3 Ways to Make Your Brand’s Online Content More Engaging
By Kelsey Meyer
Marketing professionals wear a lot of hats: leader, innovator, and brand ambassador, to name a few. Over the years, we’ve learned content marketing can help us accomplish many of the goals that come with these roles. It’s a great vehicle to reach, connect with, and engage your audience — but you have to build it properly, put it in gear, and steer it in the right direction to see results.
When companies first started using content marketing to drive business goals, the field was still pretty new. Not a lot of data, research, or modern examples existed to help guide companies in their efforts, so many marketers were left throwing tactics at the wall to see what stuck.
Now that we’ve advanced our strategies and improved how we share messages, we can make more strategic decisions. Content marketing is no longer just an experiment. It’s a strategy that demands cold, hard data to drive it and perfect it.
In “The State of Digital Media,” my team at Influence & Co. brings some of this data to light. We surveyed online editors at leading publications and analyzed more than 4 million pieces of published content. The results taught us what makes content engaging and how digital marketing teams can boost their own content’s engagement.
Straight from the data, here are three tactics to add to your digital content marketing strategy:
1. Edit like you mean it.
Content that’s well-written and free of mistakes makes your message clearer. This is good practice anyway, but it’s especially important if you want your readers to understand, enjoy, and engage with your work. It reflects better on your brand as a trustworthy, professional team, plus it makes other editors more likely to accept, publish, and share your work if guest blogging is part of your strategy. In fact, 71 percent of editors said the biggest problem they have with content they receive from brands is that it’s not professionally written or edited.
2. Don’t skimp, but don’t go overboard, either.
The average word count of the content we analyzed was about 565. However, that number jumped to the 590-790 range when we examined content that earned more than 1,000 social shares.
The moral of that story is, don’t prioritize pumping out a ton of short content at the expense of some high-quality longer-form content. Conversely, don’t drone on for too long on any one piece. Instead, keep your content in a modest word-count range. You can always adjust to fit the publication or your audience’s preferences.
3. Meet your audience where they are.
Content isn’t finished as soon as it’s published. It’s up to you to keep the momentum going. “The State of Digital Media” reports that Facebook remains the most popular platform for audiences to share and engage with content. LinkedIn comes in second, and Twitter follows in third place.
Your job? Share your content on these platforms. Do it more than once. Include relevant hashtags when appropriate; post in groups; and reply to comments. Most importantly, time Go to the full article.