Customer Engagement and Experience in Content Marketing, Part 2

User Experience = Customer Engagement

Earlier this month I wrote about customer engagement and experience in content marketing, specifically focusing on web design to promote engagement (By the way, OpenView Labs was recently highlighted by WordPress as a showcase. Do you think our site is engaging? Please vote and voice your opinion).

A comment on the post has really resonated with me as time has passed. Andrea Bierly of TaleFoundry commented on the importance of designing publications specifically for onscreen reading. I cannot agree with her comment more!

Creating multiple content formats to engage your audience

OpenView implements the strategy of creating multiple formats of content for the Labs site. We create and publish podcasts, articles, and videos so our visitors can consume and engage with our content on their terms. Just because you don’t listen to podcasts, doesn’t mean your target audience doesn’t! This approach for content development not only helps to communicate to our visitors’ pain points but also saves time. Typically video and podcast recording sessions occur one after the other, most commonly in the short period of a morning or an afternoon!

In addition to audio and video content, be creative with written content. Some audiences will gravitate towards blogs offering a few key ideas whereas others would like to consume a full how-to guide in an eBook or white paper.

My point is simply to keep an open mind about content development and customer engagement.

Do you create multiple formats of your content?