You write a lot of quality content hoping that it will succeed in generating engagement.
If you're experiencing a lack of engagement on your quality content, you now need to implement a promotion and distribution strategy.
The operations that you practice post-publication are extremely important towards your content's success.
Spend time sharing your content in the communities who are known to be interested in the topics you're writing about rather than spending too much time on creating tons and tons of content.
Working Towards Content Engagement
(Number 11 from Stranger Things)
To jump-start your process of distributing your content to promote engagement, put these 11 tips into action:
1. Verify that your writing style aligns with the voice of those in your industry.
Listen to the conversations in your community. They are your core audience and are the most likely to engage.
2. Contribute to the blogs that possess consistent social and blog interactions.
Within your author's bio and in the comments, you can always link back to your personal site to generate traffic, awareness, and thought leadership.
3. Share your blog post on other channels.
Promote your work where you're getting significantly more traffic. Check your Google Analytics to see where you're getting the most engagement. This includes your social media profiles, newsletters, forums, wherever you're mentioned in the media, and even from events and conferences that you've attended.
4. Make the time to create meaningful conversations around your topic.
Don't spread yourself too thin by trying to market your product on every channel available. Trying to promote your content everywhere when your demographic is missing-in-action will not help you get the engagement you're looking for.
5. Position call-to-actions in the ideal places throughout your blog.
Some writers recommend positioning a CTA above the fold and at the conclusion. Revisit your blog guidelines to see where CTA's fit within an article, and consider where your reader's eyes will focus on while on the page.
6. Utilise CTA's that relate to the topic of your article.
Nothing's worse than when you're watching a show about delectable food, and then you are shown an ad about toilet-themed restaurants.
7. Redo your headlines to generate a spark within the first couple of seconds in which your audience reads it.
Time is valuable to your customers, you need to capture their attention from the beginning.
8. Request for your team to comment on your blog posts.
Make it look like there is engagement on your blog even if it's from your team. Some visitors might be hiding because they're not comfortable comments. Show them that you're open to having conversations on your blog.
9. Complete your SEO checklist- indexing, keywords, and tagging.
By implementing SEO exercises, you are increasing your content's chances of being discovered in search.
10. Collaborate with others in your niche.
You will grow your network by helping those in your community generate more traffic and engagement. Many love to read about interviews with industry heads.
11. Reply to every comment on your blog, particularly if you are the proprietor.
If you don't satisfy your readers, they will discontinue their interactions.
If you find yourself still encountering little to no engagement, there might be something else going on behind the curtain…
1. Your paid ads might be generating incorrect leads.
Look at how much you're spending on keywords, and compare this to your conversion rates to identify possible modifications that need to be done.
2. Your audience isn't learning anything new.
To get around this, approach your future with the idea of trying to prove something- use a hypothesis. For example, "we think links and shares are related". With this method, you will investigate to verify its truth and can then document your findings in a blog post. Your curious readers will love your spin on disproving and confirming something they are probably wondering themselves.
3.The duration of your editorial does not resonate with your audience.
Some prefer compact articles, others long-form content. A nifty in-between that might work for you is how Marketing Land does it. This might entail modifying your blog template.
4. Some topics and niches aren't commonly associated with generating comments or noticeable engagement like social shares.
Never fear, this does not necessarily mean that they're not sharing it through their email lists or amongst their professional contacts. Go through your content to see if there are some snippets that you can share with your community.
5. The writers on your blog are fantastic journalists but lack the experience in writing to generate leads through content.
Provide educational content to help teach your writers, and they will be happy to be more active in helping you market your content.
6. It's too complicated to generate comments on your blog.
Some have communicated that if they must log-in to comment, they won't. Alternatively, you can place a CTA in your post linking to free resources. Gate these freebies to grab these leads.
7. Some readers don't feel like they have any value to add to the conversation and might prefer listening to what others have to say.
Remember when you were in school, sitting quietly as you listened to your teacher explain new things? This practice can be applied to the online world. There is always a high possibility that someone is listening and vigorously jotting down points they see in the comments rather than contributing to the conversation. It's an important practice for everyone to listen first.
8. They didn't need to say anything, the article answered all their questions.
Everyone has those moments where they find exactly what they're looking for. They exclaim "this one!" when they find the perfect wedding dress or they do a double-take when something catches their eye in the window, immediately going into the shop to purchase it. These scenarios happen online at a much fast rate because of how convenient it is to find that perfect something.
When this happens, the process of a transaction could be as quick as:
Search: How many hashtags should I put in a Tweet? > Social Media Examiner Article Says 2 for 2016 > Great! Answers your question > Proceeds back to Twitter to Tweet.
9. They are still attempting to understand the information they've just read and don't know what questions to ask.
For those new to your industry, they are currently in the sponge stage. They are trying to learn as much as they can, and will Google Search concepts they don't understand. When they encounter pages with lots of information like a Wikipedia page about machine learning, they will need time to process that information before having the ability to ask questions about it. Often Wiki pages (like the one on machine learning) are at a higher reading level.
At the end of the day, it's hard to ask questions about things we didn't even know existed.
Realizing new opportunities for engagement
It can be difficult knowing what sort of engagement your post will get after you hit publish. Once you've created your strategy for distribution and promotion it's still important to remember that your data doesn't cover common human tendencies when it comes to why you're not getting engagement. Engagement depends on the actual person behind the screen reading your post.
If you attempt these tips, and you're still lacking in the participation, continue to experiment and measure your efforts. You'll be able to identify who your genuine followers are in the traffic you're generating and the conversations you're having.