4 Reasons Your Content May Not Get The Engagement You’re Hoping For
You hear it all the time: Content is king. So you know you must create content, but of course, not all content is created equal. And sometimes, even the most amazing content seems to get passed over.
There are a few reasons you may be having trouble getting attention with your content. Today, we’ll take a look at some of the most common issues holding your content back, and what you can do to increase engagement.
1. It’s Not High Value
There is a lot of content out there on the web. If you are putting out content that is more of the same-old, it’s not going to net you anything.
The key to producing high-quality content is making sure that it is unique and provides people with real-life, actionable steps and solutions to problems they have in their life.
When brainstorming where to start with content, take a look at the analytics on your website. Understanding which search terms drive users to your site can give you an idea of the most pressing questions facing your prospects and customers.
From there, do a little research on the topic you want to tackle. Try typing related search terms into your search engine of choice and seeing what results come up. If some of the big names in your space have already put out posts on “The [Insert Superlative Here] Guide to SEO,” then that doesn’t mean you shouldn’t write an article that shares your incredible SEO knowledge. It just means you need to find a new twist on this commonly addressed topic.
The other key to producing high value content is ensuring that you have a larger content strategy. Think about creating a plan that has a new theme each month. All of your content—whether blog posts, podcasts, video, or social media—should align with the theme at hand. This keeps you laser-focused on that particular topic, and also allows you to build up a following of people who are interested in that topic and know they can turn to you each week for more in-depth guidance on the issue.
2. There’s Too Much of It
Eating seventeen slices of chocolate cake. Discovering forty two puppies in your living room. It is possible to have too much of a good thing.
Content is great, but if you’re putting out too much of it, it’s likely not high quality (see point 1). And if you do somehow manage to keep the quality high, it’s possible that your followers will get overwhelmed and eventually stop engaging.
Again, this goes back to developing a strategy, complete with content calendar, and sticking to it. When you start reposting every meme or gif that makes you chuckle, people will get sick of seeing your name in their feeds and will unfollow you on social. When you jot down stream of consciousness thoughts on your phone during your train ride to work, then publish them on your blog, people will eventually stop reading these meandering posts.
Put together a monthly plan that brings all of your content together in one place. It’s okay to post a relevant topical news item that crops up unexpectedly once in a while, but for the most part embrace a plan that includes a reasonable, consistent amount of content. What “reasonable” means will be different for each business; for those who have a team of several dozen, they can probably produce more meaningful content every week (say, two blog posts, plus a podcast and webinar), whereas a solopreneur might only be able to manage one blog post a week and one monthly webinar. Do whatever works for you, and whatever you’ll be able to keep up with over time.
3. It’s Not in the Format People Crave
When people hear the word “content” they often think “blog.” In reality, content is so much bigger than that, and the ways in which people want to consume information are much broader than just sitting down to read words on a screen.
Video is huge right now. Survey after survey affirms that video is the medium in which consumers are looking to get their content. It’s easy for them to access, it’s something they can watch or listen to on the go, and it requires little effort from them.
If you’re not producing video content, your content—no matter how great it is—is likely getting passed over by some of the population. If you’re not sure where to start with video, check out this podcast for ideas on the types of video to include on your website, and how to produce good quality results without breaking the bank.
4. You’re Not Promoting it Well
Much like that proverbial tree that falls in the forest with no one around to hear it, a blog post that’s put on the internet and attracts no viewers might as well just be a blank page. Producing great content is only valuable if people actually see it. That’s where the effective promotion of that content comes in.
A strong social media strategy is of course a part of promoting your content. Getting smart about using hashtags, which will get your content seen by the appropriate audience, is critical (Viveka von Rosen shared tips about using hashtags on LinkedIn to get noticed, and those insights are relevant across other social media platforms). Plus, there are plenty of tools that can help you optimize your hashtag approach to reach the audience most relevant to your business. Starting a newsletter to share your content with those on your mailing list is another great way to give your content a wider reach.
Finally, establishing hub pages is a way to centralize related information and squeeze more long-term usefulness out of your content. Once you’ve posted something on your blog, it eventually floats further and further back into your archives and may never been seen again, unless you feature it in a hub page. These pages pull together information on a given topic. We use them on our website and have created “small business guides” to things like website design, SEO, or advertising. By grouping related content, it not only helps prospects find more of the information they’re looking for, it also strengthens your search engine ranking.
You work hard to create content for your business. But you want to make sure you’re working smart, too. Focusing your efforts on creating a reasonable amount of high-quality content across a variety of media is the key to a healthy content strategy that gets you engagement with the prospects and customers you want to reach.