Don’t Super-Size Me, Please: How Content Is Being Used & Consumed in 2022

Remember the Super-Size Me documentary by Morgan Spurlock back in the early 2000s? He took on the fast-food industry in a very public way.?

Morgan went on to eat a diet of only McDonald’s food for one month. You can find the results on Netflix, Amazon, and the other big streaming platforms, as the documentary is everywhere, and the results really shed a light on how “we are what we eat.”

And while we are the smarter for it (thanks, Morgan, for volunteering as tribute on this one), it’s taken the online education/e-learning industry a hot minute to catch up.

Enter 2022 and the “less is more” consumer mentality.

Online shoppers, business owners, and consumers have changed, and they’ve changed drastically over the past two years.?

What they consume for information online, how they consume it, and what they do next with that information has boggled the minds of many in the online marketing space.?

What do they really want?!

It’s pretty simple:

• They want clear, concise information.
• They want it in an easy to follow/easy to read format.
• They want to be done consuming the information faster.

Nope, they don’t want your first born or your kidney on this one, but yes, they are demanding more in terms of quality information in less time, which is good news for anyone who has a business online.?

Not what you were thinking? Here me out on this one…?

Now is the time to chunk your information and make it bite-size. And it’s not all your information, but in terms of Attraction Marketing, it’s your Top of Funnel pieces (the first stage of the buyer’s journey) and your implementable content. This includes:

• Your social media content.
• Your headlines for long-form content and emails. Tip: Keep the main headline five words or less and add a tagline if you need to and separate with a colon (check out my headline).
• Your videos.
• Your lead magnets.
• Your books (think eBook format).
• Your funnels.
• Your website content. Tip: Keep keywords/SEO content and save the long form for further reading like on blogs/vlogs.
• Your courses and module trainings.?

You don’t have to go and recreate anything; all you have to do is take out the things that don’t shift perspective and keep in the content that does.??

Basically, give them the Ah-Ha moments more often and in less time.??

For those of you who like connection and are wondering how this new “bite-size” information consumption is going to affect that, I’ve got some good news…?

Humans still want real humans and real human connection.??

Here’s what doesn’t have to change drastically:

• Your lives and live streams. Keep it conversational and open for questions and answers.
• Your discovery and networking calls. I mean, I can’t imagine bite-sizing those conversations, can you?!
• Your in-person trainings and employee/contractor trainings. They still need context to grasp the concepts of your courses and modules (we’ll talk more about a hybrid model for this later on in the newsletter series).?
• Your long-form content and your storytelling content (the headlines need to be shorter, though).?

To sum it up, anything that needs the human touch can’t be rushed.

If you’re looking for more information into why this shift is happening, then go and check out my latest livestream with course creator and curriculum strategist, Kelley Tenny .

Kelly is the owner of Teach Your Brilliance, a company that strategizes, designs, and implements courses for small business owners. Kelley knows the psychology behind why bite-size is the new super-size and is taking the online industry by storm with her creation of micro-courses.???

Click here to go and watch, “The Rise of the Micro-Course,” livestream right here on LinkedIn.?

All in all, don’t overthink the bite-size content. It’s meant to be short and simple and easy to follow. And it’s usually the content that you find easy that others find insightful.

Until next time - make it a great one,

Danielle

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?Danielle Fitzpatrick Clark is lovingly referred to as America's favorite Digital Disruptor. She doesn't just live, breath, and sleep digital marketing, she embodies the constant shifts and pivots needed to create long-lasting businesses in the online space.??

?Her company Influence Builder is all about bringing the human element to the online tech and digital space. Specifically focused on helping the lesser-known experts and thought leaders, Influence Builder shows them how to break out of the noise, create powerful platforms, and thriving businesses, so they can spread their mission and message to the world. This is the bridge where disruptors disrupt and build with authentic influence.

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