What is the recipe for creating an engaging Content?

Let me break this down in three parts:

1. Mapping customer journey: The most important thing it to find out more about the target market and knows your customers. The customer's path to purchase has various stages and each stage require is a decision-making process where a customer can switch from one product to another. I am attaching a reference at the bottom to understand the channels that can be used for creating an integrated marketing communication plan.

2. Consumer behaviour: Content should tell send a clear message to the customer. Now let's focus on stages of the customer journey where content plays a very crucial role (in terms of connecting with the customer).

• Awareness about the product/brand: Here customer wants to know more about the product. This is where engagement with content happens. A recent study shows that the customer decides whether to watch the complete video in 30 seconds. 
• Loyalty: Once the customer uses the product, he also decides where to buy it again. In this case, there is an emotional connection with the product.

To create the content, the company should reflect the values they provide to the customer. a reference for these value can be found in the Bain&Company's article

https://www.bain.com/insights/eov-b2b-infographic/ 

3. Cross-Cultural Marketing:

Please note that the above works in most case but different cultures have a different understanding. For example, if you create a poster for a customer in the USA, you cannot use the same poster in China or Germany. This content has to be tailored to the regional needs of the customers in different geographic location.

• Batra, R., & Keller, K. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal Of Marketing, 80(6), 122-145. doi: 10.1509/jm.15.0419