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Content Marketing: 5 Easy Ways to Increase Engagement

Content Marketing: 5 Easy Ways to Increase Engagement

The organic traffic from content marketing presents a greater pool of customers and conversions for your business, but it’s difficult to tap into this goldmine if you aren’t captivating the attention of your visitors. User engagement is directly tied to the success of any website and it is in your best interests to maximize it as much as possible.

These five easy methods of increasing user engagement are invaluable for content marketers and you’d be wise to be aware of them.

Formatting and Style

Engagement and user experience are intimately related. If your content isn’t sleek, attractive, and easy to read it will fail to maintain the attention of its intended audience.

Even the sizing of paragraphs on a page can make or break the user experience. While a paragraph is typically considered to unify one central idea, starting and finishing thematically when that idea has been fully discussed, this isn’t the ideal way to handle your page formatting for the web audience.

Internet users are notorious for having short attention spans. With phones and other portable devices being the preferred medium for accessing your website, it is important that you present information in a way that is easy to digest. This means shorter, snappier paragraphs instead of adherence to a more traditional style.

As with any form of writing, your content needs to be of generally high quality too. The occasional spelling or grammar issue won’t negatively affect your results, but showing too little regard to the principles of good English will reduce your visitors’ willingness to read your content. Worse than that though, search engines like Google will penalize your site for significant and frequent grammar problems if your competitors have better writing than you.

Another issue to be cognizant of is the tone of your content. While it’s fine to write content in any particular way as long as it is interesting and reads smoothly, internet users prefer a casual and conversational tone. The second-person point of view works incredibly well for this purpose, as it helps allow your visitors to feel like they’re hearing from you directly instead of a faceless corporate entity.

It’s the same reason a more personal touch is taken in face-to-face customer service, and it’s just as important and effective in an online environment.

Match Content to Visitor Intent

Far and away, the most common cause of high bounce rates and low engagement in a content marketing strategy is having content that doesn’t mesh well with your visitors’ intent. This ultimately comes down to how search engines work, and the type of traffic they deliver to your site.

When visitors reach your site through a search engine, they use specific terms to achieve this. If your content and the keyword’s context don’t match, they will leave quickly because they can’t get the answer they want from your page.

Unfortunately, you can’t completely avoid this problem as even the most targeted search engine optimization (SEO) strategy can result in additional rankings for several related but unintended keywords. This is like bonus traffic, but it isn’t worth much from a marketing perspective because most of these visitors will bounce immediately, and few if any are interested in purchasing anything.

The best way to reduce the problem is to ensure that your SEO and content writing or procurement efforts are on the same page. You should also consider the whole process as being adaptable. If most of the traffic reaching your page is doing so through specific keywords, try to make that page an even better match to those search terms while including at least some information and relevance on the related terms that don’t yet fit.

Graphics and Charts

Pictures are an exceptional way to share information in comparison to text. Taken together, however, they can serve many purposes, including directly reinforcing your content’s message. It’s the effect that pictures have on the way that your content looks and flows that makes them really powerful though.

Images break up walls of text and make the whole page look more visually appealing. This helps to keep your visitors interested and engaged with your content. Charts, tables, and infographics can even boost engagement beyond the visual factor by acting as salient points that catch visitors’ eyes and outline information in a format that is very easy to take in.

Contextually useful images also attract social media shares and backlinks from other websites because they turn a good article into a robust resource. To boost engagement in your own content, you should always be thinking about how you choose to share information and whether an idea can be better expressed with an image. If this is the case, make a quality, original image that adds value to your content and you can reap the benefits of this strategy.


Like pictures, video is a very effective means of sharing information. Many people who don’t have the time or attention to read a lengthy article are happy to be able to listen to a video in the background while going about their business.

This is why video is a great way to boost engagement in your content. Not only does it help to catch the attention of skim-readers and other inattentive visitors, but it also helps to increase the overall time that most visitors spend on your pages.

Search engines like Google are keenly aware of how long their users spend on the sites they recommend. Google uses cookies and other methods to determine when its users bounce back to the search page, and if visitors to your site leave more readily than they do from similar sites in your niche, you may see your search engine rankings suffer as a result.

Video helps to reduce this risk by keeping visitors on your site for longer even if they do inevitably bounce back to search.

Interlink Content

Last, but also deeply important, is how you choose to weave your site architecture. If your content marketing is following an effective plan, you should have plenty of content that is related on some level. This content represents related resources that a visitor may find useful but will potentially never see if you’re not making it obvious for them.

While site functions like a search box or related article plugins are helpful for this, the best method is to manually curate the architecture yourself for each article. Whenever you talk about something related to another piece of content you’ve created in the past, link to it. This is the most contextually relevant way to funnel visitors from one page to a related page, and it also helps to improve the understanding of your site to search engine crawlers too.

Crawlers do a good job of finding every page on your website and determining how they all relate to each other, but, like humans, they can benefit from a little help. A visitor to your site may choose to search for more information or a related page, but it is more likely they will continue on your site if you hand them a link directly and encourage them to do so, explaining how the related resource may benefit them.

This is useful for many reasons, including reducing bounce rates back to search engines and making your site look more valuable. Most importantly, however, a visitor who continues to spend time on your site is gradually building a relationship with your business. The longer you can keep them on your site, the easier it will become to convert them–now or in the future.

Conversions are the end goal of content marketing, but the benefits of this kind of marketing strategy are myriad, from increasing your brand’s authority within its niche to developing deeper relationships with your customers. When you work hard to increase content engagement, you amplify the potential of these benefits and help to make them a reality for your business.

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