Content Consumption: Successfully Engage Customers With the Rule of 15
The answer is to repurpose the whitepaper content in as many other meaningful forms as possible: a video case study on how Widget A helped Customer B succeed, or an interactive quiz entitled "Does Your Company Need Widget A? Find Out Now!" or an infographic that visually illustrates a trend in the Widget A sector, or a webinar showing how Widget A has helped great organizations do great things.
By using the Rule of 15 as a guide, marketers can not only maximize the value of work they produce and efficiently target audience segments, they can deliver content that is relevant for each phase of the buyer journey and customer lifecycle — and successfully achieve engagement.
Nina Brakel-Schutt is brand strategist for Madison, Wisc.-based Widen, a marketing technology company. She can be reached at NBrakel-Schutt@widen.com.