Audience Engagement

Aug 17, 2015 by Content Marketing Sydney / in Blog
Businesses Need to Engage with thier online Audience

You might be the best industry expert in your field, or have the best products and services, but if you can’t engage your audience then there is little point to your company’s content marketing.

The central theme of content marketing is focusing on the user’s wants and needs. You captivate audiences by putting their needs first.

What is the purpose of your content?

Firstly, what purpose does your content serve to the audience? To inform, entertain, educate, advise or argue? Without a clear understanding of what you want your content to do, you can’t expect to have your audience’s needs first. You need to think from the perspective of the audience; what might be really interesting to you might be completely irrelevant to them. You might be fascinated by the machinations and processes behind a product or service, but would your audience find it interesting?

A variety of content showcases your versatility as a business. Blog posts might be the easiest way to go, but people don’t want to read a wall of text all the time. In fact, 90% of information submitted to the brain is visual, and posts with visuals have 94% more user engagement. You can create infographics like this:

If you have an overload of word-heavy posts, consider turning some of them into e-books, where readers download the PDF. This is a great way to see how many people are actually interacting with your site, and allows you to collate email addresses so you can send them more content later on.

Users also like seeing how a product or service works. You can film tutorials or demonstrations. Videos work immensely well, as they appeal to both their auditory and visual senses.

Content marketing on social media is a completely different beast to tackle. Each platform has their own set of rules when it comes to audience engagement:

Twitter: Short, sharp and sweet. Images and links are best, and don’t forget to hashtag everything. Also very relaxed communication.
Facebook: Arguably the same as Twitter, however without the character count, you can get away with longer posts, provided they are interesting enough.
LinkedIn: Informative, professional and longform, however easily digestible content - e.g. Lists like “Top Ten Tips” work well.

Don’t forget to link content from your website to your social media platforms. It attracts more traffic flow to your site. Unlike a website, social media allows your followers and users to get in contact with you directly. ALWAYS ALWAYS ALWAYS respond as soon as you can. It bridges the gap between you as the business, and them as the client, and could potentially get you more leads. People are much more relaxed on social media, so you should be the same - friendly, yet professional. Don’t be afraid to make polite jokes, or use common slang (provided you know how to use them!). It adds a personality to the otherwise faceless brand. In our previous blog post we talked more about Why is Social Media Important.

One thing to remember is that first impressions are incredibly important for any brand. Since there are so many brands out there, potential clients may go through dozens of webpages before settling on a few. What determines their ‘stay’ is presentation. Have a look at your site content, and what it says about you; the devil is in the detail.

Red flags include:

  • Poor presentation: Is your spacing correct? Are images aligned correctly? Are your videos loading? While these are minor things, they can add up, which will send off a negative impression of your site.
  • Poor grammar: Not only is poor grammar unprofessional, but it gives off the impression that you lack focus and attention to detail.
  • Inappropriate vocabulary: Get your vocabulary on point. Otherwise the audience will see you as that guy at parties who thinks he’s smarter than everyone else because he uses big words. At the same time, you don’t want to sound like you’re speaking to five year olds.

Audience engagement is one of the most central things to address with your content marketing team.

Follow us on Facebook, Twitter, LinkedIn or Google+ for more blogs on content marketing, content strategy and social media.

For help on how to captivate your audiences with your content email us at [email protected] or give us a call on 02 9657 4861

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