Getting attention is easy. Keeping it requires better thinking. People don't have short attention spans, they have short consideration spans: they'll abandon low-quality content in seconds because they have infinite alternatives. Make something genuinely useful and different instead.
Chapters
Spend any time online and you'll find a ton of nonsense spouted about marketing messaging. Nobody reads anymore. Newsletters are dead. Your content needs to be short. Your video needs to be like a TikTok video. You need to use memes. You should be doing podcasts. And so it goes on. People who claim to know about marketing have been saying stuff like this for over a decade. But none of this is true. All of these people are talking nonsense. The reality is people don't have short attention spans, they have short consideration spans. They have a lower tolerance for poor quality content because now they have a choice to go elsewhere. If you're creating valuable, different thinking, and if that different thinking helps your target audience, then people will flock to your content. Your content is your marketing.