Spending time and resources on content that fails to get noticed is one of the most frustrating parts of content marketing. If your metrics show that you might be struggling to capture the attention of your audience, then here are seven ways to improve content engagement.
- Have a strategy
Posting whatever, whenever is no way to run a content marketing campaign. You must develop a comprehensive, well-planned-out strategy to help guide and inform the content that you publish.
- Publish on schedule
Random or infrequent posting can really hurt a content marketing campaign. Create a schedule to help improve consistency and the quality of your posts.
- Share, don’t sell
Content marketing can help drive sales, but it shouldn’t be confused with a sales pitch. Savvy consumers prefer content that informs, educates, entertains or offers solutions – they don’t want a sales pitch.
- Know your audience
You can’t inspire or engage an audience that you don’t know or understand. In order to create quality content that resonates, it is important to develop a detailed ideal customer profile.
- Be real
Today’s consumers are significantly more likely to pass over content that doesn’t seem genuine. When composing content, strive for an honest, authentic voice to help convey a sense of trustworthiness.
- Spend time on promotion
Creating great content without proper promotion is a missed opportunity. You must have a plan for content promotion that includes things such as email, social media, influencers and forums.
- Optimise, optimise, optimise
Search engine optimisation still matters in content marketing. Every piece of content that you publish should include relevant keywords, formatting, links and other best practices for SEO.
Digital marketers must be more conscious than ever of ways to improve audience engagement through effective content creation, optimisation and distribution. Competition for consumer attention online is fierce, and too many marketers fail to devote sufficient resources to positioning their content so that it stands out from the crowd. These simple tips can help refine and focus your content marketing strategy so that more of your posts get noticed, thereby boosting engagement and driving sales.