Welcome to the future

It’s an era of unprecedented choice, which has precipitated declining attention spans and (when it comes to poor experiences) intolerance. Consumers have become fickle - where they do deign to engage, they have great expectations, and they’re quick to judge those who don’t meet them.

For content creators, this can be a real challenge. Whether you’re a media organisation offering daily news, a food brand with great recipes, or an HR director trying to train staff - if the consumers of your content have no natural affinity for any content, how do you create engagement?

Well, here’s some good news - if you can cut through to make even a fleeting connection, and you’re able to deliver relevant content quickly, and in a high-quality environment, you’ll have met those great expectations. When organisations overcome these hurdles, they are unconsciously commended by consumers, who become more receptive, and less capricious. This is the beginning of a relationship.