Ask 20 marketers to define content marketing, and you’ll likely receive just as many different interpretations. However, when asked to define success in this field, most will offer a similar response: “We saw measurable engagement that indicated the content was connecting with our target audience.”
Engagement is the hallmark of high-quality, well-researched content. The goal is to encourage interaction with your brand: sparking conversations, fostering connection and ultimately transforming casual audiences into loyal advocates. Yet, achieving this level of engagement is not always straightforward and requires a strategic, thoughtful approach.
What is Driving Engagement?
The content that engages one audience might not provide value to another. That’s why it is imperative to know your target audience’s pain points and get familiar with the best strategies for engagement:
- Video
Many marketing experts are uniquely focused on this topic, but there’s a reason for it – consumers love video. Research shows, video content can create 1,200% more shares than text. - Test Them
Consumers derive great joy out of being quizzed, and you don’t have to be a Sporcle fanatic to get sucked into a content marketing quiz. Make your quizzes fun and informative and you’ll see greater engagement. This is also a way to collect data on your target audience and create a higher quality lead list. - List It
Humans are hardwired to like lists. These are not only easy for them to scan in a blog, but they are also highly shareable. Consumers get an interesting bit of psychological satisfaction from lists, so give them what they want and start creating them. - Images Always
None of your content marketing should go out without a video or an image. Take a look and see how your content that went out without images fared compared to the content with images. Studies have shown that your image-laden content is shared about 94% more often than text-only content.
If you’re stuck in a rut with content marketing, you’ve got many support lines there to pull you out. One of them is SJC. Our team of content marketing specialists will build a strategy based solely on your needs and those of your target audience. Contact us and let’s talk about getting the engagement your brand deserves.