What is Customer Engagement?

What is the one concept that defines your content marketing strategy?

CUSTOMER ENGAGEMENT.  If this is not at the forefront of your marketing strategy, continue reading.

Customer engagement has been a hot topic among content marketers and rightfully so. After all, if your customers (or prospective customers) aren’t interested or not consuming your content, does it even matter? Experts in the Content Marketing Institute (OpenView is a sponsor) recently debated the topic of customer engagement over a series of articles.

To me, customer engagement for content marketing boils down to the value customers receive when consuming your content. Content marketing represents a great method to develop and foster a meaningful conversation with your customers and prospects. It indicates you grabbed your audience’s attention and as a result they are now eager to read, watch or listen to more of your content.

Customer engagement should be a strong driving force to your content development strategy. Want a quick tip on producing engaging content? Create content that provides solutions to common pain points faced by your personas or target audience. Reach out to your customer or prospect base to determine their pain points and interests in addition to understanding the types of content they are comfortable with consuming. Here are some tips to help you execute your content marketing strategy.

Here are what some other CMI contributors and experts had to say about customer engagement.