When it comes to content marketing, engagement is everything. You want your readers to be commenting on and sharing your posts as much as possible, because the more feedback you get, the better understanding you have of your brand’s significance to its readership.
Creating great content is no small feat in and of itself, but creating content that inspires engagement takes even more work. If your content marketing team is looking to boost its audience engagement, keep these 7 best practices in mind:
1. Create a buyer persona.
Developing a buyer persona helps you get a better, more personal understand of the readers you’re writing for. By envisioning a more human reader rather than some abstract audience, you’ll be able to better relate to your customers.
2. Understand your audience’s needs and interests.
In order to get your audience to engage with your content, you’re going to need to know what they are interested in and what they need from you. Can you help them solve a problem? Can you do a better job informing them on how to use a particular product or service? Do you serve as a source of entertainment or encouragement? Every piece of content should serve a specific role.
3. Improve your headlines.
If you truly want your audience to engage with your post, you’re going to need to get them clicking on your headline first. Catchy headlines make people pay attention to your content. Use A/B testing tools to get a better understanding of what headline approaches work best for your brand.
4. Remember that quality outweighs quantity.
You’ve heard time and time again that content is king, and there’s a reason that message is repeated so often. Readers aren’t going to be motivated to engage with subpar content, so make sure you’re focusing on quality.
5. Broaden your reach with various platforms.
If you find that Twitter works extremely well for your brand and its audience engagement, keep tweeting, but don’t ignore the possibility of expanding to various platforms. While you might not have considered using Snapchat to reach your audience, it might be a great way to reach new customers.
6. Respond to those who engage.
To build and grow your following, show your audience that you’re involved. Respond to those who comment in a timely manner. While it can be a time consuming task, it also shows your readers that you care and helps increase loyalty to your brand.
7. Monitor your online community.
While you might grow your online presence to the point where you can’t respond to every single comment, you still want to make sure that you are monitoring what’s being said online. Listen to what you’re readers are saying, and implement changes based on their feedback when needed.