Regardless of the content type, whatever you publish needs to meet a certain set of criteria in order to be engaging to your readers. Read on to learn how to apply the methods of successful authors in order to improve your engagement rates for your content marketing efforts.
If you are like me, you have some type of daily commute to the office. And you may travel on occasion (or frequently like I do). I used to spend much of my commute or travel time working. I still do, but one year ago I decided to cut back on work and let my mind take a break. My progression went like this:
I started by getting a subscription to Lumosity. After all, who can afford to not train their brain? Lumosity was great fun and entertaining, but once I hit the high 90s in every area I decided it was time to move on. So I went to that dark place - binge-watching.
After binge-watching every episode of Orange Is the New Black, House of Cards, Dallas, Burn Notice, and even Pretty Little Liars, I felt like a drug addict whose dealer left town. I tried binging on other shows, like Supernatural or Dexter, but they creeped me out too much. Binge-watching was addictive and entertaining, but with months to a year before I could binge-watch again, what was I to do?
Then, something interesting happened, I started reading books; e-books, on a NOOK app on my iPhone no less, and I liked it. The words were large enough that my eyes were happy, and the books were compelling, entertaining, and emotionally fulfilling. Reading brought my back to my younger days when I would stay up late because I couldn't put down Flowers in the Attic or Gone with the Wind. However, I quickly ran out of books that people suggested I read and was left to choose from 3 million books on my own (gulp). What was I going to read next?
So I decided to choose something completely new. I chose to read Magnificent Vibration by Rick Springfield. I choose this book because it was a featured title on NOOK, and I couldn't image Rich Springfield writing a book that got five-star reviews. Yet, all of the reviews said people couldn't put the book down. Then, I read Unlucky13 by James Patterson, mainly because I have never known of a bad James Patterson book. While reading books by these two divergent authors, I realized that successful publishing, meaning publishing that captures the heart and soul of the reader, requires the author of any length of content to meet the following criteria:
Kudos to both authors for successfully engaging the reader, keeping them hooked, and leaving them wanting more. As you and your team continue to leverage content of all shapes and sizes as a powerful publishing engine and engagement tool, I encourage you to take away some lessons from the "big guys" and apply them to your everyday business.
Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.
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December 2, 2015
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Wednesday, December 9, 2015
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