5 Ways To Boost Content Engagement on Your Website

A lot of Internet marketing gurus throw around “engagement” this, “KPI” that and “analytics” the other thing without ever really explaining what these terms even mean, never mind what the relevance is to your business. In many cases business owners just wind up even more confused and lost than they started. Fortunately, understanding content engagement doesn’t take a $150-per-hour consultant to achieve. You just have to know what you are looking for from your Web traffic, your site and what you want your target clients to do with your content. Here are five simple steps you can take to boost interaction and drive engagement on your site!

1. Understanding engagement

For most of the last two decades, clicks have been considered the Holy Grail and key metric for user engagement. However, just because someone looks at something doesn’t mean it matters to them on the level that you need it to for them to do what you want them to do and ultimately avail themselves of your services. Engagement is more than just seeing a page or a new blog post. It also requires the user to do something, whether it’s clicking a specific link, filling out an email capture form or spending enough time on page to show they really read, absorbed and understood the content and why it matters.

Content engagement can include liking, sharing or reposting your content elsewhere on social media. It can also mean a viewer leaving a comment, visiting your business or placing an order. Because content engagement is so diverse, the best and easiest way to think of it is to say that “Content engagement means getting your viewers to do what you want them to on your site, when and how you expect them to do it.”

2. What does my content need to do?

Obviously you don’t put content up on your site because you had a few spare minutes at lunchtime. Your content has a stated purpose and goal for your overall business. Are you trying to get sales leads, or capture an email list? Do you want more brand awareness, or for visitors to spend more time getting to know about your services and how your company provides them? All of these are different driving forces with different endgames that need specific handling in order to work the way you need them to.

3. Choosing the perfect analytics and metrics

There are plenty of analytics tools out there, designed to tell you everything about what your users are seeing and doing while they’re on your page. However, these can also result in “data overload,” giving you too much information without any idea what the really key performance indicators or KPIs are. Do you want a target percentage of viewers to fill out your contact form? That’s a KPI you want to keep. Do you want to know if your viewer is actually reading the content, or off answering emails? That’s another. A good analytics tool can help you define and isolate your prime KPIs so you can get the usable data, or “metrics,” you need to see what your content is actually doing in the viewer’s eyes.

4. Choosing the right tools for the job

Some people think Google’s analytics suite works just fine for what they need. Others like third-party analytics like TrenDemon or Chartbeat. The question is, which of these is going to give you the best ROI while delivering the metrics you need without cluttering up your reports and mind with a bunch of information that have nothing to do with what you need? This is where a certain amount of due diligence on your part will go a long way toward helping you determine what you need and where your content is succeeding and failing.

5. Turning the metrics into something you can use

Having metrics is great, but it’s only part of the equation. You also have to have an actionable target you’re aiming for. If you’re getting a great clickthrough rate but your time on page is only a few seconds, your content is clearly not doing its job. Now it’s time to reassess your content. Is it too salesy, or does it lack an identifiable call to action? Does your content deliver actual value, or is it an endless rehash of “Why our company is the best!” cheerleading without any real substance? If your content looks fine and speaks to its target audience, something else is clearly awry and needs to be addressed.

Just having words on a page isn’t enough to drive engagement. Your content should give the viewer something actionable and interesting to think about, whether it’s a new way to look at landscaping or why that tiny shimmy in the car’s front end may mean big trouble later. More than anything, your content should establish you as the leading authority and problem solver for your viewer. That is the heart of meaningful content engagement.

About author

Joseph Brady
Joseph Brady 21 posts

Joseph Brady has been involved in growing businesses since 2004. Focused on improving their marketing efforts both on and offline, he has spent considerable time working as a search engine marketing consultant assisting business increase both the quantity and quality of web traffic.

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