Create “snackable” content

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A time-poor audience may only spend a minute or two viewing a company’s thought leadership. This highlights the importance of a modular approach, in which content is broken up into smaller, bite-size chunks. Multiple, smaller pieces of content will be much more effective in a digital environment than a single, long-form report.


Co-develop with the web team
In the old model of thought leadership, a marketing team would create a print-ready PDF report, and then hand it over to the web team for online distribution. More often than not, this simply meant linking to a PDF on the website. This approach is no longer fit for purpose, however. Instead, companies should involve the web team at a much earlier stage in the process so that they can input into the content creation, and ensure that the final content is optimized for an online environment.

Web developers can describe what’s possible – and, importantly, what’s not possible – in list of colombia cell phone numbers the existing template – and help to steer the content in a way that will make it as effective as possible online.

Make content navigable
Online readers typically scan, rather than read, content. They focus on headlines and stand-firsts and look for devices that provide an easy “entry point” for the content. When briefing writers for digital first thought leadership, companies need to emphasise the need for simple navigation. They should also ask for lists, bullet points and box-outs to be used liberally. Long, linear paragraphs do not work in a digital-first world.