Content is not king. Whether it is for personal or business purposes, most content is ignored and some content is counterproductive – alienating rather than engaging readers.
Focus on blog engagement ahead of volume
That said, quality content can be a very potent marketing and/or communication tool. Quality content can help build awareness, a brand and encourage inquiries. Quality content is content that engages the reader and communicates a message consistent with the author's brand.
Research suggests that some 60% of B2B marketers find producing engaging content their biggest challenge. Further to this, 57% say that measuring content effectiveness is a huge challenge. It is very difficult to consistently generate quality content that will engage readers, and just as difficult to measure effectiveness.
So, what makes content engaging? What will maximise the level of readership of a blog post, or content in general?
Clearly there are a number of considerations. Here are three of them:
It is important to write to a well-defined audience that you understand well. It is ideal to have in mind a representative of your target audience in mind and write for that individual. The more targeted the message, the greater the potential for engagement.
It is important to know what you are talking about. It is ideal to start with the final message or conclusion in mind and then write towards that, making sure that you are adding value for the audience. Words alone are not enough.
It is important to remember what you learned at school. An ideal piece has a clear structure, incorporating an opening, a middle and an end. Ideally, a blog post should offer a proposition, support that proposition with detail and draw it all to a conclusion.
Further considerations will be addressed in subsequent articles.
Stop producing content and focus on engagement ahead of volume. Quality beats quantity every day of every week.
Source of core statistics – RAMONA SUKHRAJ – IMPACT – JANUARY 2017