Why You Need Binge-Worthy Content

We increasingly live in an on-demand culture. Whether it’s the latest gadget or the biggest music hit, people generally aren’t willing to wait long, if at all, to get what they want. We’re even impatient when it comes to entertainment – who wants to wait for the next episode of a show when you can binge-watch the whole series? Some have called this craving for instant gratification the â€Å"Netflix effect† and it applies to content as well. If someone is looking for information on a topic, they want all it all right away. No one is going to go to the library or locate an expert when they can just whip out their phone. They then expect the content they find to be authoritative, comprehensive and tailored to their preferences. This is why your content needs to be binge-worthy – so that it meets the needs of what people are actually looking for and your content is successful in helping you meet your marketing goals. Embracing the Binge We want to find out everything we can about our interests, right now. That intense, immediate interest is what drives the binge experience and it’s important to take advantage of it. When you’ve captured a reader’s attention, you need to make sure your content is set up for a satisfying binge. Here’s how to do it: Make Your Content Available â€Å"On Demand† Attention spans are shorter than ever so you need to make sure there’s plenty of content available for a potential binge-reader to plow through or you risk losing them to greener online pastures. Instead of doling out your content little by little, consider an â€Å"on-demand† model that makes all your content available to your visitors. This model is the polar opposite of a drip-marketing approach, but can often suit readers better. Create an Easy Consumption Journey Diversify Your Content Formats When it comes to content consumption, people have different styles and preferences. While one reader may enjoy diving into a white paper or in-depth blog post, another reader might prefer the ‘bite-sized’ nature of an infographic or short video. Offering a wide variety of content formats boosts the chances that visitors will find the kind of content they’re looking for and stay engaged with it. Use Data to Plan Your Content Strategy House of Cards garnered tremendous ratings for Netflix and almost singlehandedly spurred the rise of binge-watching. However, Netflix relied on a lot more than luck when they decided to take on this series. The company did some serious data analysis on their existing subscribers and they noticed a few things. Many their subscribers streamed films directed by David Fincher and they also seemed to enjoy movies starring Kevin Spacey. Combine this information with the fact that the British version of House of Cards was already doing well and it’s not hard to see that the political drama was a solid bet. Your company can take a lesson from Netflix and do some number-crunching of its own. Take note of what content your readers gravitate towards and combine that with their known pain points. Using data and analytics to plan your content strategy will make you more likely to hit the mark with your audience. Creating binge-worthy content is a delicate balancing act – you need to provide a deep enough pool of content to satisfy the urge to consume it all in one sitting, but you also need to deliver enough fresh, new content to keep readers coming back for more. House of Cards star Kevin Spacey may have said it best in a talk he gave to TV executives: â€Å"If they want to binge, then we should let them binge.† By ensuring your content is organized and easily accessible to bingers, you’ll be able to do just that and realize more success from your content marketing.