You want your audience to find your content so interesting, that they simply MUST share it.

Blogging Tips: How Do Successful Blogs Create Engagement?

by Blogging TipsContent Marketing Tips

There are many varying factors that separate notably average blogs from the undeniably great websites that we find ourselves checking into every day. Is it outstanding writing and writers that make certain blogs must reads? Or, is it the interesting content that makes certain articles stand out over others?

Is Your Content Simply Average?

The honest truth is that while experienced, consistent writing and above average content is essential to build a successful blog, that is not always enough. The final key element that all successful blogs and websites share is their overall audience engagement.

Top blogs like BuzzFeed, Cracked and Barstool Sports have all perfected the art of pinpointing readers with relatable, engaging content that keeps their audiences coming back for more. This engagement has allowed such websites to build notable brands through the input of the audiences themselves.

A Perfect Example of Engaging Your Audience

Barstool Sports is a prime example of this as they have risen to internet stardom in recent years, and in a relatively quick period of time. However, they aren’t very new to the internet scene… In fact, Barstool Sports was publishing content as early as 2004.

You want your audience to find your content so interesting, that they simply MUST share it.
You want your audience to find your content so interesting, that they simply MUST share it.

Since then they have always maintained a loyal and engaged audience, Barstool was always valued by potential buyers. The website has an uncanny ability to make readers feel as if they are friends with the writers and office workers of the website.

This popular site delivers sports/pop culture commentary for the “every man” and it’s this relatable content that propels their ability to engage audiences. Sports Creator and Director of Content, Dave Portnoy is instrumental in his own site’s ability to generate readers and page views.

Senior Write Jerry Thornton is quoted as saying:

“He’s got a lot of ‘Masshole’ in him–guys here love breaking each other’s balls. He isn’t afraid to tell you that you suck while he’s being a friend to you. That’s Barstool: It’s honest and it’s funny, and that’s what people are looking for but don’t get elsewhere.”

The Art of Engaging with Employees Online

The company has created an environment within its structure that places spotlight on every day, run-of-the-mill office employees. Administrators provided articles and videos on the site with a lot of engagement due to the relatable nature of the content.

While barstool doesn’t have the most established writers on its site, its fans certainly know and love them for what they are. And, that just goes to show that engagement works in mysterious ways.

You must engage with your audience to keep them coming back to your blog for more.
You must engage with your audience to keep them coming back to your blog for more.

Relatable Content Helps Increase Engagement

While posting relatable content is definitely one way to increase engagement, you still need to give readers a reason to click on your website every day. You want your readers to feel the need to be engaged in your content… something that will keep them coming back for more.

BuzzFeed is a great example of a website that does this better than anyone else. They provide news that anyone who wants to feel up-to-date in pop culture absolutely has to know about. Not only do they provide that news that you need, they slickly seduce you into clicking on their articles through the clever use of social media.

You will see any article posted on BuzzFeed tweeted out… as well as shared to Instagram, Facebook and Reddit. This outreach not engages audience members, but makes them feel like they “should” be engaged if they aren’t already.

Need more relatable content for your website or blog? Content Marketing Geek can help. Click here for a Free Website Evaluation. We’ll let you know just what engaging content could do to improve your brand’s online image.

Or, check out our Online Marketing Packages to find out what we can do for you today.

Content marketing engagement increases online popularity, increasing online sales.

Engagement Vs. Usefulness? The Content Marketing Conflict

by Content Marketing Tips

Content marketing engagement increases online popularity, increasing online sales.What’s more important, content marketing engagement or target audience usefulness?

The digital world can be a noisy one with everyone competing to be heard. What will make you stand out takes a bit of time to develop and understand. With B2B content, you’re looking at a model that aims to inform and engage at the same time.

It is also a playing field where your communication should synch with the understanding of customer behavior. Creating content that serves your goals while putting the end user is crucial to your success in the B2B world.

Recognize Need for Better Content Marketing Engagement

The key to creating what customers will buy is recognizing a need and stating clearly how you’re going to fulfill that need. With that in mind, you’re able to align your marketing efforts to those businesses that are in rhythm with your end goal.

Blogging has become a powerhouse for B2B marketing in terms of generating buzz and delivering compelling and engaging content when the buyer needs it. Again, it’s all about that end buyer. When you create content, think about the benefits you are providing and the needs you are fulfilling. Start with that and your results will be increased sales, profits and traffic. Business blogging with a purpose is the vehicle to take you to your goals.

Ask yourself: are you doing it efficiently and effectively?

Audience Need Vs. Content Marketing Engagement

Forbes referenced the synchronized nature of need versus engagement: “Does it speak to them when they’re just beginning their research, or later when comparing competitor features, or finally when coming to a buying decision together with their colleagues?”

Buyers can alter their shopping habits, researching products and services when and where they want. This is a great opportunity to utilize the most unused resource: B2B marketing, and blogging. Unlike push marketing – inbound marketing doesn’t interrupt you.

Seth Godin calls this content marketing engagement technique “permission marketing.” It’s online marketing that isn’t intrusive. Instead, information or content marketing is there when you need it – providing you with the information you’re searching for online.

Godin goes on to say:

“permission marketers understand that when someone chooses to pay attention they are actually paying you with something precious. And there’s no way they can get their attention back if they change their mind. Attention becomes an important asset, something to be valued, not wasted”.

Find Effective Solutions

Online marketing is impacted by necessity meeting solution. The better that information is presented, the more likely you are to buy into. Creating a space where buyers are given an opportunity for a two-way communication is crucial.  Since B2B purchase decisions take more time (depending on how many stakeholders are involved) than B2C, B2B marketing is a feedback channel that gives the buyer a voice.

Ultimately, there’s a demand for different information for different audiences. The blogsphere is a great place to meet that demand:

  • It’s an engaging space.
  • It builds connections with your prospects.
  • The content opens a door to meaningful interactions.

You get a chance to provide relevant information while developing a relationship that prevents, or mitigates, a problem in real-time. You have a chance to be easily accessible when it comes to addressing customer issues, need and concerns. This can only be done by going back to understanding customer behavior and listening to your prospects.

Staying consistent is another part of getting people to come back to the online marketing content that you put out there. Information that understands customer behavior is aware that humans like to be engaged in information that fulfills a need. It may not be in the immediate moment but, B2B clients know the importance of forming relationships with those who prove to be consistent in their marketing efforts.

Check this out: Infographic: Traditional Advertising VS Content Marketing

Featured images:
  •  License: Royalty Free or iStock source: Shutterstock

Author Bio: John Braithwaite is a father, husband and entrepreneur. He writes on behalf of Ergo Digital, a firm offering online marketing services in Reading, UK and beyond.