Content marketing has been described as a “dynamic” tool which businesses can use to better engage with their customers, one expert has claimed.
Julia Hutchinson, chief operating officer for the Content Marketing Association, has urged businesses to consider a content-led approach in order to cultivate an engaged audience which starts looking forward to a business’ messages, thomsonlocal.com reports.
Her first piece of advice was for businesses to tell a story, as this would encourage people to get involved most effectively. Furthermore, this method could also be used to keep them returning in both the short and long term.
Simply deciding on a content marketing approach isn’t enough, however, as Hutchinson also urged businesses to implement a strategy before they start on any campaign. Missives should be planned and integrated, so users feel a parity across all marketing channels so the tone and messages remain linked.
Content should not be identical, however, but instead correlating with the overall theme and fitting in with what preceded it and what’s still to come.
“It depends on the organisation, its customer touchpoints and their overarching strategy,” Hutchinson told managers.org.uk. ”Customers that feel an emotional connection with the brand are more likely to actively participate and engage.”