The world might be short of a lot of things, but content isn’t one of them. Up to the second news channels, newsletters, e-zines, e-shots – content doesn’t even have to be real, as the proliferation of fake news on social media outlets such as Facebook and Twitter has shown. We are all in a content vortex, with readers’ attention being sucked in every direction, concentration whipping from one thing to the next.
So you, as professionals in the media and publishing business, how do you counter that? How do you even begin to ward off the competition and create some kind of readership loyalty? Content cut through is the holy grail for media and publishing firms – but you don’t stand a chance if you don’t have a clear understanding of your audience.