Our research since 2005 indicates that a strategy for engagement must include the USER and the CONTENT.
Many users are in a state of what Linda Stone calls continuous partial attention). This is NOT multitasking but a user constantly thinking about the next alert, text or email. In addition, most users have limited time to engage with an unlimited amount of content. (Professor Clay Shirky replaces "information overload" with filter failure.)
The P-I-C-K model formats content for three different types of users regardless if they have the time and/or interest to read headlines, a paragraph or two a page of text. Our research shows that content produced with P-I-C-K elements will engage and inform MORE users for longer periods of time. Roll over the users below for definitinons.
SCANNERS do NOT read more than about one or two sentences.
SEEKERS search for specific content without the need to engage with other content.
Users with "individual interest" view some or all of an article or video.