Content can be of various types. Some make you want to read it over and over again, while others prompt you to toss it away in disgust. Every content writer has heard something along the lines of ‘creating engaging content’, but what does it really mean? Speaking to Content Marketing Institute, SiteTuners CEO Tim Ash says, “Engaging content simply means ‘useful to the visitor.’” But it is rarely as easy as it sounds. The question of how to create engaging content and how to judge that level of engagement are the two major hurdles one has to overcome.
Engaging content is anything that makes your reader stop whatever they are doing to spend time with what you’ve written. Maybe it offers a solution that they’ve been struggling to find, or maybe it gives them their daily dose of laughter or entertainment! Whatever it is, engaging content is good for your audience and definitely fruitful for your business.
But how can one measure engagement? Engagement is not a vague concept. In fact, it can concretely be measured by the Bounce Rate, which is the percentage of people who have entered and exited a page, and the Time on Page, which is the amount of time spent by a person on that page. Comparing these statistics with the site average will give you an accurate picture of your engagement.
The one way to crack this code is to know your audience well, and you can do this by identifying what type of content is liked and shared by them. Use social monitoring tools to find out which content delivery mechanism works with your audience, then go on to use them for your own benefit. Remember, the most effective content is that which does not appear to be very ‘salesy’ or intrusive.
Engaging in a healthy conversation with your audience will get the ball rolling in the right direction. Go knee-deep to figure out if your conversations are only floating on the surface level or are actually ingraining a sense of brand commitment in them. A committed audience will be ready to gobble up anything that you throw at them, and this should be your aim. If you feel like the majority of your audience is committed to your company or articles at a deeper level, then you are on the right track.
The frequency of interaction is a key factor in determining the correct target audience for yourself. The chances of an audience member actually showing signs of commitment and genuine interest can turn out to be one time thing, meaning that you lucked out. They may even go the extra mile to buy a product or avail your services, but just that once. Engagement can only be determined if that commitment is consistent.
Readable content is different from engaging content since the latter demands much more involvement on the part of the audience than that of the former, and both are absolutely crucial to succeed at any business venture.