User Engagement: Say, “I Do”

January 21, 2015In Research, Ideas, Marketing4 Minutes

Experiential engagement comes first. We must like how something looks, smells, sounds or tastes to be drawn in for more. To that end, good content is guided by a thoughtful and intentional desire to help a user flow through a meaningful experience – this is where content is the driver for the long game. With a focus on unique benefits, key goals and objectives, the strategy is driven by crafted content that is meaningful and measurable.

Successful content creation will create engagement. The more content produced – and the more time spent honing and editing – the more engagement opportunities will present themselves. Creating useful content specifically tailored to an audience that is already listening will convince and convert an audience that is more than likely already privy to the brand at hand. Developing and delivering a steady stream of useful content will sustain the existing base and bring a new prospective set delivered right to the front door.

By leveraging various types of brand-building methodologies from the beginning, an organization can vastly improve its conversions and impact on the market. Through collaboration with designers, writers, SEO specialists and marketers, information gathering can help to custom-tailor the growth experience.

Along with strategically developed content, a range of drivers can prove just as powerful with regard to user engagement as carefully crafted, optimized material.

Much like a referral, user-generated content is a powerful tool. The consumer profile has changed dramatically over time, primarily due to the accessibility of technology. A brand doesn’t necessarily speak for itself – its users speak for it. A range of opinions and references are a requirement for a buyer about any product or service being considered. From site ratings, review-based platforms, blog comments or social network feedback, user-generated content is now becoming the first line of decision-making.

There is no magic formula for highly-shareable information, but it’s critical to have a good content strategy team to develop and deliver content that is timely, concise and compelling. Shareable content creates and drives a keen awareness for a brand. If the content is useful and engaging to a user or community, it will likely be shared via social media, email or word of mouth recommendation or conversation fodder.

It’s not just about tagging anymore. Content must be optimized with both the user and SEO in mind, and with an increased focus on quality and experience, content must be the driver. While this creates a better user experience, it can be challenging to implement best practices when creating content for searchability. Understanding user needs is the frontline while writing optimized content for organic searchability is paramount.

Purchase Based
When a user makes a purchase, this is a testimonial – a conversion in its basic form. Purchase-based content, whether in the form of a review or simply seeing a product or service, is the most effective driver in creating new business. Taking advantage of this via survey, review or client interview creates organic content that can be used for future marketing campaigns and promotion.

The content strategy goes well beyond the constraints of an organization. With the reach of social networks, comparison and commerce sites, blogs and market reviewers – the plethora of outlets that influence sales and drive engagement is seemingly unending. An organization needs to keep on top of both the positive and negative content cycles with an eye on thoughtful responses and a strong sense of brand identity.

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