How to Keep Customers and Prospects Engaged?

By Patricia Seybold

Provide Fresh Insights and Timely, Compelling Content

We’re all trying to grab the scarce attention of our target audiences—prospects and customers. One way we do this is by providing authoritative content in and around our expertise and our brands. We all disseminate our ideas, how to’s, and insights in a variety of ways. We use social media outreach, targeted opt-in emails, online discussions, informative e-newsletters, ever-changing content on our Web sites, and we link to videos, images, and audio that people will find appealing and seductive.

Coming up with new fresh content to showcase every day or every week can be a daunting task. But the metabolism of the Web and the rhythm of social media is greedy. It’s hard to keep up—both as a consumer of information and as a disseminator of information. As a brand owner, you want to be top of mind and easy to find when the customer’s need or mood strikes. That means that you need to be on their radar.

That’s the rub. It’s virtually impossible for any organization—even a professional publishing organization, much less a normal organization that isn’t in the publishing business—to continuously create and disseminate insightful, useful and captivating content on the topics of interest to our audiences.