A good content campaign has many goals. Increasing visibility is a plus, as is building a better brand reputation. You may primarily focus on driving traffic to your website, or just hope to use content to persuade existing audience members to purchase your products. But there’s one content factor you can’t afford to ignore, as it functions both as a factor for content success and as a goal you should strive to achieve: engagement.
Why is engagement so important?
Engagement promotes familiarity and loyalty. When a user engages with your material directly, he/she will feel like a more integrated part of your brand community. That means a greater sense of familiarity and loyalty, which could drive purchasing decisions in the future.
Engagement enhances visibility. Almost any kind of engagement has the potential to increase the visibility of your article. It may mean your article getting in front of a greater number of people, or your article developing a kind of aura around it based on existing discussions.
It’s a sign of content effectiveness. Getting more engagement generally means that your content has been more effective—it has generated interest, which means it’s probably going to excel in other areas. Monitoring engagement gives you insight into how your content is performing.
Images, fonts and colors are the engagement indicators of your blog. Make sure all images are eye-catching.
Fonts are clear and easy to read (nothing’s more frustrating than a font that is too small to read), that the blog is lively with color, but not too loud or overwhelming to the eye.
A trick that I learned from content expert Avishai Sam Bitton (@Avishai_Bitton) from Imonomy is to add a big image at the beginning of every page, so that people will need to scroll down in order to read the actual content.
This is the first interaction with your content and when people interact, they begin to engage. While this cannot guarantee a no-bounce policy, it would make a strong impact on your overall engagement goal, and get the ball rolling.
A full-screen advertisement is waiting for you as you come on, forcing you to scroll all the way down to read the actual post, when you finally get there – an overwhelmingly huge pop up is urging you to subscribe to an email list.
Calls to Action (CTA’s) are important for your content performance, but they need to be presented in the correct place in order to successfully bring leads.
The CTA button must be prominently visible, catching viewers’ attention easily, while never giving them a feeling that they are surrounded by ads.
The CTA button must also be relevant to the blog itself. In this case, relevant means aligned with your blog’s subject matter. You can’t blog about baking and have CTA buttons that invite readers to buy cleaning supplies – it would just make them not trust your content, as well as your offer.
Reward your users for engaging. This is an extremely important piece of the puzzle; you have to let your readers know that you appreciate their engagement. This can be as simple or as complex as you want it to be, but know that your efforts will be noticed. For example, you might get active in the discussion thread as a participant when it develops, or you might thank one of your readers specifically for sharing one of your content pieces on social media.