We know that the amount of content available to consumers has increased dramatically in recent years. The dramatic increase in supply, combined with consumers’ ability to easily search for content through search engines like Google and Bing, has fueled a corresponding increase in consumer demand for immediate answers, i.e., content.
If we focus on the digital landscape, I believe we can identify four primary modes of content consumption:
1) On Demand Consumption
Consumers expect to find information quickly. Any question, anywhere, and at anytime. This could be as trivial as answering a friendly debate about who to the Yankees in the American League playoffs in 1981, to questions about the best solutions to a problem, to questions specific to your brand or product. The marketer’s role in this scenario is to anticipate the questions people are likely to ask related to your brand, your products, and the problems your brand or products solve. Once these fundamental questions have been identified, brands face the challenge...