Wednesday, July 16, 2014

For Content Marketing, Headlines Power Tiny eNewsletters

Headlines rule Facebook's PAPER app.
Digg does it. Huffington Post does it. Even NAPL VP Bill Farquharson is going short. And you know what? I read at least one piece from each of these content providers during my morning "keep up" ritual. Why? I can't resist clever headlines.

Consider this NPR headline featured by DIGG. "So You Think You're Smarter Than A CIA Agent." The story focused on "the wisdom of crowds" — ordinary people who, as a group, forecast better than the CIA or the experts. Killer interesting.

Huffington Post
HuffPo's "Morning Email" opens with two or three catchy headlines and brief copy blocks (mostly sans graphic), followed by more terse headlines within come-hither sections. The Scuttlebutt, Top Stories, Culture Catch-up, Sports Scouting Report, Other People's Business, International Intrigue—these sections are broken into paragraphs and one-sentence copy blocks with links. For me, short works. I'm scanning; I'm reading maybe only two pieces … but I'm reading.

Farquharson Has A Short Attention Span newsletter
Bill Farquharson started his "Short Attention Span Webinar" series in February 2009. These little gems run about 5 minutes on Bill's YouTube channel and  typically get 700 to 800 views. The first time I saw Bill refer to "short-attention -span," I knew he was on to something .. and he is. It's now 2014. Bill is still cranking out the webinars and promoting them in a short-attention-span eNewsletter that also features minimal copy, several headlines, and some links.

There's more. Even Facebook's app Paper is geared toward promoting tiny content with a “newspaper” feel. Text and link posts are designed to resemble paper, while clicking unfolds the link like a newspaper.

Perfectly petite!

-- scrubbed by MarketingBrillo