An engagement marketing strategy focuses on reaching out and communicating with people as individuals, based on who they are, and wherever they are in their journey to purchase. Implementing this strategy requires understanding your customer personas, how they move through the purchase funnel, and the most effective ways to engage them at each stage of their journey.
Content designed to educate your target market can be helpful to prospective customers well before they are ready to buy. By offering useful information, brands can help customers to understand the factors that they should be considered as well as building trust by acting as an advisor.
When the customer is ready to buy, the brand whose content helped shape their decision will be in the top of mind. Great content can also be used for attracting inbound leads. If prospective buyers know that a company or brand is regularly releasing a quality blog post, they will return to the site more often.
In addition, gated high-value content assets are an extremely effective tool for converting prospects to leads. High quality, relevant content on websites will also contribute to SEO, help drive organic inbound leads, the goal of content marketing is to develop a lasting relationship with prospects and customers.
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Data were driven from 301 marketing influencers who responded to this survey during the week of May 20, 2019, with a standardized online questionnaire and a proprietary 3-minute survey format.