6 Innovative Content Marketing Strategies That Drive Engagement

The old saying, "Content is king," still holds true today.

Organizations big and small use content marketing to build trust, raise brand awareness, and increase sales. In a 2022 survey, 80% of companies said their efforts in this area were "very successful."

What makes content marketing so effective is its ability to drive engagement. Just think about the blog posts you read during lunch break or the videos you watch when you need help with a product.

Chances are, you'll take some sort of action if the content is good. For example, you might share it on social media, leave a comment, or hit "Like."

But what does it take to create content people want to read? And which content marketing tactics drive the most engagement? Let’s find out. 

Why Customer Engagement Is Key to Business Success

Customer engagement is the process of interacting with your target audience across different channels. If done right, it can help you build lasting relationships and foster brand loyalty.

This process begins the moment a potential customer discovers your brand or products. From that point, you'll want to provide value with every interaction to win their business.

The experience a brand provides is just as important as its products or services, according to 88% of the consumers interviewed by Salesforce for a 2022 survey. Nearly 75% of respondents said they expect companies to understand their needs and expectations.

Given these aspects, it's no surprise that top brands like Apple, Nike, IKEA, and Coca-Cola invest heavily in content marketing.

For example, Apple's content strategy revolves around fostering a sense of belonging. Its articles, videos, and social media posts make customers feel like they're part of an exclusive community.

American Express, on the other hand, focuses on educating its audience. The company shares video content, podcasts, and practical guides aimed at helping entrepreneurs drive business growth.

Such initiatives enable marketers to nurture customers and build trust. This can lead to better relationships, reduced churn, and, ultimately, more sales. 

According to Gallup, increasing customer engagement can boost sales by 66%, brand loyalty by 25%, and net profit by 10%. Therefore, engaged customers stick around for longer and spend more with the brands they're loyal to.

How to Measure Content Engagement

Content engagement refers to how customers interact with your videos, newsletters, videos, and other types of content. For instance, a potential buyer could read an article you published on LinkedIn—and then share it with a friend or ask a question in the comments section.

Tracking these interactions can provide insights into customers' needs and preferences. Moreover, it can help you determine what you do well and what you could do better.

For example, you may realize that your audience isn't interested in a topic you wrote about. Or that they prefer video content over text when interacting with your brand.

These insights allow you to better understand consumer behavior and craft content that converts.

But first, determine how you'll measure content engagement. Consider where you publish and share your content and the customer interactions that matter most to your business.

Next, decide which metrics you want to track. Let's see a few examples:

• Unique visitors
• Page views
• Average time on page
• Session duration
• Bounce rates
• Click-through rates
• Conversion rates
• Social media likes, shares, and comments
• Email open rates
• Email signups
• Brand mentions

Say you want to see how customers interact with your website. Use Google Analytics, Hubspot, Semrush, or similar tools to measure web traffic, page views, conversions, and other metrics. Another good choice is Hotjar, a tool that generates heat maps to track user behavior on your site in real time.

Similarly, you can use Facebook Audience Insights, LinkedIn Page Analytics, or email marketing software to measure content engagement across different platforms. 

Try These Content Marketing Strategies for Higher Engagement

Content marketing is both an art and a science. You can't just publish a bunch of blog posts and expect to drive engagement.

Sure, your content could go viral and garner thousands of shares, but that's unlikely to happen unless you have a strong online presence. And building a solid online presence requires strategic planning.

A good starting point is to review your website and social media analytics to delve into customers' needs. After that, put the pieces together and develop a content marketing plan that aligns with your goals.

For best results, experiment with different content formats and stick to a publishing schedule. Also, engage with your audience across various platforms, not just your website or the major social networks.

Moving forward, use these content marketing strategies to drive your audience to take action. 

Get to Know Your Customers

The more you know about your customers, the better you'll be able to meet their needs. From creating content to managing sales leads, everything will get a lot easier.

So, what you should do is collect customer data and then use it to build audience personas. These are fictional profiles that represent different customer groups within your target audience.

Let's say you run an interior design business. 

One of your buyer personas could be Ellen, a 35-year-old woman living in a trendy neighborhood in a major city like Chicago or L.A. She's single, has no children, and makes around $300,000 per year.

Ellen owns a studio apartment but doesn't have much space available. An interior designer could help her make the most out of every inch and turn her studio into a functional space.

Next, use these insights to create content that resonates with your buyer’s persona. Returning to the above example, Ellen could be interested in articles, videos, and social media posts related to:

• How to decorate a small space
• How to make a small room look bigger
• Space-saving furniture solutions
• Multifunctional furniture ideas
• Studio apartment layouts

If your content is relevant and engaging, Ellen will "like" and share it online. She might also browse the rest of your blog, ask questions, and book a call to inquire about your services.

Deliver Personalized Content

Depending on your target audience, it may not be possible to create content for each buyer persona. But if you know how to segment audiences, you can personalize your content for each customer group.

More than 70% of consumers expect personalization from the brands they engage with, according to a McKinsey survey. For example, 66% of respondents said they want companies to tailor their messaging to their needs.

