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If Content Is King, Engagement Is Queen

Content marketing is an essential component of product promotion. However, if that content isn’t engaging, it won’t work.

Nowadays, a lot of emphasis is placed on creating quality content that can boost the sales and revenue of businesses. However, engagement is what really seals the deal. If a company’s web content isn’t engaging or relevant, it will fail to turn a profit for it.

Here is what you need to know about content relevance, engagement, and content.

If Content Isn’t Relevant, It Creates No Engagement

A steady stream of content is needed to attract customers and make sure that they maintain interest in a business. That is without question. However, your content needs to create engagement through relevance. People aren’t going to click on things they don’t find relevant or interesting. What’s more, when they do click on something and they find it doesn’t interest them, they will bounce. This will eventually accumulate in a high bounce rate and will negatively affect your SEO ranking.

Hence, when one says, “Content is King, Engagement is Queen”, it means you can’t have one without the other. Good content only succeeds if it’s engaging. Otherwise, no matter how well written it is, it won’t drive sales for a business. And at the end of the day, if it doesn’t drive sales, it’s stale content.

Content Marketing Should Be Unique For Engagement

In order to be a successful content marketer, you need to use different marketing strategies. Not only do you need to move with the times, but you also need to experiment. There is a difference between just pandering to the crowd and just joining in the fun. Someone that has their own unique voice is far preferable than someone that just follows trends.

To succeed with a winning content marketing strategy, you need more than great content writing services. You need to think clearly and analyze your options. If you already have a niche that you can market to, you should analyze what they love about you. You also need to keep experimenting with different strategies. However, this isn’t a case of just trying what you think up. It’s about looking at what has worked before and following it up with something in the same vein.

Imagery, Clarity, and Variety Sells

You need to experiment with different types of content to keep your audience interested. It doesn’t just have to do with images, or videos, or different types of blog posts. Sometimes, it has to do with all of them combined and more. That’s why it’s in your best interest to hire content writers to produce weekly, topical blog posts.

You need to not only supply interesting content, but do it in ways that will entice your audience. This can include infographics, videos, whitepapers, surveys, etc. You also need to go for clarity in your content. You shouldn’t just throw things at your readers to see what sticks. Make sure that everything you post is clear, tangible, and understandable. Refrain from using complex language and make sure you’re writing at the level that your readers read.

Engagement Shows You Care About Your Customers

The great thing about engagement is that it shows your customers that you care about them. The best businesses show their customers that they value them. Not only do they reach out to the customers when they have a problem, but interact with them regularly.

With increasing proliferation of businesses on social media, this has become the default. Twitter, Instagram, Facebook, Snapchat, etc., are used to market products and services. Those handles that are made to specifically market films, TV shows or even adopt a specific strategy.

Consider two very recent examples. The first is the Wendy’s Twitter account. It started a tradition a few years ago to roast a few of its fans. Now, that has become an annual occurrence. While this seemingly does the opposite of caring for customers, the social media audience loves it. People now tag Wendy’s Twitter account to roast them.

Another successful example of this engagement can come from the Twitter account of Knives Out. Knives Out was a very successful film which revived interest in the whodunnit. However, people latched on to a lot of different aspects of the film. One of them was Chris Evans’ white sweater. Hence, the Knives Out Twitter account first started posting memes of Chris Evans and his sweater. Then, it changed its name to “Chris Evans’ Sweater” for one day. All of this apparently worked since the film got more and more popular due to the meme.

You never know what will work when it comes to content. Hence, it’s best to keep your ear to the ground regarding what is relevant and what is engaging.

Written By

Dave Brown is a Sr. Editor at Content Development Pros – a leading inbound marketing company that provides comprehensive content solutions, web design and development, SEO, and blog writing services to small and mid-sized businesses. With more than a decade of experience and over 60,000 completed projects to their credit, they enjoy the trust of hundreds of regular customers from all industries and parts of the world.

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