Your Kickstart to Engaging Content
Building an Engaging Content Strategy:
If you’re new to content marketing or just wondering what all this fuss is about over “engagement” – we hear you!
So lets kickstart with what is engagement? Well if you listen to the authorities out there and read some of their take on the definition the take a look at a rundown HERE
In a nutshell they all seem to have some definitions which are common.
- Make sure content is relevant to your audience and helps them with an issue they have right now.
- Give your audience something that they can’t find anywhere else.
- Be entertaining, educational or both.
- Tell the audience a story.
- Invite the viewer to engage with you further by adding a call to action.
So there you have it. I’m not sure if all can be achieved all of the time but as long as an effort is being made to try and fulfill them all most of the time, I would hope you would be considered as doing a decent job.
5 Ways to keep readers engaged:
Spicing up your blog posts keeping your readers coming back for more is the way to go, plus varying your content while staying true to your topic .
- Report the news. Think targeted niche newspaper. What information are your readers looking for? What’s your unique angle that makes it interesting even if the news itself isn’t so engaging? To keep it hot, dish out your market’s gossip because everyone’s always wants to be in the know. Consider how to be the National Enquirer of your category.
- Educate them. This isn’t the little red schoolhouse. Regardless of your topic, either B2C or B2B, provide useful, how-to information that readers need and want. Dig in and explain step-by-step relevant instructions. This type of content is great for product support. On this blog, the Actionable Marketing 101 columns fulfill this need. Charge up your presentations by using videos, diagrams and photographs to clarify points.
- Give your opinion. This is the modern spin on the editorial page or TV’s talking heads. Point of view, thought leadership and cause related blogs fit into this category. This type of blog is useful for showcasing diverse perspectives on a topic. Also, it’s good for getting guest bloggers to contribute.
- Entertain them. Across the digital and social media landscape, visitors consistently want to be entertained. What can you provide on your blog to lure them into the big top of your blog? Try humor. For example, I Can Has Cheezburger has built a media empire based on funny photos and related captions. Give your blog life with funny videos—they don’t have to be your own. Add another dimension with games and contests to engage your readers.
- Make it personal. This is the modern journal. If you’re looking to build an audience, it must contain more than a listing of what you did. Before you start, consider what makes your life worth reading about? Are you grapping with a difficult disease? Are you making a life change? Can others learn from your experiences? Mommy and daddy blogs fall into this category.
Source: 5 ways Heidi Cohen
Tips for Producing Engaging Content:
In the end your content marketing core value should always be that it is not a sales tool or traffic-driving machine but a trustworthy place to exchange knowledge. Keep this in mind always and you will not go wrong.
People have had enough of the hard sell tactics of the past, in fact they have become “immune” in some respects, and blind to it all. At the end of the day content marketing is not a new idea, its been around for years, perhaps we have been doing it the wrong way that’s all and just need to make some adjustments here and there. Also I we will have to re-think how we measure our results. Measuring engagement isn’t really about ROI (not at first). What you are trying to understand is whether or not people are:
- returning to your site (or social network)
- asking questions or commenting
- connecting with other community members
- sharing your content
- making comments about it elsewhere
- spending more time on your site over time
- attending events and tweeting (or talking) about them
These are good metrics to start with, but remember to research your target audience. If they are not active in the “Forrester technographic ladder” don’t plan on much proactive content coming from your users.
I hope you have found the info useful and interesting. In order to use content marketing online, we have to provide value on our websites. The customer comes first and it’s not all about a hard sale. Marketing is changing online and people are getting more apprehensive to trust a company or business online.
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