Is a blog post only as good as the number of comments it receives? If you post something on social media and no one likes or comments on it, did the post happen?
Creating engaging content is one of the top challenges for marketers, according to the 2016 B2B Content Marketing Benchmark report from the Content Marketing Institute. Sixty percent of B2B marketers stated that producing engaging content was their number one issue. (#2 and #3 were producing effective content and producing content regularly.)
If your blog’s comments are low or people seem to click away quickly, it may be time to give one or all of the following a try:
Be Topical (With Care)
“Newsjacking” is the process of using topical, timely content to get your brand’s message out to the world. There are good instances of newsjacking and some not-so-good ones. A good instance might be to take a trending story and create an educational and informative blog post from it. Similarly, you can write a piece that references a popular TV show or that connects to something that’s happening in the news, as long as it’s relevant to your business and positive.
On the other hand, using a recent tragedy or crisis to try to promote your brand is in bad form, even if your product might be relevant to readers’ lives at the moment.
Write a Listicle
Listicles, or articles that are simply a list of things, tend to get a bad rap. But research shows that people actually do love listicles, and are more likely to share and comment on them than other content forms (one study by Lumanu showed that listicles received 10 percent more social engagement per article.)
Why are they popular? It turns out that the human brain is wired to respond positively to lists. When a reader sees a list on your blog or social platform, he or she knows a few things right away – like what will be in the article, about how long it will be (if it’s a numbered list), and whether the article will be interesting to him or her. Ranked lists are particularly engaging for people, since they sort the information in a clear way.
Give Something Away
People are more likely to share their thoughts and opinions with you if you promise them something in return. You have a few options when it comes to running a giveaway. You can offer a small freebie to everyone who comments on a blog post or who shares a post (such as a free e-book).
Another option is to have a contest for a bigger prize, such as a month’s worth of your product or services for free. Enter the names and emails of everyone who shares or comments on your post by a certain date into a drawing, then pick a winner at random.
If you mainly create social content or want people to engage with a special hashtag, create a social media giveaway. Encourage people to post on Instagram, Twitter or Pinterest (choose the network that is most relevant to your business), using the hashtag and mentioning your company. Give the person who creates the most likes or shares a prize. Your brand can end up with a lot of engaging content, courtesy of current or potential customers.
The bottom line: Engaging content connects to people in some way, whether it’s giving them a reward, promising them useful information or helping them learn from a recent news story or pop culture phenomenon. If you’re not seeing results from your content, experimenting with a different form might be all you need to do.