Fall into the rabbit hole of the internet. Have you ever heard this saying? It means that the people on the internet are in a way stuck on something, like reading or watching a video. Since those people (us) are stuck, wouldn’t it be way better if we were stuck in a rabbit hole filled with videos, articles, and content that are actually interesting to us?
First things first
What Are Rabbit Holes?
Rabbit holes in marketing refer to a strategy where content is designed to lead consumers on an exploratory journey. Instead of presenting information in a straightforward manner, rabbit holes encourage deeper engagement by leading audiences through a series of interconnected pieces of content.
Benefits of Rabbit Holes in Marketing
- Increased Engagement: Rabbit holes can create a sense of excitement and curiosity among your target audience, encouraging them to engage more deeply with your brand.
- Differentiation: By taking a unique approach, you can differentiate your brand from competitors and establish a memorable presence in the market.
- Innovation: Rabbit holes often require creative thinking and problem-solving, which can lead to new and innovative marketing strategies.
Whether you are doing it or not, it’s plain to see that content marketing is hugely valuable for your business to show your uniqueness, usefulness, and value. As a business, there is a balance to be taken between being generous with information and advice, and reminding people you are a business with services.
A new Journal of Marketing Research study by Kaitlin Woolley and Marissa A. Sharif posits that the “rabbit hole effect” can also be externally induced, and merely consuming similar media consecutively can increase the preference for consuming additional similar media subsequently.
The rabbit hole effect occurs because of increased accessibility of the shared category: when a category is more accessible, people feel immersed in it and anticipate that future options within that category will be more enjoyable.
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References:
https://www.topleftdesign.com/content-marketing-rabbit-hole/
