Many engagement metrics have emerged to gauge the effectiveness of content marketing, which relates to disseminating marketer-generated content (MGC) in social media. Such metrics focus on productive (i.e. giving) and consumptive (i.e. receiving) behaviors in social media. However, when examining the consequences of different MGC characteristics (e.g. informativeness, entertainment, and persuasiveness), researchers have so far only considered productive engagement (e.g. sharing content). In this research, we also consider consumptive engagement behaviors (e.g. observing content) to shed light on a so far neglected engagement type. Alarmingly, the findings suggest that marketers must disseminate MGC very carefully, as no content characteristic acts as a silver bullet in terms of driving productive and consumptive engagement behaviors concurrently. Importantly, driving one engagement behavior may come at the risk of undermining the other. Aligning MGC characteristics with the goal of the campaign (i.e. primarily boosting productive or consumptive engagement) solves this content marketing dilemma.