What content really commits? The Scoop Inside From 30 Marketers

Do not worry, this is not another article that attempts to define content engagement from a qualitative or quantitative point of view.

This article describes what engagement looks like from the point of view of the public. We asked Content Marketing World's experts to share content that encourages them to engage or trust a brand.

What #content makes you commit to a brand, trust @cmicontent. Read the answers of speakers #CMWorld >> Click to Tweet

Read on to take a deep look at the spirit of CMWorld's speakers and discover the content that inspires them to dialogue. And in some cases, learn what brands they think they are doing.

Connects emotionally

"Jacquie Chakirelis, Marketing Director at the Great Lakes Science Center, points out content that triggers an emotional bond."

Emotion is also the connector of Jeff Leo Herrmann, president of Madison, Michigan & Market. As Kiley Peters, owner and CEO of Brainchild Studios succinctly explains: "It's funny. It's different. It's relevant. It evokes an emotion. "

Engaging #content is funny, different, relevant. It evokes emotions, says @ kileypeters. #CMWorld Click to Tweet

For some experts, the emotion aroused by the content depends on its relevance to them or their needs at the time. For others, it's not about emotions, but about useful or entertaining content. Or how much the brand is determined to fulfill its commitment.

HAND-RELATED CONTENT: The art and science of emotional engagement

Delight of Sparks

"It gives me joy. Seriously, it's joy. I know that my inbox is full of emails with great information and tips, but they often languish without being opened. Why? Usually because the content is dry.

"Those I always open are those who bring me joy. Maybe they are always funny. Maybe they always tell a story in a very engaging way. Maybe they always have amazing pictures or original videos. I really maybe really like the tone of voice that the company or the person uses. But the common thread is that these emails make me happy when I open them. I can not wait to open them. "- Dan Hatch Founder, Typeet

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Respect Me

"The best content brands respect my time, catch my eye and reward that attention with intelligent, entertaining and well-thought-out content that they have clearly enjoyed creating.

"Their content comes directly from things they really believe in and value. I believe in these things and value them too, so their content resonates with me. "- Doug Kessler co-founder of Velocity Partners

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speaks to me

"The content that I like most does two things: 1) it talks about a specific problem / challenge or an idea that inspires me and 2) it uses the same language as used in conversation, engaging style. The content I am about to act on is inspiring, clear and concrete. This connects the points from where I am to where I want to be. "- Sydni Craig-Hart CEO of Smart Simple Marketing

The content I am about to act on is inspiring, clear and concrete, says @SydniCraigHart. #CMWorld Click to Tweet
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is real

"The content that I engage with has the impression that he has a real person behind, not just a nebulous brand voice. And not anyone, someone who had my problem, struggled to overcome it and came out victorious of a workable solution. Whether it 's an email, a written content, a video or a podcast, I must know right away that it' s right. there is something awesome, perfect for me, that my favorite brands act with enviable consistency. "- Andrea Fryrear coach and trainer in agile marketing, co-founder of AgileSherpas

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Provides information

"I interact with brand content when I need information on it, including how to best use it." – Buddy Scalera content strategist; Associate Director, Social Media Solutions, Novartis

Think like the British public media

"Brands become like the BBC: inform, educate and entertain. The best content marketing makes you laugh, cry, say "wow" or do something. This triggers a human emotion. Part of this is to get someone to say, "How good is it?" And to share it with others who feel their pain and appreciate the truth. "- Adam Ritchie Director, Adam Ritchie Brand Direction

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Can be found easily

"I often search for content because I'm thirsty for knowledge. For example, having a good search strategy to get your content to appear with specific keywords that people are looking for is an essential way to get the right people involved in your content. " John Hall Co-Founder of Calendar.com

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Avoids Mechanization

"Fun and personalized content, especially in an introductory phase to lead, is usually the type of content that I will engage with. Anything that seems robotic or even spammed, I never engage in it. "- Arnie Kuenn Senior Advisor, Vertical Measures

All content that seems robotic or even spammed, I never engage in it, says @ArnieK. #CMWorld Click to Tweet
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Enables me to involve

"The best brand content understands how I feel about the brand and shares something that I know I would like and want to weigh. You can not extrapolate this audience level from third party data or e-mail from your sales team about their conversations. "- Erika Heald Marketing Consultant, Erika Heald Consulting

Originally from a relationship

"Brands and companies require me to buy and to remain faithful to them despite quasi-substitutes and price competition because of their employees! The employees really work to help me and make sure that I am satisfied with my purchases. As a result, I develop a relationship and trust with them over time. "- Heidi Cohen Responsible for Content, Actionable Marketing Guide

knows that I am their audience

"The brands for which I am exactly the right target audience and they know it. Be it because they create content for content and SEO writers, freelancers, young professionals or dog owners (to name a few). They know what it means and how to appeal to me because of it. On the other hand, the companies from which I pull the least relevant content are the ones that automatically register me to their list or start sending sales emails after downloading a report or a case study, without worrying about whether or not I am their target audience. " Kristen Hicks Freelance Content Editor

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Engage back

"It seems to be genuine. This meets my needs / solves my problem at that time. The content is entertaining, challenging or educational. They take the time to answer. Brands or organizations that do not respond (even after several attempts) lose my loyalty or interest in participating. "- Melissa Harrison CEO of Allee Creative, LLC

Brands that do not respond lose my loyalty, says @MHBossLady. #CMWorld Click to Tweet
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Provides at least one E

"I describe engaging content through my 4E commitment: content must educate (provide skills), explain (provide context), entertain (give joy) or empower (give confidence) ). The content that makes (at least) one of these things, in addition to being relevant and contextual for the brand and the industry, will make me want to engage it. "- Zontee Hou co-director of consulting, convince and convert

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Follows the best policy

"The content is honest. He does not say, "We are good at everything," he says, ask questions about who you are, and let us guide you to the right answers. – Wil Reynolds Founder, Seer Interactive

Does not cause allergic reaction

"The quality and depth of the content must be much greater than a few years ago. I'm more and more allergic to stuffed animals and bored by companies that manage to "win" on Google just to drive me to content that is not worth it.

