STOP THE SCROLL: The key to grabbing, and holding peoples' attention

There are billions of hours of content sitting on the internet right now, competing for the same six inches of screen. Somebody's thumb is moving. Your job is to stop it. And there are only three ways to do that.

Most brands post because the calendar says Tuesday. They fill the grid because someone told them "consistency matters" and stopped there. Nobody in the room ever asks: does this actually make people want to see this?

That's the gap. Posting isn't a strategy. Posting on purpose is.

In order for content to work, it has to fall under The Three E's

Engage.

Entertain.

Educate.

That's it. If your content isn't making someone react, isn't holding their attention or isn't teaching them something - it's not content. It's noise taking up space in a feed.

Here’s how each of those E’s work.

Engage. Does it make someone stop and feel something? Maybe they’re surprised, called out, seen? A hot take, a bold claim, a moment that breaks the pattern of everything around it.

Entertain. Does it make someone want to watch to the end? Humour, drama, a good story arc. People don't share things because they're impressive. They share things because they're fun.

Educate. Does it leave someone smarter than it found them? A tip, a behind-the-scenes look, a "wait, I didn't know that." Free value people can actually use.

If a piece of content doesn't check one box, it doesn't go up.

At Elliott Raben Productions Inc., every piece of content we make gets tested against the three E's before it ever goes out to the world. If it doesn't check a box, we don't shoot it. Full stop.

Go look at your last five posts. How many actually pass the test?

Need help creating content that actually cuts through the noise? Book a free discovery call to get started.