We live in a world dominated - and driven - by information overload. While there are more opportunities for companies to reach audiences than ever before, there is also heightened competition. Publishers and marketers need to be strategic in their methods of digital content creation and distribution because they have to compete in overly crowded and noisy channels. If users are not able to quickly and easily access their content, they are likely going to give up and find something similar, somewhere else.
TiVo recently found evidence of this through its U.S. consumer survey. The research showed that more than half of millennials have stopped watching a show, even when it was one they enjoyed, due to its limited accessibility options. According to the source, consumers belonging to this age group consume the most video content on a daily basis compared to other generations - with some spending as many as six hours a day viewing content. However, although they are dedicating the most time to digital content consumption, they are also growing increasingly impatient with it.
Generational differences influence content expectations
The TiVo study showed that millennials spend at least a half hour every day simply looking for content to watch. But this isn't necessarily something they enjoy doing, as more than half agreed that they would be willing to pay more for subscription services if it meant they could easily search among platforms.
The vast generational difference exemplified by millennials is more obvious when compared to the baby boomer group: According to TiVo, only 17 percent of boomers "show dumped" and less than a quarter said they get frustrated when it's difficult to search for content. Millennials' impatience is understandable. After all, this is the first generation to grow up in the age of the internet. They are accustomed to getting the information they need, when they need it. Plus, they are used to sharing and consuming content from just about device and any place. This isn't to say that baby boomers aren't tech-savvy, but the world of instant connectivity is something they likely remember not having.
In this age of innovation, having a forward-thinking mindset is not longer a nice-to-have - for business leaders, content creators and marketers, it is a must-have. And if the current content technologies used by companies today aren't meeting the expectations of millennials, image what it will be like when Generation Z becomes the dominant consumer market.
Evolving your content strategy
As technology continues to evolve and advance, consumer expectations are reaching new heights. As the report explained, the findings of this survey highlighted the growing importance of establishing more effective integration between content and technology to deliver optimal experiences and meet their rising demands. And this is true for all types of digital content, not just video. If it is not easily accessible and quick to load, it isn't going to be successful. This is something you need to take into consideration every time you create, develop and distribute a piece of content - whether it is a blog, eBook, video, eLearning course, or something else.
"Evolve your digital content to avoid fading into the noise."
The content itself needs to be engaging and unique. But the message itself is not the only factor that plays a pivotal role in its success - it also hinges largely on the content architecture and technical structure. The frameworks and processes used in the development of applications, creation and delivery of content influences user experience, accessibility and overall performance.
Creating ideal digital experiences for the end-user should be all about simplicity and convenience. However, there is a lot of complexity involved in achieving that. Converting to digital, let alone leveraging cutting-edge technologies and innovative industry best practices, can be difficult - especially for companies that do not possess the in-house IT skills to execute these initiatives. But, while it may not be easy, it is necessary.
The longer businesses wait to modernize their content and optimize it for maximum reach and performance, the more likely they are to be overshadowed by competitors and overlooked by target audiences. To ensure digital content is well-suited for multichannel delivery and managed in a way that meets the needs of both current and future consumers, you need to have a healthy dose of IT know-how powering the platform. Even if you do have IT teams available to manage some of the technical aspects of your content delivery, they likely don't also specialize in content creation. This is why companies must enlist the help of a third-party provider that can guarantee every aspect of the creation, development and distribution processes are seamlessly integrated.