Content Engagement: What it Is, Why it Matters, & How to Boost It
Let’s face it — we all feel a little thrilled when a post or email we spent time craft gets great content engagement with an appreciable number of likes, shares, saves, opens, and comments.
But few things are as demoralizing as spending 20 minutes or more writing a social media post or an email and then when you post or send it, nothing happens. It just sits there like dead weight, collecting dust and falling flat with little to no engagement.
When that happens, you can doubt yourself and question your messaging and strategy, and wonder what you’re even doing on social media or in someone else’s inbox.
Engagement Helps, But it Isn’t Everything
First of all, take a deep breath. Let’s clear this up right now: your worth and your abilities and your unique gifts from God are NOT reflected by social media engagement.
I don’t care if your post gets 0 likes or no one actually reads your email. You still have a unique talent and gift to share with the world. Just because engagement is low doesn’t mean you’re not good at what you do, and it doesn’t mean you don’t have a powerful message to share.
It may just mean you need to revise your strategy a little bit. Engagement isn’t everything, but social media and email engagement DOES help when you’re trying to convey a message. It’s a way to gauge who is hearing your message and if it’s resonating with your audience.
View it as a tool that helps you gauge the effectiveness of your marketing and messaging, NOT of your worth or talent as an individual or business owner.
What Do We Mean by “Engagement”?
So what do we mean by “engagement”? In this post, I’m going to be specifically talking about social media and email marketing. So in terms of those two mediums, engagement means likes, comments, shares, and saves on social media — and open rates and click rates in emails.
Engagement means people are not only hearing what you’re saying, but are listening. They’re seeing your message pop up in their feed or inbox and are feeling compelled enough by the way you’ve presented it to take some sort of action.
It means what you’re saying is resonating with them, and they want to support, share, or remember it. You’re starting a conversation that people want in on, and are interested in learning more.
Boosting engagement, then, comes when you’re strategic about how and what content you present to your audience.
Tips to Boost Engagement
The great news is that it’s pretty easy to make a few minor adjustments to improve your content engagement, especially with social media and email marketing. To some degree, a lot of social media success is left to the algorithm and how well you can work with it. That’s a post for another time so I won’t get into too much here.
There are lots of opinions on this subject, here are a few quick tips that have worked for me that you can keep in mind as you create content to help grow your engagement and create content that truly resonates with your audience:
Follow people in your audience and in your industry.
Social media gives you the opportunity to build a network and a community. Follow those who fit your ideal client persona with the intent of building relationships and providing them with real value. Follow those who do similar work or who have a similar niche with the intent of making connections, collaborating when possible, and learning from others.
Engage with other accounts.
Respond to comments. Comment on other content that resonates, challenges, or inspires you. This can start conversations and build relationships between you, your audience, and your peers. It’s called “social” media, after all 🙂
Create consistent content.
If you’re posting once a week, emailing every few months, or even more sporadically than that, you aren’t creating consistent content that keeps your name and business in the minds and on the screens of your audience. I recently wrote a post on consistent content that might be helpful. Come up with a weekly schedule that you can adhere to, and approach content creation as an investment of time that requires consistency and diligence.
Schedule your content at peak times.
Determine when your audience is online and most active, and respond accordingly. In my experience, posting between the hours of 7 and 9 works well. But you may determine that early afternoon or mid morning works better. Again, the important thing is to be consistent!
Focus on the written content itself.
This could be an entire blog post in itself. The most important part of all of this is whether the content you’ve written is leading people to take action or not. Is it concise? Easy to read? Relevant? Does it show an understanding of your audience’s pain points? Does it ask a question and talk more about your audience than you? These are all questions to consider when
Make your content visually appealing.
I’ve said this before, but people don’t read huge blogs of text on the internet. Make your copy scannable and easy to read, and ensure that the images you use are authentic and interesting.
Create content with consistent brand messaging.
Take a moment to consider who you’re talking to when you’re creating content for your audience. Then consider whether your messaging and tone matches that audience. If not, you may need to take a step back and rework your core brand messaging in light of your target audience
These are just a few basic tips to help you take the first steps to boosting your content engagement on social media and in email marketing!
Need Help with Content Engagement?
If you’re overwhelmed by implementing a content strategy that fosters engagement across all platforms, reach out here. Coffey Copy + Content offers content strategy sessions, brand messaging strategy, and monthly content packages to resolve this very problem. 🙂