Junta42 has done it again. If you’re not familiar with them, Junta42 is a content marketing firm that publishes some of the best information on content marketing in the profession. And they’ve just released a new white paper on engagement that is must reading. Written by Junta42’s founder, Joe Pulizzi, and Keith Weigold of Nutlug, the white paper tells you why engagement is important to you and your customers and how to use engagement in your marketing strategy and measure whether you’ve succeeded or not.
Engagement: Understanding It, Achieving It, Measuring It outlines a six-step plan for implementing an engagement strategy:
- Define engagement — first for your customers, then for your brand.
- List objectives — first for your brand, then for your customers—that can be influenced by engagement.
- Choose channels that are most likely to achieve your marketing communication objectives via engagement — print media, digital media, social media, speaking, etc.
- Experiment with different marketing communication efforts to achieve engagement — white papers, newsletters, books, etc.
- Set metrics in place to measure your engagement efforts — linked to your objectives.
- Learn, strategize, tweak, experiment, test, refine, repeat.
Engagement and Thought Leadership Marketing
Effective thought leadership marketing requires that you create great content to engage your audience (prospects and customers). Engagement means that your content got their attention. Are you trying to educate them? Maybe you point out an industry trend so they’re better prepared for the future. Or are you trying to demonstrate that you have a certain expertise? Maybe you offer them a solution to a problem they face they hadn’t thought of. How you engage your audience should be determined by what you want to accomplish.
Whatever thought leadership content you publish, your audience will appreciate the value you’ve provided. They’ll usually show this appreciation by engaging with you in various ways—subscribing to your newsletter, downloading your white papers, buying your book, commenting on your blog, retweeting your tweets. You’ll develop a relationship that connects you. Eventually this connection, this engagement, will lead your audience to trust you, rely on you, and cause them to act in your favor (buy from you or recommend you).
Engagement is key to a successful thought leadership marketing strategy. So follow the steps outlined above and you’ll be well on your way toward building that trusted relationship you’re looking for.