INgageHub provides a rich set of tools to create and deliver two-way content to your audience. Your content doesn’t just speak to your audience. It also listens. One of the keys to success with INgageHub is to understand the content philosophy that drives customer engagement. Beyond email marketing or keeping your social channels warm with regular posts, the INgageHub strategy promotes something we call Content 360. It encompasses four components:
- Engaging interactive content.
- Engagement questions strategically constructed and placed within the content.
- An enticing email to draw your audience to your content.
- An attractive social post to reach your general audience.
Engaging Interactive Content
The first characteristic of a well-performing campaign is to start with engaging interactive content. There is a rich range of content types from which to choose from the INgageHub template library. A mix of article/blog content that your audience will read, videos they will watch, or images they will see will keep them engaged across multiple campaigns.
Another variation that will keep your audience interested is in the topic your campaign covers. While it is important to intimate your products and services to your audience, it is equally important to discuss the general need, space, and industry you are in.
Overall, when considering what type of content to include in your campaigns, consider the central question of whether it would be interesting to read, watch, or see, regardless of whether the audience is in the market for your products or services today.
In communicating content that is engaging in these ways, you will widen your audience and actually be more likely to engage with buyers than if you try to target them by some artificial means.
Engagement Questions
The central data point around which the INgageHub system is built is the engagement question. It is important to include engagement questions both for the quality and efficacy of the content and to set yourself up to leverage all of the powerful features INgageHub has to offer.
There is an entire article dedicated to the art and science of this aspect of the content philosophy that we encourage you to review, Content That Listens: Enabling Your Content for Engagement.
Delivering via Email
A key component to a successful campaign is effectively delivering your content to your audience. One of the most venerable and popular methods for doing this is via email. All INgageHub campaigns come pre-built with an email that matches the design and theme of the interactive campaign.
There are volumes of articles online dedicated to the art of choosing your email subject and what to include in the message itself to drive the greatest number of recipients back to your content. The key is to make it compelling but not give away too much of the content without requiring the recipient to click through to the full content.
INgageHub also has a rich set of features to embed “merge variables” such as the recipient’s name into the message. The list import, cleanup, and management tools and the variety of email services supported also foster effective email marketing.
Be sure to spend some time customizing the email subject and content of the emailed version of your campaign to see the best results.
Delivering via Social Channels
The final part of our Content 360 strategy is to provide an attractive social sharing banner and description. While social channels provide their own intelligence and tools for picking the sharing image and description from the content and title, INgageHub provides specific features to ensure these elements are customized for maximum impact when sharing through those channels.
To ensure your campaign will be attractive and enticing when shared socially:
- Replace the social sharing banner image and associated description provided as placeholders with every template in the INgageHub library with a compelling, properly-sized image and a brisk, bright summary of your content, respectively.
- Test the social share using your network’s tools, as appropriate. For example:
- For Facebook, you may use https://developers.facebook.com/tools/debug.
- For Twitter, you may use https://cards-dev.twitter.com/validator.
- For other networks, refer to their help and support resources for a similar tool.
In conclusion, we encourage you to embrace the Content 360 philosophy and consider the patterns and practices we discuss here to make your content more engaging and work across multiple channels.
For more information, feel free to contact us at support@ingagehub.com.
0 Comments