This is a link to an article I wrote for Chief Marketer about creating engagement through the use of content, specifically microsites.
Here's a few paragraphs that form the key takeaway of the article.
"First, relevant and valuable online information significantly
affects a purchase. Second, a prospect who isn't necessarily ready to
make a purchase can be positively influenced and moved closer to a
purchase by engaging in online content.
It's also important to note that online engagement in content isn't usually a one-time event. Success with microsites and other online products such as eZines and online magazines are predicated on the delivery of consistent and ongoing streams of content."
I think we've all seen blogs, microsites, and even corporate websites launch with grandeur, and then die miserably due to the lack of a consistent content strategy. Success in content marketing and custom publishing does not happen over night. Stick with it. If you've created the proper buyer personas, performed the right research, and created the right content that meets the informational needs of your audience, you will be successful.
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