Every brand wants to make their content appealing to the eye of the audience, who might become their customers and promote brand presence in the digital world (to stand out from the crowd). That’s why brands care for engaging content.
Engaging content interests them and grasps their attention and makes them want to know more about your brand after looking at your content.
Tips to make engaging content
1. Know your audience
Audience targeting always comes first. Only after knowing your audience and their needs, you might create relatable content to them. The ideal audience profile is the foundation of any campaigns or marketing ads. Analyze your audience not only with your prediction but with actual data that you can mobilize, such as the user data from recent ads or campaign performance.
2. Create content with intent
To retain audience and to make them stay longer on your pages, the content should be focused and organized. People might lose their attention easily with unfocused and complicated content.
Take some time to consider the intent of your content before creating one. Define the content objective and keep your audience in mind. Draft the content in alignment with your intention, and make them flow with keywords.
3. Create content that’s valuable to your Audience
Therefore, to keep them engaged with your content, you need to provide value to your audience. Then, you should be able to understand perfectly about your audience. Based on your intent and audience, the content could be informative or emotionally engaging.
4. Call for attention with great headlines
Creating the perfect headline is crucial in content marketing strategy, especially when people have short attention span like now.
But making headline attractive and powerful is different from making it just clickable, or in other words, clickbait. The difference is, clickbait doesn’t meet your demands in the end; but the quality content meets the audience’s expectation.
Make sure your headlines contain your main point or keywords. The purpose of the headline is to get people’s attention to read your content, or at least your first paragraph. If great content starts with a headline that captures your reader’s attention, then the next thing is to acquire and retain audience by engaging them with great content.
5. Optimize the content
Experiment with your content to improve marketing strategies. You can try A/B testing or SEO. Make as much as relevant trials and get valuable data in the data-driven marketing.
Here are some SEO tips that you can follow: [SEO 101] SEO Tips for Performance Marketing
6. Measure engagement correctly
- Deciding what to track
- Tracking, measuring, and managing the data
- Turning information into actionable insights
To really find out if people are engaging with your content, you can track some metrics; how long they’re spending on your site(time spent on page), scroll depth, the number of likes or comments, internal traffic and exit rate, conversion rate such as email sign ups, or social shares.
Focus on the most relevant metrics for measuring engagement as the same metrics can be misleading and could be vanity metrics that are irrelevant to engagement performance.
For example, time spent on page could be a good metric, but if you can get scroll depth data, that could provide you more accurate data. (Scroll depth measures how far down a page a visitor scrolls) Think when you walk away from devices while set laptop screen on. We often become distracted when in front of a screen. That can artificially inflate the time spent on page. Find what’s really working and set right metrics is the key to measure engagement correctly.
Ideas for Social Impact 