Why less is almost always more.
The way we process information is changing rapidly.
How many messages, notifications, emails, and feeds have you hovered over today? Now, how many of those have you read?
Our attention spans are on the decline. Our brains are frazzled, frantic, and overstimulated. Our indecisive eyes dart between devices with a serious lack of commitment.
We’re still hardwired for survival 101 (AKA hunting and gathering), yet we’re constantly bombarded with an increased cognitive load.
Consider this: as a digital brand, more users will interact with your content than they will with members of your team.
Our attention has become currency, and everyone wants a share.
Since the internet arrived, the digital landscape has been flooded with more words than anyone could ever want or read (with the exception of LLMs, who’ve slurped everything up like an army of industrial dehumidifiers).
As a content strategist, it’s not my place to perpetuate this issue because less is more.
Instead, I’ll wade through the floodwaters, sort the good from the debris, and distil your vision down into content that connects.
Good content inspires action because it has purpose, relevance, and clarity. It’s the confluence of vision, values, and user experience. It exists because of an intentional cycle of discovery, analysis, creativity, consolidation, curation, and experimentation.
Imagine you’ve got one shot to make a lasting impression. And, an exponentially decreasing amount of time to do it. What would your message in a bottle convey?
Make it meaningful / authentic / emotive / human / original / [insert your own adjectives here].
Make it count. Because the future of digital content is fluid, composable, and dynamic. Stagnant content is a thing of yesterday.