Does Your Content Pass the 'Strawberry Test'?
May 12, 2017
With any content marketing you do online, says Forbes guest columnist William Arruda, founder of CareerBlast, it’s important to follow the “strawberry test”: making your content inviting, bite-sized, and healthful.
Glean more tips on shaping your content:
After all, the competition for eyes online is steep. There are 130,000 new long-form posts published each week on LinkedIn alone, more than 500 million tweets a day, and 300 hours of video uploaded to YouTube per minute, according to Expanded Ramblings. How are you going to attract people to your content?
Arruda breaks down how to make sure your content passes the “strawberry test”:
Inviting: Your message needs to be immediately compelling, he notes. “With so much content vying for our attention, we are only going to consider the truly enticing ones,” Arruda notes. “In a split second, we will decide whether to keep reading.”
Bite-sized: The average attention span in 2000 was 12 seconds, according to the Statistics Brain Institute. In 2015, it was even less: 8.25 seconds. So your content can’t take a huge amount of time to read and digest. It needs to be short and scannable.
Healthful: “People will only invest in your content if they believe they’ll get something from it,” Arruda writes. “Perhaps they want to learn and grow, solve a problem, laugh. This is the ‘nourishment’ element.” He notes the more valuable your content can be, the greater the likelihood it will garner social actions such as liking, commenting, and sharing.
“Ticking at least two of [these] three boxes is essential, but ticking all three will have a lot more impact on your brand,” Arruda writes. “Yet most content I see only ticks one of the three measures.”
He also notes that your content can be “dipped in chocolate” to further entice readers. “That is typically achieved with the headline or title and first few sentences (or seconds of a video) and/or the associated image—drawing in the viewer the same way the chocolate-covered strawberry calls to you from the plate,” Arruda writes.
Source: “Does Your Content Pass the Strawberry Test?” Forbes.com (May 7, 2017)
Updated: June 19, 2018