Content marketing customer engagement is crucial for any business. Imagine a business without any customer engagement at all and you know that it will go bankrupt in a short period of time. So it is important to keep your prospects and customers engaged.
However a content marketing strategy is not about producing content that you think you need to have. It is about creating content that is useful and relevant as relevance drives consumption. These are essential attributes content marketers must deliver on, in order to be successful.
Engagement in itself can be a rather vague term but Dave Chaffey bring clarity from content marketing customer engagement perspective by saying it is the –
“Repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand”.
In this article we take a look at content marketing customer engagement from non-profits and airlines to Google and current social media trends. We also look at how businesses can create better customer engagement with their content. This courtesy of tips and tricks from a few industry experts.
Content Marketing Media: Content Marketing Customer Engagement
Let’s kick things off with a look at latest content media happenings.
Game of Thrones: The Musical to Promote Red Nose Day
While the cause of red nose day is a worthy one it does present a content marketing customer engagement challenge. Especially since the cause is to raise money for children in impoverished places. While there have been a number of content marketing tactics and challenges this approach to Red Nose Day is at the very least funnier. NBC, the cast of Game of Thrones and Coldplay got together to produce a 12 min musical.
Published on may 21st the video has garnered more than 8 million views. No word as yet as to its effectiveness in terms of being able to raise funds.
Delta’s Latest Meme-Packed Safety Video Is Marketing Gold
It seems that unusual and perhaps outlandish airline safety videos have become a ploy to drum to up online views. Following the trend of Virgin America, and Air New Zealand, Delta has published its version which includes just about every meme in recent memory, lovable pets and special effects to ensure its virality. The video has gained over 5.5 million views in the week it has been published.
Google just made YouTube ads shoppable
Google announced a new feature called TrueView for shopping which will allow users to shop via an instream video ad by clicking on the banner in the video ad. With 50% of traffic coming from mobile views it plays nicely on mobile devices.
TrueView will provide a list of product cards beneath the video ad to direct viewers to where they can buy the product. According to VentureBeat, the new feature integrates with existing ad products, according to a blog post from Google:
TrueView for shopping enables advertisers to scale the manual process of connecting individual products with individual videos. Thanks to the first-ever integration of the Google Merchant Center into video ads, advertisers need only connect their campaign with a Merchant Center feed to dynamically add products to their in-stream videos, customized for each user through contextual and audience signals like geography and demographic info.
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