It is the end-use of the written, visual and digital content. This is sometimes referred to as tactical implementation but we prefer engagement because it implies a two-way interaction.
The best way to encourage your audiences to change their behaviour to become your advocate is to encourage a conversation with them. That conversation could take many forms: in person, through social media, at conferences and events, and more. But it can only happen when the content is interesting and the delivery is relevant.
Leidar’s engagement tactics are different for every project because they are led by the strategic programme and, ultimately, your North Star.