Design for the Multiscreen Reality Consumers report using five different devices and, on average, 83 percent employ 2.23 devices at the same time. While the majority of consumers report feeling good about it (8 1 percent entertained, 80 percent connected, 76 percent productive ), nearly half( 47 percent) say they are distracted. As attention spans shrink, good design and optimization are paramount. Consumers ranked showing( 65 percent) as the most important aspect when it comes to content experience in their personal life, and 54 percent listed overall good design, such as appealing layout and photography as important. Content marketers can’t attempt to” get away with” a one-size-fits all approach to content distribution: content must be well-designed and optimized for each viewing device.

Don’t Fall Victim to #TLDR( Too Long, Didn’t Read) Consumers report lower patience for sub-par content experiences- with duration a key factor. Nearly 9 out of 10 digital device users would switch devices or stop viewing content wholly if it fails to meet their quality, duration and formatting expectations. Sixty seven percent of consumers would stop engaging if content is too long, and 79 percent would do the same if the content doesn’t showing well on their device. Marketers need to deliver content in the right format, get to the point and optimize or customers might say #unsubscribe.

Humor Makes Brands More Relatable Seventy percent of global customers agree that humor makes companies more relatable, but only 14 percent rate company-created content as entertaining. Globally,” attaining people laugh” was identified as the top personal motivator for sharing content. Content marketers should work to create authentic activatings that entertain to help drive brand engagement.

In Our Relationships We Trust In an age of high skepticism, authenticity and trust are critical. Consumers are more likely to engage with content they trust, but many are highly skeptical of most content they view online: 50 percent of consumers question whether negative comments or reviews have been removed, 49 percent wonder if an author was pay or incented to write a positive review, and 48 percent question whether a news article is biased. However, consumer trust in content increases as their relationship with the source grows stronger. Merely 23 percent of consumers trust content from companies whose products they don’t buy, but if the source is a company from whom they do purchase products and have a relationship, that number nearly doubles to 43 percent. Brands need to work on building trusted relationships with their audience, which includes disclosing any endorsements, sponsorships and affiliations.

Don’t Show Up Uninvited The majority of consumers understand the value of predictive recommendations, with 73 percent noting they are willing to share at least one piece of information about themselves and 71 percent reporting they are open to predictive recommendations from brands based on past behaviour. Among customers not willing to share their info, 40 percent believe companies could do something to ease their concern and 25 percent suggested” asking permission to access data” would construct them more comfy. This maps back to trust; customers are most comfortable sharing information with brands they trust.

In addition to these insights shaping content marketing in 2016, the study also unveiled interesting findings about online engagement and behaviour. For instance, there’s a rising fear of digital footprints. Twenty-six percent of U.S. customers have cleared their browser history to conceal content they viewed from a friend or loved one, and 17 percent have concealed or embellished the truth about the content they regularly consume.

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