focus on engagement ahead of volume Content is not king. Whether it is for personal or business purposes, most content is ignored, and some is even counterproductive – alienating rather than engaging readers. That said, quality content can be a very potent marketing and/or communication tool. Quality content can help build awareness, build a brand, […]

focus on engagement ahead of volume Content is not king. Whether it is for personal or business purposes, most content is ignored, and some is even counterproductive – alienating rather than engaging readers. That said, quality content can be a very potent marketing and/or communication tool. Quality content can help build awareness, build a brand, and encourage enquiry. Quality content engages the reader and communicates a message consistent with the author’s brand. Research suggests that some 60% of B2B marketers report producing engaging content to be their biggest challenge. Further, 57% say that measuring content effectiveness is a huge challenge. It is very difficult to consistently generate quality content that will engage readers, and it is just as difficult to measure its effectiveness. So, what makes content engaging? What will maximise the level of readership of a blog post or content in general? Clearly, there are a number of considerations.…