We recently released new research on B2B Content Marketing. The report is chock full of great insights into what content marketers are doing and where they are struggling (check it out to see how you compare).
The research also identified a number of places where content marketers could use guidance – and the CMI contributors are here to help. In the coming weeks, they’ll weigh in with actionable ideas on how content marketers can improve what they’re doing.
The first topic we’re tackling is the challenge that was identified most often by content marketers: producing engaging content. In the coming weeks, our contributors will be giving you tips on how to make content more engaging – and measure the results.
But, before we get into specifics, I wanted to get everyone on the same page. I asked, “First things first – what does engaging mean to you?” Read on to learn how our experts define this often-used term.
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– Shelly Bowen (@shelbow) |
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There are two effective ways of overcoming such obstacles. First, with strong assurances that no competitive information will be revealed, get the support of a manager or executive high enough in the client’s organization who has a vested interest in sharing the story and who can sign off on the final copy. Second, start at the beginning and include the option to share the customer’s story in the job quote and proposal process—with the right to review and approve the content—and in the contract. |
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Our short paper called The Holy Trinity of B2B Marketing talks about the three questions that sustain engagement: “Who the hell are you?”, “Why should I care?”, and “Why should I believe you?”. |
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The first point of engagement is attention, so that readers stay to experience your message. A powerful tactic is through negative information. Following that, there is an emotional pathway that connects with readers to build credibility, trust, provide social proof, create desire and offer solutions to problems. Content can be so engaging a reader is compelled to take action. Other times, they will register an emotion like respect, trust, curiosity and desire, and earmark the source in memory or digitally. |
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Before you create a whit of content, you need to understand what your customers’ and prospects’ pressing problems are. Ask yourself – or better yet your customers — “What are your biggest challenges?” and “What’s keeping you up at night?” Help solve those issues in your content and I promise you’ll get an engaged audience. – Wendy Marx (@wendymarx) |
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Engaging content touches me on multiple levels. It stimulates me intellectually by challenging my beliefs. And it touches me emotionally by connecting with my hopes and fears. Content marketers should consider using adult learning principles as guidelines for developing engaging content. With apologies to M. Knowles, for your target audience:
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For a prospect, engaging content needs to do one, or even better, both of two things:
This may seem selfish on the part of the prospect, but their time is valuable. You simply must recognize who your prospects are and fulfill their needs and/or make them laugh. |
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On the idea side, the content is positioned to spark audience curiosity by being creative and relevant, and having some type of a call to action that invites the audience to add their own thoughts and expand the conversation. Using a blog post as an example, you might write about a framework that would help your audience accomplish something that they struggle with today, and end the post with a question to learn if any readers might already be applying elements from the framework you’ve provided. On the technology side, engaging content must be designed and distributed in a format and through vehicles that empower the audience and make it as easy as possible for them to engage. Going back to the blog example, you might upgrade your comment system from the stock WordPress comment application to something like Disqus Comment System to make it easier for your readers to participate as other readers add their comments. – Nate Riggs (@nateriggs) |
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‘Engaging’ content has nothing to do with me, and everything to do with my audience. It requires understanding the world that my audience lives in and communicating with language and terms that genuinely resonate with my audience. |
Summary
Whew. A ton of useful info, right? While each of our contributors has a slightly different take on this question (and some people suggested ideas that I haven’t even considered before), here are some of the similarities:
- Make sure content is relevant to your audience and helps them with an issue they have right now.
- Give your audience something that they can’t find anywhere else.
- Be entertaining, educational or both.
- Tell the audience a story.
- Invite the viewer to engage with you further by adding a call to action.
I’d love to get your thoughts. What is your definition of engagement? Is there anything you would add to this list? Let us know in the comments!
Want your audience to take notice and take action on your brand’s content? Our newest Guide to Essential Content Marketing Tactics has tips, insights, and ideas that can help increase your success with today’s top content marketing plays.
Other posts in this series: