Audience Engagement: It’s More than a Content Marketing Buzzword
Here at Pace, I hear the word “engagement” spoken multiple times a day. I read it in content marketing newsletters and blog posts. I think about it whenever I’m creating or optimizing an asset—Will this asset engage our readers? Our analytics team has even implemented a cumulative engagement score ranking system for content. It’s no surprise: we measure the effectiveness of our content by how engaging it is, so we use the word a lot. But engagement can take on different meanings depending on what your client or brand is and what your medium is meant to do. It’s important to define engagement for yourself, your team and your client in order to set expectations and meet goals.
Big Answer to a Small QuestionI posed the question “What is engagement?” to some Pacers. Here’s what our content strategist Susan Stegemann said: An engaged audience, to me, means visitors are consuming the content you’ve created in some way. They are reading and scrolling, they are watching a video, they are clicking on links, they are sharing your content, they are commenting on your content, and they are talking about it and/or remembering it enough to come back to the content itself or your site in general. Engagement might include making a purchase, but that’s not a sole measure of engagement by any stretch. Let’s look at a Pace client website, Verizon Mobile Living, which is an editorial section of VerizonWireless.com featuring tips, tricks and tech for the ultimate mobile life. As Susan points out, there are a variety of ways to measure engagement. On Mobile Living, the measure of engagement depends on the goal of an asset:
- An article may be intended to drive sales of a new Verizon device.
- A video may be intended to boost brand affinity.
- An infographic may be intended to educate customers.
- A listicle may be intended to inspire readers with potential new uses of their smartphones.
- An immersive experience may be intended to draw readers into an emotional story.
- A campaign may be intended to promote social interaction.