Content Engagement is the action a user or viewer takes on the page or content on the website. This action depicts whether the content was relevant to the audience or not. Making use of hashtags on Instagram, creating stories on Snapchat or posting material on Facebook are few ways to engage the audience with respect to a particular piece of information or material. The overall objective is usually to reach the desired business goal. The content is useful only if it supports in achieving the required return on investment.
Here are a few hacks which can help your business in optimizing content engagement –
Understand the platform and the audience
The first and foremost, and relatively obvious hack is to have an understanding of the platform that you are going to use to ignite the engagement. It must be assessed as to what kind of content should go up on a particular online portal. Along with this the audience that you are intending to target also plays a crucial role. It is hence, vital to comprehend the various social media handles and assess how the audience uses those handles.
For instance, a person may be using Instagram to connect with family whereas Twitter to connect with the people in business circles. In such a case a B2B connection can be better developed on Twitter than on Instagram. On the other hand, if the content is based on selling a personal item it may be better advertised on Instagram. Evaluate the content that attracts your target audience and adds value to the business.
Increase Page Loading Speed
In this fast-paced life, there is no place for the slow and steady. If the website takes ages to load, the business is most likely to suffer as visitors move away. Consumers today are largely impatient and want to obtain the desired information in the least possible time. It is therefore required that companies endeavor to build and manage a website that loads in fractions of seconds. It has been observed that if the load time goes from 1 second to 6 seconds, users jump to different websites. This is commonly known as the bounce rate. Bounce rate is the percentage of viewers who visit the website and them jump, leave or bounce to other websites.
Another thing to be noted here is that the website should also be mobile compatible. Users frequently look for information they want right then and there. In case the website is not loading well on the mobile phone or if the quality is compromised, some data is lost or some features do not function in the mobile mode, then it is threatening for the business. As per studies, the bounce rate for mobile users is 57% if the websites take more than 3 seconds to load.
Get correct Measurements
Creating good quality and engaging is not enough. The next step in line is to have some bases to measure the efforts put in creating that content piece. Take measurements of the content’s success as well as failures. Evaluate which keywords are driving traffic to the website. It is needed that businesses analyze what is working for them. Make use of different tools available that assess and generate accurate measurements of varied platforms.
One of the most popular tools used by social media marketers to analyze the performance on the previous posts is Insights Tab. It shows the records and statistics related to the likes, shares, links clicked, pages unliked and other similar reactions to the page. There is another measuring tool which is effective yet is underused – Published Posts under the Publishing Tools tab. This is great for Facebook marketers to search topics, keywords or any topic that has already been posted previously. This avoids duplicity and redundancy.
Content Quality and Volume
It goes without saying that content is king. Content engagement optimization is possible only after there is sufficient content visibility on the internet. In case the content lacks visibility it will fail to engage the viewers/visitors. What is required is that the marketing, social media marketing and content management teams work together to create content in volumes and spread that content over the internet through different handles. It is essential to enhance the reach of the content.
Slack is one such platform that marketers can use to glorify the content and share it to the maximum on various social media networks. Another way to amplify the content’s presence and visibility are to take help of Influencers. They are flipping the marketing game altogether and are the hot spots on every marketer’s radar today. Enlist influencers to benefit from their social media impact.
Key Performance Indicators
The content can be engaging, inspiring and attractive. But it’s worth only when it is able to generate the RoI for the business. Using measurements like, unlike, the share will not eventually multifold into profit. Only when users or viewers subscribe to the website it is will the business actually benefit and earn. This can be done by placing CTAs (Call-to-action) at the right places smartly.
Google Analytics and Scroll Depth help gather information regarding how much the user has scrolled down the page. This will help to place a CTA at the right place, which is in the user’s visibility easily.
Summing Up
The face of marketing is changing, which means marketers should also upgrade themselves. Making use of smart tricks and hacks, they can optimize the level of content engagement. To survive this competitive pitch it is vital to assess the performance of all the efforts put in. We hope that the above tools will help in grasping the importance and ways of multiplying content engagement so it brings in the desired revenue and reach for your business.
