Originally published November 16, 2022 , updated on July 18, 2024

The trick to a successful marketing strategy is meeting the customers’ expectations while keeping them guessing a little. Brands need to deliver consistent, high-quality content because that’s what audiences expect. But brands also need to surprise potential customers every once in a while to keep them engaged. 

Interactive marketing is a great tool that can help companies boost customer experiences in unique ways. Brands can employ various content engagement methods to create personalised and enjoyable experiences for their target audience. It fulfils customer expectations while creating opportunities for new and interesting interactions. Thus, content engagement methods can attract potential customers to the brand and establish meaningful relationships. 

In this blog, we’ll look more closely at content engagement and its benefits. We’ll also dig into various content engagement methods and how professional content writers can help brands use these methods wisely.  

What is Content Engagement?

Content engagement is how a target audience interacts with different marketing materials. Liking a Facebook Live video, answering a Twitter poll, and sharing a blog post results of different content engagement methods. There are varied ways in which a user can interact with a marketing piece. The common factor is that the piece is relevant and influential enough that it moves the user to take action. But spurring a positive reaction is no easy feat in an audience that is inundated with information. 

This makes content engagement methods some of the most important tools in a marketing toolbox. When a potential customer engages with a brand, search engines and social media algorithms pick up on it. These channels then continue to show the user that brand’s posts. Even something as small as a comment or a share starts a conversation. Over time, these simple interactions can grow into lasting customer relationships.

Why is Content Engagement Important? 

1. Improves Lead Generation: Website pages, blog posts, and social media accounts with interactive elements can improve lead generation. It engages the target audience and shows the company which users are most interested in their brand. 
2. Increases Conversion Rates: Once a potential customer has interacted with a company’s marketing material, they are more likely to engage with it in the future. For instance, if a user likes a company’s blog post, they are more likely to subscribe to its newsletter. Thus, consistent customer involvement can help increase conversion rates. 
3. Creates a Community: Customer engagement can be personalised to suit different audience segments. With a comprehensive and strategic approach, the right kind of interactive elements can help a brand reach a wider audience. Different strategies can also encourage interactions between audience members, helping build a community of customers. 

Content Engagement Methods Brands Must Try

1. Online Events

Online events include webinars, virtual tours, online courses, interviews, and live streams. Such virtual events gained a lot of popularity during the COVID-19 pandemic and continue to be used to engage target audiences. The advantage of online events is that it allows a company to create engagement at relatively lower costs than in-person events. Moreover, it helps companies reach audiences across regions. Thus, online events can generate high rates of engagement and help brands gain instant feedback. 

2. Interactive Elements

Interactive elements such as quizzes, polls, and Q&As can be easily incorporated on social media pages. For instance, Ask Us Anything on Instagram or Twitter can be a great way to answer common questions as well as highlight product and brand features. Even eBooks and business presentations can be made more interactive with quizzes, visuals, and infographics. In such cases, professional content writers can help companies show off their personalities with witty and authentic writing. Interactive elements also generate a lot of customer data. Professional content writers can help brands break down this data and use it to learn more about the buyer persona. 

3. Search Engine Optimisation (SEO)

SEO plays an influential role in attracting and engaging customers. SEO tactics help customers find a brand’s web pages, which is a prerequisite of any further actions. On-page SEO tactics that help increase engagement include using high-volume keywords in headlines, meta descriptions, URLs, and other website copy. Other tried and tested SEO tactics are adding outbound and internal links, improving site speed, and using relevant images. Since SEO is such an important component of customer engagement, many companies choose to hire an SEO content writing company to help them. This gives them access to a team of professional content writers who can help the brand meet different SEO standards. 

4. Lead Nurturing

Lead nurturing is a content engagement method in which the business nudges customers through the sales funnel. You can do it in several ways, from providing information to training to support. It’s all about making sure that the customer feels like they’re being taken care of throughout their buyer journey. The goal of lead nurturing is to make sure that the customer has everything they need to feel comfortable and confident while they’re on a company website. It can be as simple as sending them an email to let them know when their item is actually being shipped. Otherwise, you can send them a friendly reminder that there are upcoming discounts available. 

Using content to nurture leads creates proactive, personalised, and targeted engagement. It can take some time to set up the right follow-up sequence for each lead part. Professional content writers can help here. They can create focused communication for each step of the sales funnel, increasing the likelihood that the lead will become a paying customer. 

Should I Hire Professional Content Writers to Increase Customer Engagement?

Making sure that your visitors are engaged with your marketing efforts is crucial for getting them to stick around on your website. The best way to do this is by hiring professional writers who know what they’re doing. This ensures that you get the quality of work that you need. Moreover, professional content writers can effectively monitor customer engagement. They can access important information about users’ interactions with your materials and use this information to optimise the strategy by fixing a problem or introducing new techniques. Hiring professional content writers also opens up your time and resources that can be directed towards other priorities. 

Looking for new ways to interact with your customers? Goodman Lantern is an award-winning content marketing agency with a knack for engaging customers. Reach out to our team today, and we can help you figure out your next steps. 

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