hen planning their content marketing campaigns.
The tendency is to think "what shall we give our audience?" when it is just as important to ask "why should they care?"
I am fascinated by the whole psychology of social media: What motivates people to take certain actions, such as overshare the minutiae of their life, or angrily "out" brands on social networks rather than complain directly to them in private, or retweet unproven allegations (and therefore get sued), and so forth?
As well as these inevitable threats there lie opportunities for marketers if they can understand what motivates people to retweet, share, plus one, like and comment on content.
We hear a lot about the word “engagement”, but just what is it? We see that as the point at which customer-focussed content linked to business objectives meets the demands that target audiences want satisfied, be that the answer to a specific question, a general quest for knowledge in a particular field or just purely entertainment.
If marketers can find that sweet spot where their content satisfies consumer demand then they stand a chance at being successful at content marketing. They have achieved engagement