In the world of content marketing, the concept – that big idea – is the grain and gristle of our marketing diets. All of our content has to be sourced from a big idea - the bigger idea, the more content that can be sourced from it. The trick is knowing how to be as economical as possible with our content.

When was the last time you read, watched or heard something of value? Like real value – not “value” like you would say to a co-worker to hit on a corporate buzz word. But real value that stuck with you. Value that made you reconsider some things. Made you reframe your perspective on life, and what you do or how you do it. Not many times. But that is what content should do. And, yes, we cannot make life-changing content every day. So we shouldn’t.

To accommodate the shrinking attention span, we have taught ourselves to condense our brand stories from a manifesto down into a headline, a tweet, a word.  In doing so, we have been able to fit bits of our stories into the seconds of thoughts people have granted us, but in that we have also contributed to the reduction of those moments of caring.

We all love our vanity metrics. Whether you are a professional digital marketer or someone just waiting for your latest Instagram post to reach 10 likes so that you can double tap without anyone noticing, we are all aware of how attractive we are on social media. And we all want to be attractive.