“Content marketing” seems to be the marketing buzzword of the year so far. But the term “content” covers more types of material than ever before, and you need a wide range of tactics to attract customers and prospects to that content. BtoB Online recently gathered some useful factoids about the best ways to drive customer engagement with your content.
- Think of content as a continuum that includes everything from the micro (tweets, photos on Tumblr) to the medium (blog posts) to the long (ebooks, white papers and webinars). Use short-form content to funnel customers and prospects to engage with your longer content.
- Make it eye-catching, easy to take in at a glance and simple to share. Customers are overloaded with information, which is why shorter content is catching on. And even your photos and tweets need to stand out.
- Keep the time factor in mind. Different forms of content have different lifespans. For instance, 60 percent of interaction with a Facebook post takes place within the first hour, while 75 percent of emails are opened after at least an hour has passed.
Learn more at BtoB Online.
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