Content marketing has become a popular and effective strategy for businesses in many different industries. Creating blogs, images, and social media posts is a great way for businesses to connect with consumers and build their reputations as trustworthy brands while also getting the word out about their products and services. Incorporating content marketing into your advertising strategy can also give you a variety of new ways to measure user engagement, which can help you get a better idea of what your customers want.

What is user engagement?

User engagement can mean many different things to different businesses, but it typically refers to some sort of interaction from a customer or potential customer. When it comes to content marketing, user engagement can refer to any sort of interaction customers have with businesses online. This can mean leaving a comment on a blog post, liking or sharing a post on social media, subscribing to an email newsletter, visiting a website, clicking on an advertisement, or making an online purchase. Getting customers to engage with content is the whole point of creating it—otherwise, businesses are just creating content that people either don’t read or that doesn’t motivate people to become customers. Even if nobody in your company has the time or experience to dedicate to creating quality content on a regular basis, you can hire a content marketing company that can write blogs and create other unique content that can help more people find your website and become customers.

What types of content should you post?

There are many different types of content, but trying to create every single type can lead to poor-quality content that doesn’t attract website visitors. It’s better to figure out which types of content will work best for your brand and your audience and focus on creating high-quality pieces that are more likely to attract more people to your website. Blog posts can be great for almost any industry. No matter what products or services you offer, you can create blogs that are designed to answer the questions your potential customers are most likely searching for online. When they find answers to their questions in your blog, they’ll be more likely to check out other parts of your website and potentially become customers. If showing is more effective than telling for your products or services, then you should consider creating videos, infographics, and other visuals that will help answer the questions your potential customers have.

How can you tell what content your audience wants?

The content you create should drive user engagement, but you can also analyze user engagement to help you figure out what types of content you should create. Even if you research what tends to get the most online engagement in your industry before you start posting content, you won’t be able to really tell what your audience wants until you can see how they react to your content. It’s important to keep track of any comments, likes, shares, and other engagement your content receives and then use this information to determine what types of content to post in the future. If your infographics get a lot of shares while your blogs don’t seem to make much of an impression, then you might want to focus more on creating infographics. Different elements can affect how much engagement certain types of content receive, including when you post and what platforms you use, so be sure to run a few different tests before making any decisions.

How can you promote your content to encourage engagement?

While posting blogs, infographics, and other types of content to your website can help you become more visible in online searches, it’s also important to find other places to post and promote your content. Social media is one of the best tools you can use in your online marketing efforts as it provides a space where you can interact with customers and make more people aware of the content on your website. You can use platforms like Facebook, Twitter, and LinkedIn to share links to the content you post on your website. Including hashtags in your posts can help you reach out to more people who are likely to be interested in your products and services. You can also include links to blogs and infographics in your email newsletters to encourage people who have already expressed interest in your brand to pick up some new tips from your content.

Now that you know the benefits of content marketing, you can start working on building a better online persona with Pennington Creative. We can work with your small business to create engaging blogs, eye-catching images, unique social media posts, and other types of content that can help you get more followers and more links to your website. Learn more about our services by visiting our website or set up your discovery call today.

About the Author

Jessica - Digital Marketing Manager, Social Media Services
Jessica DeMilt

Digital Marketing Manager, Social Media Services