Competing in the Attention Economy (Why EDOs Need to Think Like Content Creators)
Economic developers face a noisy, hyper-digital world where the old rules of engagement no longer apply. The challenge isn’t just about highlighting your region’s assets, it’s about earning attention in a space where attention is scarce. From TikTok scrolls to LinkedIn videos, today’s audiences are constantly consuming content, and they expect relevance, authenticity, and value.
Welcome to the attention economy, where the competition isn’t just other regions; it’s influencers, meme accounts, global brands, and entertainment platforms. And in this economy, Economic Development Organizations (EDOs) must start thinking less like institutions and more like content creators.
Why the Attention Economy Matters for EDOs
Attention has become the most valuable commodity in the digital age. With decision-makers bombarded by messages daily, a standard pitch deck or data-heavy brochure is unlikely to cut through. What truly engages is content that informs, entertains, and emotionally connects, all within seconds.
Whether your audience is a site selector, a startup founder, or a multinational executive, they’re consuming content in the same environments as the rest of us: social feeds, inboxes, and streaming platforms. To succeed, EDOs need to adopt a mindset focused on relevance, speed, and impact.
This means borrowing from the playbooks of content creators: leading with storytelling, simplifying the message, embracing video, and relying on data to guide decisions.
To succeed in this landscape, EDOs need to embrace a new content formula, one grounded in three essential pillars: emotion, creativity, and strategy.
Emotion connects your audience to your message on a personal level.
Creativity ensures your content stands out in a crowded digital space.
Strategy ensures that every piece of content is backed by purpose and data.
When these three elements work together, EDOs can craft content that not only informs but also captivates, and that’s how real impact begins.
The Mindset Shift: From Region to Story
EDOs have no shortage of compelling material. Job growth statistics, talent availability, infrastructure improvements, incentives, all of these matter. But the key lies in how they’re communicated.
Rather than starting with data, start with a narrative. Content creators understand this instinctively: people remember stories, not stats. What if instead of listing your region’s key sectors, you told the story of a company that chose your location: and why?
Emotion, context, and clarity turn technical content into something memorable. And when it comes to economic development, that’s what sets one region apart from another.
Four Ways EDOs Can Compete for Attention
1. Storytelling: Turning Information Into Connection
At its core, storytelling is what transforms facts into something people care about. Every region has a story to tell (whether it’s about innovation, resilience, or community). The trick is identifying what makes your region relatable and unique.
Example: Instead of saying your region supports the clean tech industry, tell the story of a founder who relocated her solar startup because of local talent and university partnerships. Share how she hired 30 people and expanded nationally. That’s a story worth remembering (and sharing).
Narratives like these foster emotional investment and differentiate your region from others sharing the same stats.
2. Short-Form Content: Making a Big Impact in Small Moments
Modern attention spans are short. That’s not a limitation, it’s an opportunity. Platforms like TikTok, Instagram Reels, and LinkedIn videos thrive because they deliver immediate value in under a minute.
Short-form content helps EDOs reach decision-makers where they’re already spending time (on mobile, between meetings, or during commutes).
Ideas to try:
A 30-second highlight reel of your region’s innovation hubs.
A timelapse of a groundbreaking or new facility opening.
A behind-the-scenes video tour with a local entrepreneur.
3. Viral Campaigns: Creativity Over Budget
Virality isn’t about luck, it’s about resonance. Campaigns go viral when they’re emotionally charged, easy to share, or simply novel. And EDOs are more than capable of creating this kind of content.
Think local pride, surprising facts, or even humor. A quirky business, an unexpected innovation, or a spotlight on cultural vibrancy can all become campaign-worthy.
Quick campaign ideas:
Launch a regional hashtag and invite residents to share what they love about the area.
Create a video series on “Why I Moved Here” featuring newcomers and entrepreneurs.
Tap into memes or pop culture references to present traditional content in a fresh light.
Authenticity is the secret sauce. People don’t share ads, they share stories and emotions.
4. Data-Driven Creativity: Let the Numbers Guide You
Creativity gets you noticed. Data helps you stay effective. Smart EDOs blend both to create high-performing content.
Track metrics like:
Video views and completion rates
Engagement on different post types (carousel, video, infographic)
Click-through rates on newsletters and campaigns
Then use those insights to iterate. If your posts about quality of life outperform infrastructure content, lean into what’s working. If most leads come from short videos, produce more of them. Data-driven decision-making ensures you’re not guessing (you’re evolving).
Why This Content-Driven Approach Delivers
Thinking like a content creator isn’t about being flashy or trendy. It’s about being effective. In a world where attention is limited, content that connects on a human level gets noticed and acted on.
This approach is also measurable. You can track what’s working and continually optimize. You can test ideas quickly and respond to trends in real time. You’re no longer reliant on static presentations or once-a-year reports.
You become agile. Responsive. Competitive.
Three Takeaways for EDOs Ready to Compete
Make storytelling your foundation. Lead with emotion, back it with data.
Embrace short-form and shareable content. Reach your audience in the channels they already use.
Let data fuel your creativity. The more you know about what resonates, the better your results.
The attention economy isn’t slowing down. But for EDOs willing to evolve, it’s a chance to engage more meaningfully and win the moments that matter most.
