The Community Imperative: Engaging in Conversations Rather Than Disseminating Information

The Community Imperative: Engaging in Conversations Rather Than Disseminating Information

What does effective marketing engagement look like?
In the common model we see today, it’s something like this: Brands push out relevant messaging, hoping to compel a response or interaction that leads to a conversation (and maybe ultimately a conversion). This can be anything from a comment on a social media post to a chat window initiation.
Nothing wrong with that. These back-and-forths between brands and individuals are important ingredients toward building trust and loyalty. The problem is that, as a sole method for driving engagement, the cast-and-wait approach is too dependent on explicit triggers to spark these interactions.  
Devising and creating content…