, and attract top talent. Our LinkedIn Pages Enterprise Playbook offers more examples like these, and shows how your company can:

            מה אפשר ללמוד מהחברות הגדולות ביותר? קבלו 6 רעיונות לתוכן מעולה מאינטל, ג'נרל אלקטריק, בסט ביי ועוד...

            03:04
          • Digitalinformationworld

            מה כותבי התוכן המצליחים ביותר עושים אחרת מכל השאר?

              מה ההבדלים בין בלוגרים עסקיים שמצליחים לייצר תוצאות מעולות לבין כל שאר הבלוגרים?

              03:24
            • Backlinko

              ניתחנו 912 מיליון בלוג-פוסטים וזה מה שלמדנו על Content Marketing

                Hey Brian, great article and thanks for sharing. One question: how would you approach someone (journalist/blogger) to share this stuff? Especially for a new website, it can be hard to be heard (excuse me the joke).

                התשובות לכל השאלות על תוכן אפקטיבי, ממחקר של מליוני פוסטים

                02:50
              • Content Marketing Institute

                איך מסבירים Content Marketing לאחרים?

                  Editor’s note: Explaining content marketing is a never-ending challenge. That’s why we’re bringing back this post from last year with some updated examples. The concept of content marketing has been around for hundreds of years (see an example from 1672), and the discipline has gained incredible popularity since 2010, according to Google Trends. But, when CMI launched its e-book that answers common content marketing questions, it learned many readers are just getting started. For those in that category – or those who encounter misperceptions or misunderstanding about what content marketing is – I offer a quick rundown for easy reference. When people ask what you do, does your response receive a quizzical look? “So, what is it exactly that you do,” they ask after you explain your job. My husband was in this camp until he told me about a newsletter that covers trends affecting financial markets. He looks forward to receiving it each day. He explained that the newsletters didn’t have anything to do with the funds the broker was selling, but the information was solid and valuable – and it was useful research for the investments he makes. “That’s content marketing,” I explained. It was an aha moment for my husband’s understanding of content marketing – content marketing is educational but is not about the products the company sells. The vendor offers such good information that you become loyal to the brand. While all the ways American Girl connects to its audience are too numerous to cover in this one post, I’m particularly amazed by its print publications. For instance, The Care and Keeping of You is a book all about growing up for girls. It ranks second in its category (and 71st most popular among all books on Amazon). It’s from a brand selling dolls – but the subject has nothing to do with the dolls. For parents, think about BabyCenter. When I was pregnant and then raising my older daughter, I considered BabyCenter to be required reading. It’s a perfect example of content marketing. According to its website, it is the No. 1 pregnancy and parenting digital destination, and eight in 10 new and expectant moms online use BabyCenter each month. The site is owned by Johnson & Johnson, which sells products for babies. Hopefully, those examples make it clear that content marketing isn’t about the brand, your products, or your services. It’s about your audience. What do they care about? And, more importantly, how can you be the one to provide something no one else is, which in turn elevates your brand from a commodity to something people embrace? Pull-A-Part, a U.S. chain of DIY auto-recycling yards, has created a one-of-a-kind video series, including this one on how to convert an undrivable vehicle into a pickup worthy of a tailgate. Content marketing is different than traditional product-marketing efforts like sales collateral and other product-specific info. Content marketing includes things like educational articles, e-books, videos, entertainment, and webinars that answer specific questions people have and provide them with something they can’t get elsewhere. It’s the best way to turn your product, no matter how common, into something that is not like everyone else’s. By becoming a credible, authoritative resource on topics that matter to potential customers, your business is more likely to get discovered by the right audience and earn their loyalty and trust – which, in turn, enables your brand to strengthen its customer relationships, grow an active and engaged subscriber base, and even increase its profits. While you may be nodding your head at this point and thinking, “Yeah, this is something I want to do,” you certainly shouldn’t adopt content marketing because it’s the “in” thing to do. Content marketing takes a lot of work, persistence, and patience – it’s not for everyone. But, it can be an ideal approach if you truly want to provide a better experience for your customers while making a positive impact on the business in terms of its perception and its