The number of people searching online for solutions to their problems is increasing. These are potential customers, so businesses must leverage the power of content marketing to appear in front of them. With high-quality content, businesses can get their attention.
It’s not enough, however, for businesses to just make these potential customers, or leads, notice them. You should also make sure you engage these leads with your content. After all, that’s the only way you can warm them up enough to get them to the bottom of the funnel. This is where they ultimately become your paying customers.
With all that said, here are six tips to help you improve your content engagement.
If you’re creating a blog post, a YouTube video, or any other social media post to market your business, you need to have your target audience clearly defined. That will ensure you create the type of content that caters specifically to them.
There are various ways to know your buyer persona, which is the fictional representation of your ideal target audience:
Look at your social media audience insights from each social platform you market on. Determine the age bracket, gender, and geographic location of your most engaged followers.
If you have no audience insight data yet, determine the age bracket, gender, geographic location, and interests of those you perceive will use your product more.
Alternatively, you can determine your most engaged audience using website trackers such as Google Analytics.
Once you have your target audience, determine the content they’d like to see. You can join and engage in forums, conduct a focus group discussion, search for social media content they say they consume, and read social media comments, among other things.
To improve your content engagement, you need to know how your existing content is doing in the first place. That can allow you to determine which content works and doesn’t. It can also help you make tweaks to the content and, hopefully, improve engagement.
How do you analyze content engagement?
For blog posts, use Google Analytics to assess which pieces are getting read, which are being shared, and which have a longer session duration per article length, among other things.
You may use the social platform’s built-in page manager for social media posts to check important metrics. Look at social proof, engagement, and reach.
For ads, you’d also want to consider your content engagement per ad spend. The overall engagement you’ve acquired from the campaign is divided by your ad spend. The lower this metric, the more engaging your ad is.
Once you have determined your engaging posts, you’d want to scale publication for those kinds of pieces. Use the tools available on the market to your advantage. Build your blog using the best tools for content creation and your social media posts using social media scheduling tools, for instance, to save time.
You can also use the content that doesn’t perform to gain insights. Try tweaking specific parts of the content–the images, the structure, for instance–and see if there are any changes to engagement metrics.
Pay attention to the headlines in crafting new content or tweaking old content. Headlines are the first thing people will see from your piece. They should get your audience’s attention, but they shouldn’t be exaggerated.
Use language that resonates with your target audience. In general, use headlines that contain primary keywords. The headlines should also be short but concise.
Here is an example of a great blog post headline. It contains relevant keywords – social media and marketing strategy. Apart from that, it’s short enough to be read in its entirety in SERPs.
For your blog posts, use a keyword research tool or perform a search query to see similar posts ranking for your target search query. Take inspiration from the headlines of these posts. You can also use Google Analytics to assess which of your blog’s headlines are getting more traffic than others. Traffic is a good indicator of a compelling headline.
Then use similar headlines in your subsequent content or tweak the poor-performing headlines according to what you find.
For social media posts, the headline is more often than not the image accompanying your text since it’s the first thing people see.
Make the images you use in your posts or ads clear. These posts or ads shouldn’t look cluttered.
Supplement your captivating headline with an intriguing introduction. That will help reduce bounce rate and increase the average time people view your content.
You can follow proven copywriting formulas in creating introductions for new content and in tweaking your existing content introductions.
For instance, you may introduce a problem and present the reader with an opportunity in the subsequent paragraphs. These introductions can entice your audience to sit through the entire content. After all, they want to know how to address a problem or learn something that can change their lives.
You may also apply this tip to social media captions.
For videos, incorporate attention-grabbing elements such as dynamic movement in the beginning. That will help ensure your audience stops once they see your video.
As a final tip, remember that in crafting or tweaking any element of your content, you shouldn’t just think about whether or not it will engage your audience. Consider, too, your goal for the content. Do you want to grow your email list? Or maybe you want to improve online authority? Keeping those goals in mind will help you develop compelling content elements.
It will also help you craft an effective overarching content strategy. For instance, if your goal is to increase your brand’s online authority, you’d prefer to write high-quality guest posts or authoritative posts on your site rather than just sharing other people’s social media posts. You would also use citations to increase people’s trust in your business.
Loyal followers expect content from you. So, you must provide them with consistent and relevant content.
Besides, this is one way of nurturing your leads. Nurturing your leads is an important goal of your content strategy.
You should have an editorial calendar containing the deadlines for when drafts should be made, edited, and so on. The calendar can help you plan your content so that you can meet the expectations of your audience.
There’s no hard and fast rule for how frequently you should post content. That will ultimately depend on what your audience wants and on the platform (for instance, you’d have to publish content multiple times during the day on Twitter. On Instagram, according to Revlocal, more or less once per day is enough).
Once you have decided on your posting frequency, stick to it. Remember that the goal is to ensure your audience builds a habit of viewing your content.
Your blog posts can only be viewed by people who have subscribed to your content and by people who searched for you deliberately or just came across your content. That means you need to find ways to increase your reach. Social media can help you here.
You can reach that platform's active users when you share your content on social media.
What about social media posts?
Consider cross-posting them on other social platforms. You can share your Facebook post on Twitter, too, for example. This strategy presupposes, however, that you’d need to repurpose your original content for it to fit the requirements of the platform you choose to cross-post on. For instance, you can’t just post a 2-minute-long Facebook video on Twitter. The recommended length for Twitter videos is only 15 seconds.
You may also encourage your audience to share your content to expand your reach further.
Include social sharing buttons that allow your audience to share your content on the social platform of their choice. You can also hold giveaways and contests that require participants to share a social media post before being eligible to join.
Content marketing can help you generate the leads you need. But to convert them into paying customers, you must also make sure you engage them with your content. Effective content warms up your leads until they convert. In this article, we discussed six ways for you to ensure better content engagement.
Define your target audience and identify the goal of your content. Look at your engagement metrics. Then make sure you craft and tweak your content according to what has been proven to engage the audience—short headlines, intriguing introduction, among others.
You also need to pay attention to your publishing frequency, too. Finally, share your content on social media. Encourage your viewers to share your content as well.
If you follow these tips, expect those views, likes, and other engagement metrics to improve. Hopefully, those can translate to more customers for your business. Best of luck!
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