Why Audience Engagement is Key to Your Marketing Strategy

3/28/2017

In our last blog we talked about some of the essential stats any marketing pro needs to consider before making decisions about a media buy. We discussed evaluating list and data integrity, checking digital metrics like open rates and pageviews, and making sure you have access to the relevant results for your own campaigns. Today, let’s talk about something equally important but less tangible: content.

We hear a lot about content these days; it’s become a bit of a buzzword. Companies large and small are told they need to have great content online for SEO purposes; employees are now “content creators.” Of course, here at Athletic Business, content isn’t just an SEO necessity, it’s the core of what we do.

With 40 years of industry experience, we understand the type of content that has a direct impact on the daily lives of the athletic, fitness and recreation professional.

Why is this important you might ask? For this simple reason: CONTENT IS KING!

The 40,000 readers of Athletic Business magazine and our tens of thousands of online visitors each month (your prospects) choose to engage with content that is meaningful and impactful to their daily lives – and we have the stats to prove it.

In an era of 24/7 connectivity to email, social media and general “marketing noise”, brands, more than ever, need to ensure their marketing initiatives are being seen and recognized where their audience is and WHEN they are consuming engaging content. This is when true marketing magic happens and when your brand connects in a much more personal way with your target market.

Content that provides a real value to readers creates a relationship and brand loyalty. This drives traffic online and via social media platforms and keeps readers there longer. But a website with very little content or connection to its visitors will receive limited pageviews, higher bounce rates, less engagement and few return visitors, limiting the exposure of any advertising on that site or publication.

When evaluating your marketing spend, make sure audience engagement is at the top of your list. Without it, you might be advertising—in print or online—to an empty room.

Interested in learning more about marketing opportunities with Athletic Business? Let’s chat!