Engagement happens whenever someone interacts with your content: commenting on a video, sharing a Facebook post, or clicking a link in a blog post. For an organization, engagement can help you raise brand trust and awareness, understand your audience, and learn which marketing techniques are most effective.

Increasing content engagement is a common struggle. No single strategy will guarantee success for everyone, but there are some basic principles that can help.

1. Make content easy to consume.

Want to increase engagement? Make sure your content is readable and accessible. The most fascinating, fun, and helpful content on the Web doesn’t matter if people can’t see it.

• Use attractive, relevant images in articles and blog posts.
• Let content be accessed with just a keyboard.
• Make sure your content management system supports accessibility.
• Provide transcripts and captions for podcasts and videos.
• Make sure your website and content are mobile-friendly.
• Use small paragraphs, bulleted lists, descriptive headings, and simple, standard fonts.

2. Be helpful and trustworthy.

Sounds simple, right? Unfortunately, a lot of businesses get so caught up in selling and getting their names in front of eyeballs, they don’t think about the quality of their content or how they are perceived.

• Focus on solving your audience’s problems.
• Create content that entertains, informs, and helps them.
• Share honest, behind-the-scenes information about your company and brand.
• Partner with other websites and organizations to develop content.
• Start and participate in conversations about your industry; don’t be afraid to tackle difficult or unpopular topics.

3. Make content interactive.

According to Hubspot, interactive content boosts leads by as much as 47 percent, so it’s worth trying in your business. Interactive content can be as simple or complex as you want.

Create an interactive video that lets people make choices to view different content. Too complex? A simple poll or quiz is still interactive content, and can be a good way to stay in front of your audience and learn more about them.

Also, don’t let your content just fizzle out and die at the end. Be sure to include a Call to Action that prompts consumers to sign up for your mailing list, download your ebook, or try your free sample.

Need informative, entertaining content that improves engagement? Let’s talk! Reply to this email or visit my website at emjwriter.com to learn more about my copywriting services.

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