Without differentiation your content strategy is bound to get lost in the crowd.

How is good content supposed to stand out in an environment overrun by pop-ups, email blasts, traditional ads, “fake news,” sponsored posts and advertorials? I’m talking about content that reaches its target audience and then pushes further afield to a larger public. Content that gets people asking questions. Sticky content that people actually remember.

Much like your home or desk, digital information needs to be decluttered. According to software firm Beckon, 5 percent of content, generated 90 percent of consumer interactions – in other words, 19 of 20 pieces of content get little to no engagement. I don’t need to tell you that’s a problem.

And then there’s the (sad) fact that the average human attention span has fallen from 12 seconds in 2000, or around the time the mobile revolution began, to eight seconds. And falling. The goldfish in your aquarium, meanwhile, is believed to have an attention span of nine seconds. So what happened to…us? According to Jay Walker-Smith from Yankelovich Consumer Research, we’ve gone from being exposed to about 500 ads a day back in the 1970s to as many as 5,000 a day today. And that has an effect.

What to do? Marketing guru Seth Godin has said that many marketers are asking themselves the wrong questions by trying to sell what a company has already made. Successful marketing stories like Lululemon and Airbnb, on the other hand, are making something the market wants to talk about: “Companies should let the market decide what they make, not the other way around.” To get it right, companies need to embrace the network-effect meaning “understand that what actually spreads are ideas that are better when they spread.” A round about way, perhaps, of saying content needs to be shareable. All the time.

The Bookmark teams have long been seen as “content makers” and increasingly, we’re leading the way in ensuring that content finds the right customer online too. I call it “content that’s created for real? readers and friendly to Google.” We drive content with page-turning storytelling, exhaustive research, Data Stories and award-winning design. We combine what the client wants with what their customers want. In other words, we’re always crafting brand stories and ideas “that are better when they spread.” That earn our clients not just earned media, but increased goodwill. And ensures they stand out amidst the clutter.