You write and write and write on your blog. You have a team that works every day, but you’re not getting what you think are the optimal results. What’s wrong? Why don’t my posts have high engagement?
It’s about creating a link between the user and the brand. Something exciting so our publications generate expectations and are perceived positively, and so one way or another, it’s reflected in conversion.
The best way to measure a post’s engagement would be the number of times it’s shared and the interactions it generates. The interactions arise both directly from the comments enabled within the corporate blog itself, and indirectly through social networks (comments, likes, shares, and referral traffic coming from the channel)
Within your niche, as with all of them, some topics are more interesting than others. You need to be able to identify your target audience as well as possible.
If it has crossed your mind to target everyone between the ages of 18 and 99, both sexes, and every country… I’m sorry, but you’re not segmenting, you’re fooling yourself!
It’s worth it to sit and think a little bit about the nature of your product, who it’s useful for, what it brings to the table. Whatever they say, you’re writing for people and if you can think of a post as communicating with an interlocutor that has a face, eyes, and an incentive, you’ll succeed in establishing a dialogue with the right tone about the most relevant topic.
It’s always associated with SEO, but keyword research should actually be mandatory for any Online Marketing strategy.
How can keyword research help increase the engagement of your posts? By helping you find the most attractive topics. If a given keyword has high search volume it simply means that it’s interesting.
Obviously, you shouldn’t cannibalize the categories of your e-commerce, but the long tail is your ally. Let me explain: If you sell shoes you’re not going to write posts with the keyword “women’s shoes” since it’s understood that you have a product category that attempts to capture this traffic (or you should).
However, you can peak your audience’s interest and win them over by writing a post about “comfortable women’s shoes”.
If you foresee all the events that are going to revolve around your brand and your public you can generate seasonal content when users demand it.
A post about shoes for New Year’s Eve published in the month of December will have a greater impact than if you launch it in August.
Besides seasonality, you have to play around with the present; events that arise spontaneously that attract a great deal of interest at a specific time. Imagine that an actress appears for an event and everyone starts talking about her shoes. Try to publish an analysis or comparative piece before anyone else.
Apart from seasonality and breaking news, it’s important to work on evergreen content posts. These are posts that work anytime and let you have an argument that always fits and can always generate interactions.
For example, we could create an article on how to measure foot size to buy shoes online. It doesn’t matter if it’s summer, winter, or if it’s about hiking boots. In fact, you can think of all these alternatives as “being good forever”.
Improve it and adapt it (you thought I was going to tell you to copy it, didn’t you?). Seriously, don’t hesitate to let yourself be inspired by something that works well.
You can use tools like the fantastic Ahrefs that you have to pay for, and they’re not cheap, but in return they give you interesting information with “like” data from different networks (Facebook, Twitter, Pinterest, and LinkedIn) and you can even see who tweeted.
You can also find Buzzsumo, which you have to pay for too and it’s a similar operation that lets you have some free consultations. If there’s a great post that talks about 10 designers, write one about 20 of them.
Being dynamic is imperative so you need to have your social networks up and ready even when you don’t have your own content. Regularly share content from your followers, interact, propose discussion, have contests, etc.
If your users are accustomed to seeing you only when you have something “to sell” they’ll end up developing a certain blindness to your publications and they won’t be interested.
Incorporate content management into your editorial calendar, let everyone in the business collaborate by contributing topics; create alerts to know what’s going on, monitor hashtags that your audience uses, and be proactive.
If you pay attention to what I’m saying, you’ll see how to increase the engagement on your blog and managing it stops being a headache and becomes an opportunity.
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