Understanding that more and more consumers essentially prefer to "binge" on content holds the key to better marketing. (A great post here from Deloitte .) If you doubt this assertion, I suggest you pay attention to the viewing habits of your teenagers over the Holidays when you might just possibly talk to them. I hope a whole picture emerges for you.
Here is why:
1) If you want to increase session time with users online you need to provide them endless streams of stimulation.
2) Stimulation is more of an emotional than a logical response. Therefore what people feel about you is usually more important than what they think.
3) Terms like "relevancy," "utility" and "helpful" are often associated with a good content marketing program. None of this sounds very stimulating, does it?
4) To stimulate and hold a prospect's attention, therefore, you need to craft a whole heaping mess of emotionally rich work driven a singular "truth".
Think about the classic binge series Breaking Bad. This series was conceived around a single idea--or the depiction of a good man "breaking bad." You can watch all five seasons and see it happen with dialectic certainty.
I am oversimplifying here, but you get my point. You can produce content or you can create a threaded stream of stimulating stuff driven by a singular idea. Or what I simply call Campaign Content .
I have (much) more to come.