While snack content – ready-to-eat content – is still being emulated, slow content is gradually imposing a new rhythm of communication, determined to counterbalance the dictatorship of the flow. Take the time to create the content to better appreciate it: with slow content, companies once again promise authenticity …

Attention, slowdown

Content, more content, more and more content… Under the influence of stimulants that constitute marketing and social media, companies have never produced and distributed communication resources as much to more volatile targets than ever. Blogs, articles, magazines, videos, white papers, etc., formats have grown as much as quantitatively, conditioning the image of a brand to its global presence and its credibility to its visibility.

To be seen to exist, one would even be tempted to summarize. Then begins a frantic race for content, too often without a finish line for actors concerned about not putting their reputation off track. It is estimated that 86 million the number of posts published each month on WordPress[1]; and on Facebook, there are 3.3 million posts every 60 seconds[2]. Admittedly, not all are attributable to companies alone and many are likely to be forgotten, but these figures nevertheless make it possible to highlight the “hyperpublication” generated by current uses and the speed with which it is deployed.

It’s not just a matter of creating content, but of doing it regularly and therefore quickly, even if it means abandoning its quality or simply its relevance. And it is precisely this rhythm that is today questioned by certain actors and consumers of communication determined to favor the quality of content by producing less, but better. No more mass production of posts, place for artisanal slow content.

Slower, well done!

In this pursuit of quality, “slow content” invites content producers to orient their strategy around the notions of utility, sustainability and identity. The usefulness of meeting the expectations of an audience that is always difficult to grasp over time; sustainability to reject the overconsumption of “disposable” content that does not strengthen a corporate identity; and the latter precisely, to anchor its presence in time and in territories of endemic communications.

We then understand that slow is not only a slowdown in broadcasting, but above all a slowdown in manufacturing, in line with “less is more” (less is better). A construction based around a rigorous editorial positioning and constantly renewed in its formats and in its messages through “useful content, from the ‘terroir’ and genetically unmodified” and which draw “from the DNA of the company all that is singular “[3]. From where a certain requirement of authenticity which, when it crosses that of creativity within the framework of “slow content”, gives life to more aesthetic formats, because more worked whether it is a company magazine or a universe visual declined in a more extensive photograph. We see it in particular with the emergence of the media long form (Medium or Four Hours type) which, by exploring subjects in depth, bear witness to a particular aesthetic imprint.

Take the time to tell it better; put meaning back into your messages and poetry into your image: a softer temporality, at the service of the “real”.

Put the brakes on his heat

In addition to the concepts set out above, there are a few basics to consider for a company concerned with “slowing down its content”:

  • Define its editorial line: it invites you to think as well as to rethink your content strategy, by identifying and recycling your bookseller and archives;
  • Use talents: whether external or internal, it is important to rely on content producers who know the territories of a brand and the challenges that accompany it;
  • Segment its targets to better understand their needs and therefore the formats that meet them according to affinities;
  • Never skimp on quality: it involves the audacity of new formats, the treatment of specific subjects, the embodiment of messages, etc.

In short, go slowly, but really go.

[1]A live look at activity across WordPress.com

[2]What happens online in 60 seconds?

[3]The 3 pillars of slow content