What Content Inspires the Most Consumer Engagement?

Content marketing works–when done correctly!

Content marketing can be used to expand reach and visibility, educate your audience, create an emotional bond, entertain, and engage. When done properly, content marketing can also drive consumers to take the next step and either buy your product or take the next step in becoming a customer.

But what type of content marketing drives engagement?

A recent study by AOL analysed 55,000 consumer interactions with content in 8 different countries around the world. Here’s what they found:Content-Marketing-Engagement-Data

Key content marketing lessons to be learned:

People want to be inspired.

Each day, people from all walks of life are looking for inspiration. Content that meets this need, gets engagement. Look for what inspires your target audience. At BARQAR Marketing, our target audience is business professionals responsible for delivering great marketing and driving sales. Therefore most of our content is geared towards inspiration to achieve those goals. We focus on data, research, ideas and case studies that hope to inspire new ideas for their business.

People want to feel good.

It’s a basic human need! As marketers, we need to look for ways to make our audience feel good. Look for ways to evoke a positive emotional response. Look for ways to make your customer’s lives easier. If you can solve a unique problem, highlight how and give them the tools needed to make their job or life easier!

People want to feel connected.

The study found that people engage with content to feel connected and up to date socially. Marketers should look to build a community and make people feel connected. Take time to look at your consumers’ social interests. See what they are most passionate about and look for ways to tie this to your brand messaging. If you’re a local company, it could be something as simple as posting about the local sports team.

People want to be entertained.

Master marketer (and entertainer) Walt Disney once said, “I would rather entertain and hope that people learned something than educate people and hope they were entertained.” As marketers, we need to keep this is mind. Yes we want to drive business. But first, you need to pull people in. Look for ways to entertain and don’t always be selling! Focus on adding value and sales will come organically.

Ready to kick-start your content marketing efforts?

At BARQAR Marketing we help companies of all sizes with their content marketing efforts. We have a team or over 50 writers with expertise in a wide range of areas. We also have 12 dedicated content marketing experts in Buffalo that help companies both locally and across the globe with their social and content marketing efforts. Contact us today to learn more!


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