If you want to boost content engagement and achieve content marketing success, you need to create engaging content that will pique the interest of your target audience. Ideally, engaging content should also appeal to their emotions, likes, wants, and behaviors.
More importantly, it should also compel them to take action. Taking action or engaging with your content can take various forms, including leaving a comment, liking the post, or sharing the article.
Want to boost content engagement dramatically? Keep the following essentials in mind:
Create Content with Your Audience in Mind
A cardinal rule to remember if you want to boost content engagement would be to write for your audience and not about your brand or business. That said, you need to ensure your engagement strategy details how you can provide what your audience is looking for.
You also need to determine their interests, challenges, and the channels and platforms they are active in. You also need to use these factors to guide your content writing process. This strategy can also help you create relevant and useful content for your target audience.
Conduct Keyword Research the Smart Way
Aside from search volume and keyword popularity, there are also several other metrics that you need to factor in to create engaging content.
- SERP Features. These refer to the elements that appear on the SERPs (search engine results pages) apart from the conventional organic results.
- Keyword Difficulty. This will give you an idea of how difficult it would be to achieve better visibility and rank for top search positions.
- CPC. This stands for cost-per-click, which refers to the amount you will be paying each time a user clicks on your pay-per-click or PPC ads.
Try Different Content Formats
Content marketing can be tricky. For one, you must determine the right balance between keeping the readers engaged and efficiently presenting information and data. Fortunately, creating engaging content is not rocket science. One trick you can look into is presenting content using different formats. Formats you can use include:
- Case studies
- How-to guides
Reuse High-Performing Content Ideas
Here’s one smart tip to create engaging content effectively — don’t start from scratch. Instead, look for your high-performing and popular content and figure out a way to present them in other formats and post them on other platforms.
The main idea is to get the most out of the content and expand your audience reach using the content. Case in point: if you have a popular blog on answers to frequently asked questions (FAQs) regarding your brand, consider:
- Creating similar topics and discussing them on your podcast
- Turning key points into a video
- Presenting answers as a thread of tweets
- Sharing key insights on various media channels through illustrations or images
Create Interactive Materials
When brainstorming content marketing strategies, you can easily get lost in conceptualizing declarative and informative content. However, to increase content engagement significantly, you need to diversify how information is delivered. It is also important that you encourage active participation.
Interactive materials you can create can include surveys, quizzes, and question-and-answer videos. You can also create user-generated content campaigns. This can help encourage people to talk about your business on their platforms. You can also do some research on other interactive materials you can use.
Evaluate Your Content Strategy Regularly
You must conduct routine performance checks on your content marketing efforts. This will help you know which of the techniques you are using are working and which ones need tweaking. More importantly, this can help you figure out how well the content aligns with the interest and needs of your audience.
You also need to ensure you measure user content engagement across various platforms. Google Analytics can be a good tool to use if you want to monitor things related to your website content. It can also track important engagement metrics, including form completions, bounce rate, and pages per session.
When you’re looking to boost content engagement, one important thing you need to remember: you must go over and above meeting the algorithm’s requirements. Instead, you should focus on the needs and interests of your target audience. Remember that the more your audience loves your content, the more they will engage.