Once upon a time, when I first entered the glamorous world of public relations, I worked in Miami on fru fru events and accounts that were very much like what you saw Samantha Jones doing in Sex and the City.
I hated it.
I was exhausted. Overworked and underpaid. And exhausted. Exhausted from securing real live tigers for grand openings (yep that happened). Exhausted from begging local mayors to show up for ribbon cuttings just to get that one shot for the local paper. Exhausted from faxing press releases to hundreds of people (yep, that happened too!).
In Boston a few years later, I fell in love with PR again. Because I snagged a job at an agency focused on tech (I had no tech experience), and spent the next several years geeking out finally feeling in my element. And you know what I loved most? That I was surrounded by wicked smaht people. No tigers, no faxing. Just mind blowingly awesome co-workers and ridiculously smart clients all hatching technologies that I was genuinely excited to learn about and pitch the heck out of.
Now, back in Florida and immersed in the world of content marketing technology, I am still learning every day from some of the brightest stars in the content marketing space. The media, analysts, customers and influencers I am exposed to are seriously top-notch and the best in the biz. I just had to tap into this high-caliber pedigree and grab some content goodness. So I did.
I made a short list of some content marketing hot shots and asked them what piece of advice they would give to improve content engagement. Why? Because engagement is crucial to content marketing, yet presents one of the biggest challenges to marketers. In offices everywhere, marketers are brainstorming ways to boost engagement with their content marketing efforts. Nobody is immune to this challenge and the ability to churn out awesome content that pulls your audience in, is something that can make or break your strategy.
The Content Marketing Institute & Marketing Profs reported that “Creating more engaging content was B2B marketers’ top initiative for 2014” and “The top 5 content marketing goals in 2014 are brand awareness, lead generation, customer acquisition, thought leadership, and engagement.”
Additionally, LinkedIn’s Technology Marketing Community reported that the “top 3 things that make content effective: Audience Relevance (58%); Engaging and Compelling Storytelling (57%); Triggers a Response/Action (54%).”
The content marketing landscape has evolved, as have the expectations of your audience. Not to sound like a broken record, but effectively engaging them is a necessary component to every brand’s marketing strategy regardless of industry, and it affects all of us (yes, even you).
So get comfy, grab your coffee or matcha tea or whatever you’re into. And get ready for some advice from people worth listening to. And then, after you read and soak up these nuggets of wisdom, we would LOVE if you shared YOUR advice to improve content engagement.
Michael Brenner, NewsCred
Joe Pulizzi, Content Marketing Institute
Samantha Stone, Marketing Advisory Network
Ann Handley, MarketingProfs
Rita Rosenberg, Crimson Marketing
Ginger Conlon, Direct Marketing News
Rebecca Lieb, Altimeter Group
Eight different perspectives on content engagement from people who know their stuff. So now I am going to shine the spotlight your way. You tell us what efforts YOU are making to improve content engagement? We’re all ears!