The competition for audience attention is fierce. Across the board, marketers are increasing their particular investments in content. Not to mention, human attention spans are getting shorter.
Brands need greater than great content to engage their audiences : they need to take advantage of every single millisecond to delight and engage people on a 1: 1 level.
The challenge, however , is that marketing costs are finite. As opposed to the Intels and Coca-Colas of the planet, we need to make the most away from very little - we need to make sure that each money and moment spent on content delivers maximum ROI.
Creating engaging content is easier than you think. In addition to focusing on the big picture : like message architecture, blog topics, and distribution - we need to focus on the refined techniques that boost engagement. Here are 7 to get you started:
1 . Introduce videos
It’s estimated that content with videos attract 3 times more links than plain text blogposts. Next time you’re creating a blog write-up, think about ways to combine videos. You don’t necessarily need to generate these videos : instead, focus on curating great examples of latest favorites that you’ve come across, like this roundup of top marketing talks from the Popditto blog.
You don’t need a production budget to create convincing videos for your blog post. For inspiration, check out the following blog post on Clarity. fm from Prerna Gupta, co-founder from Khush. These homemade videos helped create millions of downloads regarding Khush’s intelligent music apps.
Read more here
2 . Involve the Community
Make your readers a part of your content strategy. This method could be as simple since (1) inviting your audience to lead to your blog and (2) integrating “tweetables” for readers to participate in the conversation.
Consider the following estimate round-up from Clarity. fm, a blog post that features contributions from 23 of the website’s members. Each quote is tweetable, which makes it easy for readers to join the conversation and spread the inspiration. This strategy helped generate thousands of shares for the write-up.
3. Respond to Remarks
Successful content marketing is a two-way conversation. Encourage your audience to participate in the discussion (or take part in healthy debate) by responding to comments with follow-up questions and counter-points.
Not sure the way to spark a conversation? Just ask your readers to chime in - it’s an invaluable way to show your audience how much you care.
Here is an example from a latest Freshbooks blog write-up about the Affordable Care Act.
And here is an example from the Clarity Blog, in a latest blog post about entrepreneurship outside of Silicon Valley.
Keep in mind that it’s important to respond to remarks and shares across different platforms on channels like Facebook and Twitter.
The way to Align Social Mass media and SEO Strategy
4. Engage Audiences Across Channels
Blogging is only part of the content marketing equation. In addition to generating awesome material, you should recruit an audience.
The challenge with content marketing is that readers are busy : it’s unlikely that they’ll commit to visiting your blog on a regular basis. That’s why your marketing team has to provide guidance by reaching your many dedicated followers across multiple user buy channels.
Start with the low-hanging fruit: your email marketing checklist and social media.
The Shopify blog posseses an amazing strategy, submitting content on the company’s blog and then distributing it through email and social media.
5. Write Like You’re Talking to Friends
If you’re like most of us, you probably struggle to get your concepts on paper. The challenge? Creating feels unnatural. You’ve been taught so many lessons in school, and writing makes you feel as if you’re back in your college English class.
You’re overthinking the task.
Blogging is about a friendly relationship, community, and natural conversation. Stop worrying about writing and instead, imagine that you’re talking to a friend. The creating will flow naturally and be more convincing.
After all, what can you rather do? Study a textbook or grab coffee along with your best friend?
6. Post Great Photos
It’s common for businesses to cut corners by avoiding images. They’ll post blog blogposts without compelling images.
This is a big mistake.
Humans are creatively driven. It’s estimated that 46. 1% of people say a website’s design will be the number one criterion regarding discerning the reliability of the company, and 40% of people respond better to visual content than plain text.
Whether you’re creating blog posts or sharing content on social media, make sure to prioritize the photos that you’re choosing. There is ROI value in beauty.
If you’re a non-designer, and you’re looking for visual inspiration, check out this blog post from Coworks on design thinking for non-designers.
7. Stop Trying to Sell
This last tip is the most valuable of all.
Sales and marketing teams are under tremendous pressure to sell. The problem? Consumers are sick and tired of being sold to. The more you try to pitch your audience with an aggressive marketing message, the more that they will shy away.
Instead, focus on becoming a thought leader and helping the conversation. The more you’re able to influence your industry, the more that consumers would want to do business along with your company.
The most refreshing way to be engaging? Stop selling. Focus on delighting and training. If your product and brand image are awesome, everything may fall into place. Put your heart directly into what your customers want most.