"From a positive point of view, I love more and more brands where I can feel their personality. To give an example that every reader knows, I'll point out Velocity Partners. You can smell them in every word – like their cookie notice: "We just cooked your ass, and you know what, it was good, read our cookie policy to see why." I have a a huge crush on things like that and of course, their posts, ebooks, etc., are the same. "- Jesper Laursen CEO, Institute of Aboriginal Advertising

I love more and more brands where I can feel their personality, says @jesperlaursen. #CMWorld Click to Tweet
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Fills the need for connection

"In a world where consumers are overwhelmed by content and are turning off, I think entertainment – or even utility – is not enough. Successful brands will take into account the need for human stories, human bonds, in a way that is perceived as a force of good. And by that, I do not mean teary. I'm talking about content about real people that makes us feel more connected as a community. Patagonia and Airbnb are two exceptional people who create useful human content. "- Lauren Quaintance co-founder and content manager, Storyation


Remains committed

"The brands that push me to do things more often do three things: the content is created by someone with whom I build a relationship of trust; they made an appointment with me and respect their commitment; and finally, they consistently provide content that makes me smarter. "- Andrew Davis author of The Loyalty Loop, Brandscaping and Town Inc.

Does not focus on the brand

"The most successful brands do not do that. They find ways to connect their products to my life authentically and unexpectedly or they keep their content fresh by showing how they provide new / new thinking or benefits. "- Kathy Button Bell Senior Vice President, Marketing Director, Emerson

11 brands creating attractive content

Now let's move on to some of the brands cited by CMWorld speakers who create compelling content.

"Fender – I am a musician and they know it. Their content makes me click almost 90% of the time. I see myself in their images and their stories. Of course, sometimes it's an aspiration and even a border with fantasy, but it's compelling "- Michael Weiss Vice President, Creative Circle

. @ Fender's content makes me click almost 90% of the time. I see myself in their images and their stories. @mikepweiss #CMWorld Click to Tweet

"Precision Nutrition has the best content I have ever seen. I use them regularly as examples of what needs to be done for those who need concrete ideas to inspire. They have both B2B and B2C customers and they create incredible content for both. "- Anna Hrach Strategist, Convince & Convert

"I love Moz – their content is authoritative and is easy to understand. They give examples to clarify their points. I like their style. "- Leslie Carruthers CEO of The Search Guru

"Netflix and Amazon. Not because of their media content, but because they use my old viewing habits to recommend personal and unique things to me. "- Michael Brenner CEO, Marketing Insider Group

. @ Netflix & @Amazon uses my previous viewing habits to recommend things that are unique to me. @MichaelBrenner Click to Tweet

"It is online that I am most passionate about brands that share my values ​​and are not afraid to be authentic. Wildfang comes to mind. It is a Portland-based retailer and e-commerce company that sells men's clothing (usually queer women). They do not just make feminist and pro-queer statements, they participate in real activism, fundraising and organizing events. And they are not shy about it. Add to that the excellent quality of their clothes and they will be faithful to life. "- Courtney Cox Wakefield Group Leader, Digital Marketing, Children's Health

"LEGO – because they are very aware of their goals, of what they do. And then they are transparent about why, which brings you to join them. "- Ben H. Rome Director of Marketing and Communications, AIHA

"The 19 Crime Web site, customer communication and experience with the AR product make it one of my favorite brands. They present themselves deliciously different. They understand what adds value to me and are patient to build the relationship before asking me something (ie giving up my information). They are personal without being frightening and they perfectly integrate the experience online and offline. "- Carla Johnson speaker, author, storyteller

The @ 19Crimes brand is patient for the construction of the relationship before asking me to abandon my information. @CarlaJohnson Click to Tweet

"Apple News: a news thread organized by humans and not by robots

"Stark Bro's: a nursery with gardening contents how and when good"

"Sweetwater: a music store with quality content, product comparisons, musician events and a personal guide to help you get what you need." – George Stenitzer ] founder and content manager, Crystal Clear Communications

Go ahead and encourage commitment

And sometimes this engagement goal requires going out of the status quo of your brand and giving it a voice. As Katie Martell, communication consultant at Boston Content, explains, "engaging content comes from a place where there is honesty. It speaks to me as a human being and is not afraid to be provocative or daring where it is needed. "

These explanations of the type of content used by CMWorld speakers vary, but they all revolve around a theme – the content of engagement responds to a need or desire (sometimes still unknown to public) of the reader, spectator or individual listener. Whether it's to answer a question, entertain someone, or do anything to inspire joy, content that attracts the public requires brands to know their audience. In simple terms, brands that attract their audience become engaged audiences.

Brands that capture their audience become engaged audiences, says @anngynn. #CMWorld Click to Tweet


Chat with all these speakers and dozens of others in person at Content Marketing World from September 3 to 6. Register today using the code CMIBLOG100 to save $ 100.

Cover image of Joseph Kalinowski / Content Marketing Institute

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