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Intelligent Content: A Primer by Scott Abel, Charles Cooper, Ann Rockley

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Chapter 6. Opportunity: Increasing Customer Engagement

The term engagement can be defined in several ways:

  1. an agreement to do something;
  2. a period of employment (especially for a performer);
  3. a hostile encounter between armies;
  4. an emotional involvement or commitment.

The last definition is what we’re looking for.

We want customers to be engaged with the content we provide. Admittedly, the engagement may be fleeting – telling the customer how to complete a task or answering a question about our products or services. But it may last longer and require a deeper commitment from both sides. That longer, more committed relationship might be a months-long advertising campaign. Or it might be more personal, such as the interaction a patient would have with the ...

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