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4 Types of Content to Include in Your Content Engagement Strategy

Boring!

That’s the last thing you want to hear when someone checks out content on your website. Engaging your audience is a fundamental part of the customer journey.  You need to keep leads interested and engaged to move them down the sales funnel and turn them into customers.

You need a content engagement strategy.

With a content engagement strategy, you can make tactical moves with your content to help create a more engaging and valuable experience for your website visitors.

Keep reading to discover:

What is a content engagement strategy?

A content engagement strategy involves creating and developing content that delights your audience, satisfies their needs, and, as the name suggests, engages them.

Engaging content usually falls into one of two categories — informational or entertaining. 

When your audience actively engages with your content — like through social media shares and comments, video watch time, newsletter signups, and similar — they are more likely to engage with your business in other important capacities, like buying a product or signing up for services.

Why engaging content matters

So, what’s the fuss over engaging content, anyway? Well, actually, it’s pretty valuable to your company. Here are some benefits to having a content engagement strategy:

It inspires action

Customers engaging with your content could look like a social media follower watching your latest video post until the end, or a blog subscriber leaving a comment on your latest article. 

After interacting with this content, it can inspire them to take action, whether that’s signing up for emails, contacting your business, or checking out your products.  Those are actions that can result in business growth through sales and revenue.

The more your audience interacts with your content, the more likely they are to take action in the future.

It connects you and your audience

When someone clicks on, shares, or responds to your content, something in that content resonated with them. Maybe it made them laugh or taught them something new, or it helped them find a great new gadget to simplify their daily routine. 

Sharing valuable content builds a relationship between you and your audience. The stronger the relationship, the more loyal that customer becomes — and retaining a customer is even more profitable than attracting new ones.

It keeps you relevant in algorithms

Most of today’s internet landscape operates via complex algorithms that determine which content reaches which viewers’ eyes based on several factors. Some of these factors are beyond your control, but others can give you powerful marketing insight to get your content to the top of your followers’ social feeds or search results.

Each platform and online engine has a unique algorithm and set of rules. For example, YouTube tends to promote videos and accounts that get longer watch time, while Google relies heavily on search engine optimization (SEO) factors

Regardless of the platform and algorithm, nearly all algorithms prioritize content that gets a lot of authentic engagement because engagement proves users find your content useful. 

Instagram post giving away an Owala water bottle

It indicates that you provide something of sustenance and value that others might enjoy too, which leads to more exposure and better rankings in search engines.

4 types of engaging content you can try

Your web content isn’t one size fits all, and how you format your media depends on where you focus your digital marketing efforts. 

Here are four of the most effective types of content to create and use in your content engagement strategy:

1. Videos and shareable graphics

Content with visuals like images, infographics, and videos get 94% more views than text-only content, making videos and shareable graphics a key component of your content engagement strategy.

Videos are a great addition to any content engagement plan because they naturally draw attention and keep it. From TikTok videos to YouTube explainer videos, you have numerous opportunities to create content that engages and informs your audience.

REI social media video about one of their tent products

Additionally, shareable graphics help create more engaging content, too. They help you draw attention to important information and make it easier to digest difficult topics. Infographics are a great shareable graphic format to try if you need to explain a process, highlight important statistics, or share insights about a product.

2. Posts that inspire conversation

Want to encourage active engagement? Start a conversation with your audience. Stay clued in about current events, hot topics, and trending stories to create posts that spark opinions. This approach is one of the easiest ways to garner engagement because it openly invites people to engage and interact with your brand.

Dogtopia Instagram post about Olympic dog names

Asking open-ended questions is a great way to encourage interaction, and some of the information you learn about your audience could prove valuable for future campaigns.

3. Online-only events

Online-only events let users engage with your content, no matter where they are. Examples include educational webinars, live auctions, giveaways, conferences, or livestreaming in-person events to reach a broader audience.

Some of the most effective ways to boost engagement during virtual events include:

  • Holding question and answer sessions
  • Encouraging attendees to share the event
  • Hosting live hangouts before or after the event

4. Quizzes, polls, and tests

Interactive quizzes, polls, and tests are the ideal balance of entertainment and value for many brands. Users engage with content that helps them make more informed purchasing decisions, such as product-matching tests to find the right item for their specific needs or tastes. 

This approach is also a subtle way to showcase different options to a casual browser without pushing sales too hard. For example, if someone visits an online boutique store to find a present for their spouse and takes a gift-matching quiz for inspiration, they’re exposed to products and shopping categories they might not have browsed on their own, without being pushed to purchase.

Boost your content engagement strategy with help from WebFX

A good content engagement strategy is fundamental for driving leads down your sales pipeline and turning them into customers. If you feel like you’re struggling to create engaging content, the experts at WebFX can help.

With our content marketing services, you’ll get expertly crafted content that engages, informs, and delights your audience.

Contact us online or call us today at 888-601-5359 to speak with a strategist about creating more engaging content today!

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