What is engagement, REALLY?
This article is letter (E) of our “Discover Content" series where we write an article for each letter of the phrase. “Discover Content" uncovers how online content is discovered, circulated, and shared. Find links to more articles in the series below.
Engagement. Engagement. Engagement. We hear it over and over again. So much so that what engagement is, what it is not, and the value of it are all jumbled into a confused mess. To bring clarity to the chaos, we bring you this article all about engagement.
The Value Of Engagement
Content Marketing Institute defines Marketing Engagement as “the act of occupying your audience’s desire to know or learn over time.” As a result, you focus on time-based metrics like duration of a website visit.
It’s unique because you’re teasing out your audience’s curiosity. Curiosity is the key to engagement.
What Engagement Is NOT
The term “engagement” is so overused, it’s become confused with a lot of other marketing terms. For the record, here’s the difference!
Engagement is not…
Reach. This means very little as it indicates the number of people who see your content, even if that was just a moment.
Time On Page. Metrics on this can be skewed because there are so many other factors at work. People can open other tabs, walk away from their device, etc.
Shares. Surprisingly, Tom Haile of Chartbeat revealed in his Time Magazine article that there is little correlation between articles we read and articles we share.
Increasing Engagement
Enough beating around the bush. We know enough about the question. So what’s the answer? At it’s foundation, increasing engagement requires you...
… Know what platforms your audience is on
… Know what they’re looking for/ what questions they want answered (content)
… Be Consistent, Personable and Active
Word Up:
Engagement truly shows your audience receives value from your content. It shows they get lost in your words and images. Inspired enough to want to tell the world about your content. Give your audience every reason to savor your content. Keep engagement at the top of your mind.
sources: contentmarketinginstitute, jeffbullas, yolofreelance
This article is letter (E) of our “Discover Content" series where we write an article for each letter of the phrase. “Discover Content" uncovers how online content is discovered, circulated, and shared. Find links to more articles in the series below.
(D) Content Discovery – (D)iscover The Content Your Audience Craves
(I)nfluencers – The Authentic Path To Content Discovery
(S) Discover New, Valuable Content Just Through (S)haring
(C) Discovering (C)ontent In 2020 And Beyond
(O) Content (O)rganization - Get Your Sh** Together For 2020/2021
(V) Discover The (V)alue In Your Content
(E) All The Ways (E)ngagement Is The Gateway To A Better Brand
(R)esults You Can See With Content Curation
(C) Anyone Can (C)urate Content. Yes, We’re Looking At You!
(O) Fantastic (O)pportunities And Where To Find Them
(N) O(N)line Dating – The Evergreen Affiliate Frontier
(T) The Marketing (T)rend is... Cause Marketing!
(E) A Guide To (E)ndorsements For The Everyday Marketer
(N) Set Goals, Not Resolutions, To Achieve The 2020 (N)ew You
(T) 5 Content Monetization Swomi (T)rends You Don’t Want To Miss