bottom line. People are asking questions and looking for information via search engines like Google, and you want your business to be at the top of the search results. Answering people’s questions via blog posts, e-books, videos, and other content assets is a key way to make this happen. Of course, showing up is only the first step, but it’s essential if you want to reap the benefits of content marketing. EXAMPLE: Outdoor retailer REI does a great job of answering questions and assisting its audience through content. On its YouTube channel, it offers dozens of videos depending on its audience’s interests and needs, often answering common questions. Whether it’s a backpacker who wants to know how to use a compass or a cyclist who needs to know how to fix a bicycle chain, REI provides the answers. Your content is only as valuable as its ability to attract audience members and compel them to engage with your business on an ongoing basis — as subscribers, customers, evangelists, or, ideally, all three. Once you have an addressable audience, your content efforts will help increase sales, gather valuable customer insights, and activate your most ardent followers as brand advocates. EXAMPLE: Insurance company Liberty Mutual built a content platform – Master This – dedicated to helping people solve home and life challenges – to build skills and worry less, as the brand describes it. While Liberty Mutual’s ultimate purpose is to drive insurance sales, the content focuses not on insurance products but on information the audience will find educational and helpful. It also has expanded access to the educational content by partnering with HowStuffWorks and Amazon’s Alexa to provide educational content through the voice-activated device. Of course, generating revenue is a key goal for many marketers, and content marketing can be a powerful driver. When you build an audience that trusts you and wants to hear from you, they are more likely to purchase your products. For instance, CMI subscribers are more likely to take advantage of CMI paid offerings such as attending Content Marketing World than non-subscribers. EXAMPLE: TD Ameritrade produces its print and digital magazine, thinkMoney, for active customers – those who can make trades as often as hundreds of times in a day. In its early days, TDA put the program under review to determine whether it was worth continuing to spend money on the magazine. The leaders persevered and, after approximately two years, received confirmation of its value: Subscribers and readers of the magazine traded five times more than non-subscribers. Simply put, those who subscribed to this magazine became better customers for TD Ameritrade. Another reason organizations use content marketing is to create more loyal customers, which has the potential to increase sales through cross-selling or up-selling. In some cases, the brand can monetize content itself. EXAMPLE: Sainsbury magazine is the top cooking magazine in the United Kingdom, with 3 million paid subscribers — a content marketing effort that pays for itself. But, what’s even more remarkable is that, according to a 2015 survey conducted by the company, eight of 10 readers have bought a product from Sainsbury’s after reading about it in the magazine. Organizations also use content marketing because they can see similar — or better — results when compared to a “traditional” marketing program. EXAMPLE: Jyske Bank is a large Danish bank that now also functions as a media company. The company started using content marketing to get better results than its high-cost sponsorship marketing. It created Jyskebank.tv, which produces amazing financial programming, as well as compelling stories the bank believes are relevant to its core audience of younger consumers and small enterprises. Today, Jyske works with businesses interested in leveraging its media expertise: Instead of laying out cash to support outside opportunities, Jyske receives media partnership proposals from other organizations — an attractive option made possible by the credibility and reach the bank’s content program has helped it to build. Stay on top of content marketing definitions, strategy, and tactics with our weekday posts. Sign up today for our weekday (or weekly) newsletter and you’ll never miss a tip. Michele Linn is the co-founder and chief strategy officer of Mantis Research, a consultancy focused on helping brands create and amplify original research they can use in their marketing. Before starting Mantis, Michele was head of editorial at Content Marketing Institute, where she led the company's strategic editorial direction, co-developed its annual research studies, wrote hundreds of articles, spoke at industry events and was instrumental in building the platform to 200,000 subscribers. In 2015, she was named one of Folio's Top Women in Media (Corporate Visionary). You can follow her on Twitter at @michelelinn. Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Get Inspired: 40 Examples That Are Driving Content Marketing Forward FREE!

