The rise of the digital-first report
Posted: Sat Dec 28, 2024 5:43 am
The days when thought leadership was primarily a print product with a PDF posted online as an afterthought are numbered. Companies are increasingly scaling back their print budgets and requiring thought leadership to be delivered first and foremost as online content. So, how should companies approach this trend? At FT Longitude, we believe that there are a number of key considerations that they need to bear in mind:
Adopt a non-linear approach
Until recently, companies created thought leadership reports on the assumption that audiences would read them in a linear fashion – starting from the beginning and working through to the end as though they were reading a book. But this is not how audiences consume this form of content. Instead, they typically dip in and out, following links and browsing across websites to find what they need.
Create “snackable” content
A time-poor audience may only list of argentina cell phone numbers spend a minute or two viewing a company’s thought leadership. This highlights the importance of a modular approach, in which content is broken up into smaller, bite-size chunks. Multiple, smaller pieces of content will be much more effective in a digital environment than a single, long-form report.
To truly connect with such an audience, think about building not just one but multiple buyer personas and then creating different content types to reflect this diversity. Your audience, for example, may be made up of ‘skimmers’, ‘waders’ and ‘deep divers’ of content, some of whom will prefer video to a podcast, short articles to long ones, or reading at their desks rather than to listening during their morning commute. Be sure to service them all and give them every opportunity to engage.
Adopt a non-linear approach
Until recently, companies created thought leadership reports on the assumption that audiences would read them in a linear fashion – starting from the beginning and working through to the end as though they were reading a book. But this is not how audiences consume this form of content. Instead, they typically dip in and out, following links and browsing across websites to find what they need.
Create “snackable” content
A time-poor audience may only list of argentina cell phone numbers spend a minute or two viewing a company’s thought leadership. This highlights the importance of a modular approach, in which content is broken up into smaller, bite-size chunks. Multiple, smaller pieces of content will be much more effective in a digital environment than a single, long-form report.
To truly connect with such an audience, think about building not just one but multiple buyer personas and then creating different content types to reflect this diversity. Your audience, for example, may be made up of ‘skimmers’, ‘waders’ and ‘deep divers’ of content, some of whom will prefer video to a podcast, short articles to long ones, or reading at their desks rather than to listening during their morning commute. Be sure to service them all and give them every opportunity to engage.