Engagement marketing
Engaging your audience with your brand is, like all of Internet
marketing, both an art and a science. There are definite and proven
methods-mechanisms by which to engage. There are also subtleties
such as voice and tone, concept and color, time and place. There
are a number of ways we approach and measure engagement marketing,
including:
- Relevant Content
- Content Syndication
- Rich Media
Relevant content
Whether a Web site's content is relevant to the audience or not
is easily determined by measuring the average time spent on the Web
site. If users are coming to the site and clicking into it,
consuming the content in relevant sections, we call that
engagement. If, on the other hand, a Web site has a lot of bounces,
hits to a page with quick exits, we know the content is less than
relevant, at least for the portion of the audience not engaging. In
engagement marketing, relevant content is the single most important
factor for success.
Content syndication
Another method for presenting relevant content on a Web site is
to pull it from other sources that allow live RSS feeds. Presenting
syndicated content is a way to gain a share of an existing audience
that might be interested in related topics. It goes both ways too.
Content on your Web site such as blogs, news items and articles can
be syndicated for outward distribution online as well as
subscriptions.
Rich media
Creative assets that offer interaction with users are rich
media. These assets can be very effective for reaching and engaging
a target audience, provided the content presented is interesting
and relevant. We can also measure the level of interaction with
rich media assets and adjust them accordingly.