However you wish to define sticky content – be it content that grabs you and keeps you on a particular website, or content that compels you to return again and again – my opinion is that it is an outdated measure of success. We have always been impatient online, now we are impatient and often grumpy – especially with regard to things we are required to do, as opposed to stuff we want to do.
Nowadays, I want my digital content to be instinctive (stincy?!), to be fluid, to understand my behaviour and give me what I need, fast and without too much input required from me.
The way to head towards this is to work hard at the information we produce online, make it data driven, with intelligent delivery on a variety of platforms and mediums. Find ways to identify core, simple customer needs and work really hard at answering that one need quickly and immediately in every place your customer may be looking for the answer. Then repeat.
This is the attraction of web applications and should be the aim for text information as well.
Stincy, not sticky.
Emma Mulqueeny 