ist Magazine April 2022

Feature

Strong digital engagement can provide the spotlight organizations need on their digital footprint.

for customers to engage exclusively with one another. This is an important consideration, as many organizations want to insert themselves directly into conversations when stepping aside and allowing authentic connection can be exactly what customers need. These types of virtual engagements allow companies to be a proverbial fly on the wall. Seeing the types of conversations customers have with one another can show the current concerns of the day. This can provide future opportunities to create solu- tions for the customer base, and expand into untapped product and services areas. Virtual events and communities can also provide the support customers need as they learn how to use these products and services, from basic 101 guides to in- genious hacks. Being aware of the types of questions as well as answers can provide additional content ideas, such as cheat sheets, videos that address common issues and tips and tricks to get the most out of the purchased products and services. PRO TIP: Resist the urge to be an active participant in the virtual conver- sations unless invited. There is one theme that appears with each of these types of content – the audience is in the creation driver’s seat. By allowing customers to create the digital content, they will also be much more inclined to engage with that content, including comments and sharing. Content that is developed from the customers’ perspective dramatically increases the chance of that content being highly relevant. Relevant content will have a much longer shelf life in the digi- tal world and allow more eyes to see it. Strong digital engagement can provide the spotlight organizations need on their digital footprint. Bring these types of digital engagement into a regular rotation to create longevity in digital content.  About the Author:

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1. Live Stream Video & Audio One great way to incorporate digital engagement is to have it in real time. Live streaming of either video or audio allows the audience to comment, share and en- gage as the conversation progresses. This is also a great way to move the conver- sation to one that is more relevant in the moment for the audience members. This can be a scary endeavor as com- panies do not have full control over the content as it is being created. However, in those unscripted moments, true and amazing digital engagement can be found. And because the live streaming allows for audience engagement, the impact of the content will resonate for those audience members. Giving up control of how the content unfolds has risk, but so much more reward. Involving your audience in your content is a great way to make the content relevant in that moment and for future audiences who will be listening to great live engagement. PRO TIP: To keep the conversation in the intended lane, limit live stream to 30 minutes or less. 2. User Generated Content Some of the best content is that generated by customers and clients.

User-generated content provides pros- pects with information that is highly applicable because it comes from a similar viewpoint. User-generated content can also answer questions and concerns that companies are not aware of and in a way that provides the appropriate type of infor- mation future customers want to know. User-generated content allows customers to become company advocates. This type of free publicity also provides different voices in an organization’s digital content and some amazing perspectives can be provided. What’s more, content that is created by happy customers can provide alter- nate points of view and new messaging that might not have been considered. Most user-generated content will be limited to social media posts, images and video. However, any user-generated content can be repurposed and shared on other digital channels, which pro- vides additional content options. PRO TIP: Ask customers to share their user-generated content on the company socials. 3. Virtual Events & Communities Allowing for virtual events and com- munities as additions or alternatives to in-person options provides a platform

Lisa Apolinski, CMC, is an inter- national speaker, digital strat- egist, author and founder of 3 Dog Write. She works with com- panies to develop and share

their message using digital assets. Her latest book, Persuade With A Digital Content Story, was named one of the top content marketing books in the world by Book Authority. For information on her agency’s digital services visit 3DogWrite.com.

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