If you write it, they will come….NOT SO MUCH!

Did you know that 80% of people don’t make it past your headline and that well-crafted headlines have the ability to impact your traffic by 500%?!

I understand how frustrating and discouraging it can be to spend hours crafting content, only to find out that it isn’t resonating with your audience.  If you know you are creating quality content, here are some tips that can help increase shares, comments, and mentions.

1) Use Video

People spend 100% more time on pages with video than ones that don’t! Why? Videos can disseminate complex ideas, and quickly relay key messages to the audience in a way that’s easy for them to digest.  Video marketing generates greater engagement with the client yet it’s a medium that is often overlooked in marketing.  With the increase in e-learning, the video has become a fantastic way to transmit information in a clear and visual way.

Key considerations when creating a video:

  • Keep it short – keep your video succinct and to the point
  • Put important material at the beginning – attention spans are short, to ensure that all key messages are at the beginning in case viewer abandon out
  • Include a call to action – tell viewers what you’d like them to do

 

2) Create Interactive Content

Encourage active participation within your content strategies such as quizzes, surveys, polls and even interactive info-graphics – based on what your readers need.

Info-graphics have the ability to simplify complex ideas, and your audience will appreciate the time and effort spent on creating a useful resource for them.

 

3) Ask Readers To Share Thoughts And Opinions

Start a conversation by asking your readers a question.  This will prompt readers to respond.  If you want to see greater results in their area, try to ask a question that’s debatable, or that you know your audience is passionate about.

 

4) Reward Engagement

I’ve mentioned this before, but it’s important to reward your readers.  If you don’t, they won’t feel appreciated and won’t do anything for you.  You can decide what the reward looks like – it could be something tangible like a discount code, a gift, or it could be something simple like thanking them for their comment/insights.  The efforts you make, especially if you take the time to get actively involved in the conversations with your readers, will be noticed.

 

5) Do Your Research

When is your audience most engaged/active, is it during the day, evening, specific days of the week?  They are many online articles that can provide you with best practice information around timing but that doesn’t mean they will necessarily be applicable to your audience.  You should keep track of this on your own or using a 3rd party app to ensure you are posting at optimal times.  The more data you have, the better you’ll be able to adjust your timing to improve engagement.

 

6) Know Your Target Audience

Your content has to serve a purpose and solve problems.  What do your readers value, who are they, where do they work, what are their interests etc?  Building a persona will help you ensure that you are creating content that will resonate with your target audience.

 

7) Headlines Matter

Headlines have the ability to make or break your content.  People are overwhelmed on a daily basis with content – you want a headline that’s going to cut through the noise and grab attention.  Did you know that 80% of readers never even make it past your headline and that traffic can fluctuate by 500% based on your headline choices!?!

Here are a few techniques to help you craft great headlines:

  • Make your headline unique
  • Make your headlines specific
  • Make your headline convey a sense of urgency
  • Make your headline useful

 

8) Make Your Intro Compelling

Knowing that only 20% make it past the headline – now that you have them, how do you entice them to read on?

Here are a few suggestions:

  • Begin with a not so well-known fact
  • Tell the end of the story in a way that makes the reader ask why
  • Ask a question worth knowing the answer to

 

9) Emerging Trends

If you want your readers to continue to come back – you must stay on top of emerging trends.

Knowing the best resources for newsworthy topics will be your key to staying on top.

Here are a few great ones:

  • Buzzsumo: This site allows you to analyze what content performs best, for any topic
  • Quora: Much like Yahoo Answers, Quora lets you see all trending questions out there in any category
  • Google Trends: This Google tool lets you analyze all sorts of popular trends with data to back it up

 

10) Be Consistent

None of these strategies alone will boost your engagement overnight.  If you consistently practice these techniques, you should see an increase in engagement over time.

Now, to follow my own advice 😉

Think about the brands that you are loyal to, what keeps you engaged with their content?

Lastly – I put together a 1-page info-graphic that you can print/save as an easy reference!  See below – Enjoy!

content engagement infographic (1)

 

 

 

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