Mindfulness. ADD. Highly Sensitive. Burn-Out. All terms that we really didn’t know that well 10 years ago, before all humans moved online and the internet ate the world. The internet, and all the content on it, has been growing exponentially and is said to be five times as big in 5 years time. The result of the growing 1’s and 0’s swirling around the web is a constant struggle for attention. Humans can do about 11 hours of content-consuming each day, and just the content that is being produced every day is many times that. No wonder our minds are beginning to break down under the weight of this content avalanche.

As a result, consumers are developing an ever greater instinct for which content deserves their attention and which doesn’t. In a matter of milliseconds, a piece of text, video or image is assessed and either given the attention it needs or tossed in the digital bin. So, it’s time to get in line and hope you are picked that day.


Naturally, marketeers are not known for getting in line and hoping for the best. We want to jump the line, pick the moment, and be seen about 20 times per consumer if possible. So if content is to be seen, we’d better realise that a content day consists of 11 hours and being on its’ calendar means you have to get your act together. That means delivering something that is not just covering your message – in fact, that is getting less important by the minute – but looks slick, isn’t too long, too dull, too difficult to understand or that contains too much print or…. In fact, here’s a few things it should have.

Quality Content

This one is pretty obvious, but nonetheless it is still the most important one. Then again, the way ‘quality’ is assessed does seem to change pretty quickly. Most importantly, as previously mentioned, is not the message, but the way it is packaged. The wrapper is more important than the candy, so to say. This is nothing new, but we did enjoy this little vid that shows two versions of the same reality.

Storytelling & Story framing

People love hearing stories. So if we are able to include a story in the content that we share, chances are they will be picked up. Telling them means involving them; this means that when people understand a story, they will be likely to become your ambassador. Because people don’t just love hearing stories. They love telling them too. This is why brands are relying more and more on their customers to create the story. This means more involvement, which in turn brings more stories.

Exceptionally normal. This is a wonderful play best performed by the ‘everyman’ brand, that has become so ‘normal’ that it is now in fact special. Timing and a feeling of what your target audience considers normal is the key to pulling this one off. These guys did a great job….

C’est le ton que fait la… If there are 3 things a super hero needs, it’s a proper super power, an outfit, and their own jingle. No tune, no hero. Simple stuff.


Sticking to these guidelines is not easy, and it sure isn’t cheap. That is because producing quality content that follows a story and has some nice tunes is neither of those things. There are plenty of exceptions to the rule, but in general it is a hard world fighting for attention. Some are even willing to pay for it; Spotify lets you listen to music for free for a while, as long as you don’t skip their advertisements. The price of attention is going up rapidly as the demand is ever growing. Simply asking for attention will no longer get the job done. Not even if you say ‘please’. The one thing that seems to work is pictures of puppies. It worked on you anyways.

Give us a call if you want to get in touch, or if you didn’t pay attention and you want to have this blog read to you.