Personalization drives customer loyalty, engagement, and sales. Nearly 80% of the buyers surveyed by McKinsey admitted they're more likely to purchase from brands that offer personalized experiences.

Addressing relevant topics on your website and social media pages is a good start. Go one step further and create different types of content based on your customers' preferences.

For instance, some buyers may prefer video tutorials over written instructions. Others may not have the time to read a research article, but you can use infographics to summarize your findings.

Again, review your website and social media data to see which type of content performs best.

Make Your Content More Interactive

Quizzes, polls, buttons, surveys, and other interactive elements encourage user participation. As a result, they can drive engagement and enhance the customer experience. Plus, you'll gain further insights into your audience.

A good example is Spotify's Mood Quiz. It consists of five questions aimed at helping users find a playlist that matches their mood for the day. It's quick, fun, and engaging.

Another example comes from Uber, which features an interactive price estimator on its site. You enter your pickup location and destination, then click a button to get a quote.

Now let's say you're an accountant. You could incorporate a quiz into your blog posts to help prospective clients choose a service package that meets their needs. Or add an income tax calculator, a VAT calculator, or a profit margin calculator.

These elements can keep customers on your site longer and encourage repeat visits. Moreover, they will provide added value and enable personalized experiences.

Leverage Immersive Storytelling

Back in 2020, Forbes referred to immersive storytelling as "the new marketing frontier." If executed properly, this strategy can boost customer engagement and evoke a strong emotional response.

Immersive storytelling involves using virtual reality (VR), 360-degree videos, gamification, and other technologies to draw the audience in. Viewers become active participants in the story, exploring real or fictional worlds and, sometimes, making choices that guide the narrative.

For example, Google Spotlight Stories features 360-degree videos revolving around various themes. Viewers can use their smartphones or VR devices to explore virtual worlds and unlock mini-stories.

This content marketing strategy is widely used in sales, tech, real estate, fashion, and other industries.

Let's assume you operate a car dealership. Leverage VR and gamification to enable buyers to virtually "test drive" different car models from any location. The videos would revolve around realistic driving scenarios while showcasing the vehicle's features.

According to Architosh, 81% of consumers are drawn to VR and would tell others about their experiences in this area. What's more, 53% would purchase from brands that use VR technology.

Incorporate Micro-Moments into Your Content Strategy

Long-form content tends to perform better in search results and drive more engagement than short-form content. According to Backlinko, articles between 1,000 and 2,000 words get 56% more social media shares than those under 1,000 words.

However, this doesn't mean you should only publish long-form content. Some people simply want to get a quick piece of information or watch something that makes them smile.

These so-called micro-moments are common among mobile users. For example, someone waiting for the bus might use the Facebook app to find inspiration for their next vacation.

Incorporating micro-moments into your content strategy can help you attract and engage a wider audience. These could include:

• Short videos
• Infographics
• Motivational quotes
• Memes and GIFs
• Brief podcast episodes
• Daily or weekly challenges
• Bite-sized tutorials
• Quick facts

For example, this video tutorial from Office Instructor shows viewers how to create a data entry form in Microsoft Excel. It's less than three minutes long, which makes it ideal for users who need a quick solution on a busy day.

If you're concerned about SEO, create a longer, more detailed version of the content in question. Share both versions on your site and social media pages so visitors can choose one that meets their needs. 

Experiment with Different Platforms

The more people see your content, the higher your odds of sparking engagement. We're not saying you should spread yourself too thin, but that you should step outside your comfort zone and try out new distribution channels.

Look beyond Facebook, LinkedIn, and other platforms used by marketers. 

Consider sharing your content on ThriveGlobal, Medium, Substack, the Zupyak content marketing community, and niche websites. You can also publish short posts on Q&A platforms like Reddit or Quora—and link your website for further insights.

Consider your audience and the topics you cover. Add one or two distribution channels to the mix, track the results, and decide on the next steps. 

It's also worth mentioning that some brands get little engagement on Facebook or Instagram despite posting regularly. If that's the case, don't rush into paying for ads. Instead, move on to a different platform and see how it goes.

For instance, The Startup has over 772,000 followers and eight million monthly readers on Medium. 

UX Collective, UX Planet, The Writing Cooperative, and other companies have thousands of followers, too. They all used Medium to establish their brand identity and reach a global audience.

Foster Meaningful Connections with Your Audience 

Depending on your niche, you may be competing against thousands of other businesses. Just like you, they publish and share content to engage customers. 

The only way to set your brand apart is to truly get to know your audience and deliver personalized content. Thinking outside the box is just as important. 

Anyone can publish a blog post or share a video, but not everyone can create immersive experiences or editorial pieces that make a lasting impression. It’s this kind of content that allows you to connect with your audience on a personal level and drive engagement. 

No one says you have to reinvent the wheel to be successful. Instead, keep an open mind and fine-tune your digital marketing strategy by trying out new platforms and technologies. Write from a different angle, share your experiences, and make every word count.