We’re living in an age of perpetual information overload. Consumers are bombarded with content, to the point where it eventually becomes white noise.
To stand out, brands go to great lengths to engage with their target consumers in short bursts of stunt-like proportions—such as the recent case with Justin Timberlake and Sauza 901 tequila. Rarely is it effective to dress your celebrity founder up as a lime that molds with the downfall of his industry, but it worked. Message received.
The flashy advertising campaign or the high-profile founder isn’t always what will rake in repeat customers. Those may pique interest, but it often quickly evaporates when there’s no substance. The steady drumbeat of meaningful engagement needs to take place…
Three Innovative Ideas for Using Long-Form Content to Successfully Engage Customers
