Editor’s note: Given that engagement often sits near the top of the list of content marketing goals, we are publishing an updated version of this article originally published in 2016.

The term “content engagement” gets thrown around a lot. I get that. Why would we be creating content if we didn’t want people to engage with it?

But what, in all seriousness, does engagement mean? “Clicks,” “social shares,” and “time on page” are phrases I often hear when companies talk about how they measure engagement, but how accurately do metrics like these disclose how – or if – people are interacting with your content?

Stick with me and you’ll find out the true meaning of engagement and how to measure engagement to see if your content is delivering.

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Your content packs a powerful punch – a high-flying, out-of-the-park hit. Your team and brand executives jump up and fist pump, while your competitors slouch glumly at their desks.

We know what a home run is in baseball – it gets the biggest crowd reaction and sometimes decides the game. But what is its equivalent in content marketing? We asked Content Marketing World 2019 speakers to define it.

Their answers surprised me and they might surprise you. Most construe a home run not as a single event or thing, but as part of a greater content marketing game plan.

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