                  האתגר להסביר מהו שיווק מבוסס תוכן נשאר מורכב. הפוסט הזה אולי יעזור לכם במלחמה

                  03:19
                • Marketing Land

                  אולי התוכן הוא המלך, אבל ההקשר הוא המלכה

                    “Content is King-er” concluded a leading media industry prognosticator in the keynote address at the recent Media Insights and Engagement Conference, after he took the audience through a whirlwind tour of the changes in the ecosystem over the past year. He was doubling down on the oft-made claim that content is king with a purposeful grammatical error. Of course, we have all heard about the importance of quality content in the fight for viewers and the claim to the crown has become almost standard industry doctrine. One needs to look no further than the cult following of Game of Thrones, Breaking Bad, This is Us, and The Handmaid’s Tale to understand the impact of quality on a network or streaming service. While from the main stage, the content is king claim resonated, it was made to sound hollow as the conference unfolded over the next two and half days as session after session of media and research executives laid out their challenges and strategies to capture eyeballs today. Two interrelated realities emerged from the myriad presentations: We have reached a state of peak content and, in a world of good content abundance, the context of how we learn about, access and make choices is now nearly as important as the quality of the content. There is too much out there to watch. Every year, new shows make their debut and those already underway progress with new seasons. It is clear that content is rapidly accumulating, while the amount of time in a day, of course, remains the same. Creators, both traditional networks and streaming services alike, take notice. Lately, the term “Peak TV” made its way into industry parlance, finding as its metric the magic number of 500 scripted original series. According to FX Network’s annual study, we’ve arrived. In 2018, 495 scripted shows aired in the United States. That’s only slightly more than 2017’s 487 shows, but an increase of more than 100 percent since 2009, when just over 200 shows aired. If we broaden the scope beyond the United States and consider international programming (Peaky Blinders, anyone?), that number easily climbs to over 600 shows. To experience a mere 10 percent of last year’s available content, one would have had to watch at least 49 seasons of TV. In a world so thoroughly inundated with content, it turns out that “good enough is good enough” for most people. While the industry may recognize miniscule distinctions between content and crown the best-of-the-best at awards shows, the average viewer is not a critic and, as such, a great deal of simply good and even mediocre content is “good enough” to get onto their watch list. Overabundance of choice diminishes the role of ambiguous and subjective quality measures in influencing what viewers decide to watch, and instead emphasizes the myriad ways in which people come into contact with content. Today’s media landscape has turned the old saying “beggars can’t be choosers” on its head and made the converse true – choosers have become beggars, pleading for an easier way make decisions. On many occasions, I long for the days of three or four networks and one remote control. While choice was almost laughingly narrow by today’s standards, the process of discovering, accessing, and choosing what to watch was easy. Today, by contrast, I sometimes feel that I need the help of a computer scientist and a staff of content screeners to get a suitable program to play on my screen. I still have three remotes in my living room (Samsung, Fios, and Apple TV) and when I turn on the TV, I am met with a home screen with dozens of apps, many of which I subscribe to (Netflix, Prime, Hulu, HBOGo, YouTube and Spotify, among others). Yet, with all this choice, I most often go to my phone to check my social networks and conduct searches to decide what to watch. Winning the war for eyeballs for media owners, platforms and brands requires not only great (or good enough) content, but a clear understanding of the context in which viewers make choices. This is the starting point to making commercial choices about which avenues in the path-to-viewing to try to influence. Any contextual framework should include four areas: Who are you viewing with? – A father watching with his daughter would make a different choice than he might with his friends. You choose different content to watch with your toddler than you do with your spouse, just as you would not take your clients for a drink at the local dive bar. What access do you have? –  What device, bandwidth and usage rights do you have? Do you prefer watching movies in theaters, through a cable package on your smart TV, or streaming Netflix on a mobile device? A phone on 4G streaming YouTube vs OTT on a smart TV with a cable package provide very different experiences. How does it fit into your day? – Where does viewing fit into your life in terms of time of day, time available, and location? Are you waiting for your Uber to arrive or are you at home Friday night in the family room?  Maybe you are streaming game highlights on the subway, scrolling through news clips between meetings, or enjoying a weekly movie night with your closest friends. How salient are your program choices? – Did a launch campaign pique your interest in the latest action movie; did a friend convince you to watch a beloved comedy; or are you just searching on your phone? Everyone has a show that they have “been meaning to get to” after reading about it online, seeing a trailer, and/or hearing about it from friends and coworkers. The most salient programs will be purposefully sought out or at least recognized and selected when viewers see their names onscreen. Those without salience however, can remain in the back of people’s minds, perpetually waiting for viewers to “get around to it.” Salience can be understood from two dimensions – memory and attention. Memory salience is the mental storehouse of all past input we have received about a particular subject, whether we can consciously recall it or not. Attention salience, on the other hand, is driven by our in-the-moment reaction to cues and stimuli – most commonly advertising. Of course, these two phenomena do not operate in isolation, as our memories influence the way we react to stimuli when brought to our attention, and subsequently these reactions either reinforce or challenge our existing memories. Great stories well-told have always moved people. They imbue our lives with meaning and help us to make sense of how the world works. Albeit on a much smaller scale, great commercial entertainment does the same. So, while I am not ready to take the king’s crown away from content just yet, I can comfortably say that context is queen. In media, as on a chessboard, the queen is crucial. Smart media owners, platforms and brands realize that winning the war for eyeballs requires understanding and influencing the context in which media choices are made.

                    למה הקשר השימוש בתוכן הוא אחד המרכיבים החשובים ואיך מתכננים תוכן לפי הקשר?

                    02:09
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                  Summurai IL
                  Summurai IL
                  סמוראי היא פלטפורמה להנגשת תקצירי מאמרים לתוכן ברשת. אנחנו כאן כדי לאפשר לכם לדעת יותר בהרבה פחות מאמץ.

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