Brands should reconsider the role of engagement metrics for content marketing strategies

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 09, 2020, 1:20 PM UTC

Leverage interactive tools and features in content to convert initial engagement into active participation.

This piece recommends brands should focus on measuring engagement in a real and meaningful way with quantifiable attributions. Positioning engagement as a functional tool can help companies improve measurable and meaningful marketing goals like subscribed audiences, leads and conversions.

Marketers should evaluate content from the audience’s perspective and craft personalised content to engage audiences on an emotional level. Content should focus on audiences' needs and deliver valuable information and provide them with opportunities to interact.

The author suggests brands should create a platform of content in various formats and delivery options to provide a mix of content and engagement. Creating content with interactive tools like quiz and customisable templates can increase engagement. Interactive content can help brands convert site visitors into consumers.

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