Creating Engaging Content
Yes we know, it’s important to create engaging content both for your blog posts and your email broadcasts.
The “issue” (if that’s the right word) starts when we lack a common definition of what “engagement” is.
This post contains my definition. I understand others have different opinions.
As far as engagement goes, what matters is:
- People ask questions
- People share
- People investigate your products and services further
- People buy
There are two important aspects of engagement worth mentioning:
- Where does it happen?
- How do you measure it?
Where Does It Happen?
The answer is…. it varies. Some occur via email, some via various social media networking sites such as Facebook, Twitter, and LinkedIn, and some on your website (blog post comments).
Of greater importance is the question of where SHOULD it happen, and the answer to that is unquestionably on your website.
Why? Because the more engagement that occurs on the website the more often your website is updated and the more often your website is updated the higher is it’s search ranking.
Engagement on your website creates a virtuous cycle of more updates equates to more visitors from organic traffic, which equates to more updates, which equates to more organic traffic, etc, etc.
How Do You Measure It?
- How many blog posts have comments?
- How many comments do they have?
- How many website conversions did they lead to?
That last one is difficult to measure when you pursue engagement anywhere other than your website. It can be done, it’s just more involved.
A Great Example from a Few Years Ago
This example is for Shredded Wheat and was a series of web episodes created by the ad firm Ogilvy. They were created in 2009 and there were several episodes, each of which was 3 or 4 minutes long.
They were so good I waited for the next ones to come out (which never did).
A summary of them is in the YouTube video below.
I even went so far as to buy a box of Shredded Wheat as it had been years since I had any and the ads made me curious.
What Does This Mean for Your Brand?
I know I say this over and over, but it’s worth repeating.
The best prospects are the ones who find you. Organic search is your friend. Attracting visitors through organic search requires publishing good stuff at regular intervals, and sharing it with others (this helps “prime the pump” so to speak).
How Does This Fit into Your Overall Inbound Marketing Efforts?
As you’ve heard, Content is King.
And you also need to learn about link building.SEO Needs Link Building