We are living in fast paced world of B2B marketing, which is continuously evolving, so it’s important for businesses to understand what will connect them to their audience. Content bridges that gap, however just creating content alone isn’t enough, it should be engaging, verified and effective.  

This is where Vereigen Media’s Verified Content Engagement comes into action, Verified Content Engagement ensures that audiences are actively interacting with the content rather than just scrolling through it. It’s more about the meaningful interactions that drive real conversions while building long-term relationships and not about the clicks and impressions.  

As now businesses have understood the importance of content, hence it has also led to content saturation, marketers must follow best practices to design content that is attractive and interactive.  

Here are five key strategies to help you achieve verified content engagement to maximize content’s impact: 

1. Tailor Content to Your Audience 

A successful content winning strategy starts with a deep understanding of your audience. The foundation of effective content marketing is relevance. If your content directly caters to the pain points, interests and goals of your audience, it will ultimately lead to higher engagement. 

Best Practices: 

• Leverage first-party data, customer insights and analytics to segment your audience. And create content that addresses their pain points, preferences and behavior. 

• Create detailed personas and customize the content according to their management level.  

• Use intent data to identify different stages of buyer’s journey and create awareness, consideration or decision-staged content. 

2. Ensure First Party Verified Engagement

It is very important for the marketers to track the right metrics; many of them are tracking vanity metrics like clicks and impressions. However, these metrics look good, but these don’t guarantee real content consumption.  

Best Practices: 

• Verified content engagement ensures that audiences have interacted with the content before classifying them as engaged. 

• Use pixel tracking to check the user activity on a page. This gives you an insight into how much content they consume, and which part of the page is delivering the best value to your users. 

• Offer high-value gated assets like whitepapers or reports but ensure the value exchange is clear. 

3. Optimize Content Formats for Maximum Interaction 

Different content formats have different engagement rates, Interactive content enhances the user experience which leads to high engagement.  

Best Practices: 

• Use different content formats like blogs, eBooks, videos, infographics and interactive tools to appeal to various audience preferences. 

• Use images, videos, tables or chart to improve user experience and retention 

• Facilitate real-time discussions and direct engagement with your brand. 

4. Leverage Account-Based Marketing (ABM) for Personalization

ABM ensures businesses that their content will reach the right people at the right time, rather than being distributed broadly to unqualified leads. 

Best Practices: 

• Use SMART ABM to deliver personalized content to the prospects that have shown buying intent. 

• Make sure to match the content with the buying stages, you may use educational content for awareness, case studies for consideration and ROI related content for decision making. This solves the purpose of having different content for different objectives. 

• Creating personalized content addressing the account’s unique needs.  

5. Leverage Data and Analytics to Refine Strategies

Every decision should be supported by data and their performance numbers; hence, it’s important to study the data and analytics to identify which content type or format is working for the business and which is not. 

• Use heatmaps and session recordings to identify the user behavior. 

• Use A/B testing to check the performance of headlines, CTAs and visuals to know which is working best. 

• Track time spent on page, bounce rate, clicks and conversions. 

Conclusion 

Verified content engagement is the key to a successful B2B content marketing strategy. By focusing on the needs of audience, first party verification, optimize content formats, tracking data and analytics and ABM personalization, marketers can create the content that not only attracts the users, but also make them to stay and generate real results. 

At Vereigen Media, we use first-party data and a zero outsourcing approach to ensure that every lead generated has been engaged with the content. Implementing the above-listed practices will help you in elevating the content marketing from a basic content format to an organic growth engine. 

By Manraj Singh