engage the audience to drive conversation The suggestion that ‘content is king’ has become rather cliché. Notwithstanding this, content is one of the most important components of a 21st century marketing strategy. Content can be a highly effective tool for: Educating the target market Positioning the brand Encouraging conversation Collating ideas etc., etc. Increasingly, however, […]

engage the audience to drive conversation The suggestion that ‘content is king’ has become rather cliché. Notwithstanding this, content is one of the most important components of a 21st century marketing strategy. Content can be a highly effective tool for: Educating the target market Positioning the brand Encouraging conversation Collating ideas etc., etc. Increasingly, however, static content is not enough. There is growing appreciation that content should be interactive. Research reported in The Insider in 2017, found that: High quality static content has a 36% chance of encouraging conversation High quality interactive content has a 70% chance of encouraging conversation Clearly, conversation is not the be all and end all of online or content marketing, but it is important. Conversation: Spreads the word Provides proof of consumption Suggests caring Provokes feedback Interactive content in the form of quizzes, polls, competitions, calculators, contests and the like can be very effective at…