The E’s have it: Four tips for mastering digital content

Use those bright ideas to get and keep your audience’s attention.

Times have changed. Gone are the days of being limited to receiving news at six in the evening, or being tethered to the kitchen wall when talking to a friend on the phone. We are in the age of smart phones now, and that means less limitations. Now, news is available in a few taps on your screen and texting allows us to communicate freely with people. But with smart phones comes a new era of marketing. Mobile marketing. This means thinking outside of the traditional marketing box and coming up with unique ways to reach your audience via their mobile device. How? The four E’s of digital content strategy, that’s how.


The first step is gaining your audience’s attention and interest. A popular way to do this with mobile marketing is location-based discounts. The concept is simple, a user’s phone recognizes when they’re near your business and a coupon pops up. Easy, right? If they’re right there anyway, and they’re getting a deal, it increases their chances of coming in. Once you’ve engaged them, let them work for you. Make your content easily shareable to various online platforms so that your new customers will be able to share their experience with friends. RingPartner offers some useful tips on these and other strategies for engaging your audience.


Once you have your audience’s attention, you need to be able to hold it. One way to do this is to provide knowledge to your audience. People are curious in nature, and if offered a learning opportunity in an interesting way, they will take it. Think blogs, how-to videos, or even an app. Give them a solution to something, give them information and they will come back for more. The sky is the limit here, so get creative. Not sure where to start? Convince&Convert gives examples of real businesses and their education strategies.


Another great way to hold your audience’s attention is to entertain them. I mean, who doesn’t like to be entertained? Most of us enjoy movies, books, music, etc. Use this to your advantage. Videos can go viral because of their entertainment value, so use them in your marketing. Bonus: they are easily shared so you can get new engagement this way too. But don’t rely solely on videos every time you want to entertain your audience. Find other ways to provide enjoyment to your audience. ClickZ suggests comics as another outlet to make your message exciting.


As discussed with engagement, use your current audience to get you a new audience. Get those already engaged and involved as a consumer to speak for you. After all, even in this digital era, word of mouth is still the best way to gain new interest. Digital content just makes it easier to spread the word. With a single click one person can share your information with hundreds of people. For an in-depth look at evangelism marketing, check out

With these four strategies, the digital world is your oyster. So get out there and start finding some pearls.


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