Producing less to produce better is the challenge of slow content. Is this a pointless marketing strategy or a real innovation? Discover with us the benefits of this new type of content.
Slow-content is a marketing and communication practice that relies on quality rather than quantity. Taking more time to better reach your audience would be the key to effective and targeted communication to foster customer loyalty in the long term. So far, it makes sense. An interesting comparison can be made with food. Indeed, the slow-content is built as the opposite of the snack-content, like fast-food versus slow-food. The latter is synonymous with gastronomy and measured consumption. The advent of fast food has been significant in recent decades and is representative of consumers’ desire for speed and efficiency. On the contrary, the new trends in terms of cooking, the return to grandmotherly recipes and healthy dishes, show the reversal of the fast food trend.
It would seem that the digital world is also following this new trend, like a melancholic return to the world of the past and the long articles in paper newspapers. It is a question of selecting information to reach more effectively. In fact, this limits the risk of becoming invisible to consumers. Too much information is indeed the pitfall to avoid if you want to reach your audience in an efficient and long-term way. It’s not easy to come up with an innovative strategy that is right on target when faced with the multitude of free software and sites.
The diversification of social networks and communication formats makes the possibilities of exchanges between a brand and its customers infinite. However, it is easy to see that a brand that multiplies advertisements until the customer is exposed to them ten times a day is not the most successful brand. On the contrary, it may not be far from indigestion. Annoyed by the multiple pop-ups that appear as soon as they open a web page, the targeted customer will prefer a quieter and less invasive brand.
To return to the difference between snack-content and slow-content, the problem also lies in the habits of the audience. The norm is regular, standardised advertising campaigns. We are thus becoming involved in a dynamic of hyper-consumption where quantity and regularity are privileged over the quality and relevance of content. In reality, communication professionals are aware that the more specific the product, the more consumers pay attention to the quality of advertising campaigns. A niche product should therefore have the same level of advertising, where the brand identity is displayed without concession.
Therefore, the slow-content seems particularly in line with the lifestyle communication we talked about last week. We start by relying on the DNA of a brand to create a faithful and relevant communication for the customer. Then, we regulate our publication rhythm and diversify (but not too much) the content to build a routine that will create expectation in the consumer. Finally, we pay attention to the statistics but focus on the rate of engagement and not the number of views.
Slow content also has its share of sustainability. Indeed, less regular publications mean energy savings and less storage on web servers. In addition, slow content favours long and developed texts. This makes it possible to spread the keywords necessary for referencing (SEO) in a more subtle way. The text is therefore less artificial but still very visible to search engines!
The slow-content is therefore a new trend, but not all that innovative! It is a return to the basics that encourages the distribution of quality content and messages, produced for a single individual. It is more respectful of consumers but also of the planet. So what more could you ask for?
Headerpop observes the new uses from here and elsewhere to propose a trendy, spontaneous and engaging lifestyle communication.
The idea? Define a brand according to its character and enhance its universe with the details that make the difference and inspire the public.
Values, originality, history, community, style, we build together the unique personality of your brand.