Content Marketing: Total Ownership Vs. Customer Involvement
The balance between total ownership of their message and customer involvement is something businesses struggle with regarding content marketing. Although marketing teams want to be in charge of their content, they also have to find ways to engage followers.
Consider how this can lead to a disconnect on social media. A marketing team may think a particular blog is informative enough to engage followers, for example. But what they really want is to voice their opinion, and an informative blog doesn’t prompt them to do so.
Sometimes it’s not about having complete control over your message. If you relinquish just a little bit of control, then you can allow customers to get more involved.
Now, that doesn’t mean that you should let just anyone voice their opinion on your social media page. You want to post an article and sort of moderate a conversation. The trick is to guide it in a way that informs both participants and readers.
There’s a big difference between content marketing campaigns that post and ones that interact. If you want to model your strategy like the latter, then you have to relinquish some control over your messages. By allowing customers to participate in the conversation, you lose total control over your content, but you engage more people in the process.