As the digital age continues to evolve and technology revolutionizes how we consume content, understanding how people interact with online content has never been more important. Content marketing is one of the most effective forms of online marketing that allows companies to engage with their customers more deeply and build an online presence that reflects their brand.

The average person spends almost 11 hours consuming content each day. Media, entertainment and news form a huge part of our lives, with most content being consumed online. But what is it that makes people consume content online?

The first factor is | trustworthiness of your brand

People are more likely to consume content if it comes from a trusted source. For example, when searching for information - whether that is instructions, news or reviews -people tend to gravitate towards content from popular, well-known sources such as big media websites, established experts or influential bloggers.

The second factor is | relevance of topics

Content that is relevant to the reader is more engaging and compelling. People don't want to read content that they don't feel a connection with — they want new, interesting and helpful information that speaks to them personally. This can be achieved through personalization and targeting; tailoring content to specific conversations or topics of interest.

The third factor is | quality of your content

Quality content does not have to be long, but it does have to be useful and informative. Content should be well researched and include accurate facts, reliable sources and appropriate language. Poorly written content or content with spelling or grammar mistakes is seen as untrustworthy and will be avoided by readers.

The fourth factor | shareability of content

People are more likely to consume content if it can be shared easily with their friends, family or colleagues. People don't want to spend valuable time searching for content or sending it to their networks; they want content that can stick and be shared quickly via social media or email. 

We are slowly yet rapidly becoming ever connected to our devices. You need to be relevant with popular digital marketing topics or topics related to your clients. By following these best practices you will set yourself up for long term success.