What is Driver Content?--And Why You Need It.

Posted by Owen Matson, Ph.D. on March 3
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What is Driver Content?

Mobile and Social consumption of content is making short, powerful and entertaining content the most effective format in marketing. From Infographics, to Animated GIFs, Drivers enable a high volume of engaging content for web, blog and social.

MarketScale_Driver_Short_Form_Content.png

Driver content is short, powerful and entertaining content that comes in many forms:

  • Infographics
  • Short animations
  • 15 second video clips
  • Quizlets
  • Photo-real Images
  • Games, apps and calculators

 Benefits of Driver Content:

  • Drivers Better Align with Online Reading Styles: Studies suggest that people rarely read word-by-word on the web. Instead, they scan the page, picking out words and sentences. According to one report in Time, 55% of Internet users spend fewer than 15 seconds actively on a page. 
  • Drivers Answer Consumer Preferences for Snackable Content: Digital consumers are looking for more concise, “snackable” pieces of content that tell a meaningful story in less time than long-form content.
  • Drivers Require Less Time to Produce, allowing producers to maintain a steady stream of content directed back to their site, and consistency increases engagement.
  • Drivers Maintain Brand Awareness: Because it is easier and faster to produce, short-form content can circulate more regularly, keeping your brand at the forefront of target audience’s attention.
  • Drivers Provide an Accessible Preview that Drives Traffic to Longer Content
  • Drivers are More Mobile Friendly: Given that more than half of online readers access content on their mobile devices, short-form content provides a more accessible, mobile friendly format, that can often be fully viewed with minimal scrolling.
  • Drivers are More Effective for Communicating a Fun, Entertaining Branding Voice: There is a reason why jokes tend to be minimal in length: Brevity telegraphs a lighter tone better suited to communicating the fun, more personable side of a brand. Compared to long-form content, drivers tend to be less intimidating to casual readers.

For information on driver content, or on how to improve your social marketing strategy, check out our blog.  

Or feel to contact us via our website at http://www.marketscale.com/contact/

 Or contact me at owen.matson@marketscale.com.

Topics: Content, B2B Marketing, B2B Content

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