Content engagement is a key indicator of the quality of your content marketing strategy. Keeping track of it is a challenge in and of itself, but what about boosting it?
It may not always be obvious what drives social media users to engage with content, how to track it, or why to bother with content engagement at all. However, as we’ll discuss, content engagement is one of the keys to keeping track of your sales and marketing performance.
Today’s guide explores the challenges of B2B content engagement, what you should be looking to accomplish by boosting content engagement, and some proven methods you can use today to boost your engagement metrics.
The Challenge of Quality B2B Content Engagement
Identifying your target audience and where to find them is a challenge, but creating great content is the most difficult part of marketing.
Knowing great content when you see it can be tricky since it’s not always obvious. Therefore, choosing the right metrics to help you identify successful content is crucial. It helps everyone involved in the marketing cycle agree on what great content really is.
Once you know what you’re looking for in terms of quality B2B content, you can decide what kind of engagement you need more of and how to generate it.
How to Measure Content Engagement
If you’re still not sure what to look for when deciding on what quality your B2B content engagement really is, start with these few key metrics:
1. Conversion Rate
An increase in conversions is a sure sign that something is working well. Naturally, your sales team will want all the credit for this, but considering how your marketing operation contributed to that increase will yield fruitful information.
To this end, we recommend tracking conversions and getting as much information about what drew them to your product as you can. Knowing what you did right will help you do it again.
Customers who are redirected to your website are often ripe for conversions. You should keep track of how many users are visiting your website, where they are coming from, and how long they stay. These will provide critical insights into where to improve your next engagement strategy and how.
3. Bounce Rate
Bounce rate refers to the number of visitors who go to your website and leave after only looking at a single page. Users to stick around for longer are probably shopping, leading to more conversions.
If your webpage is experiencing a high bounce rate, this means customers who come across it aren’t interested in staying. This may signal that you need to shift your content engagement strategy.
4. Use Hushly
Hushly can keep track of conversion rates, engagement, and web traffic automatically, allowing you to know which of your content is performing best.
By letting Hushly take over and manage your B2B content engagement strategy, you’ll know you’ll always have the best data-driven approach for your business.
6 Proven Ways to Boost B2B Content Engagement
Here are six examples you can use to start boosting your social media content engagement.
1. Use Automated Content Generation and Tracking Tools
Automation and AI are capable of some truly incredible feats regarding generating and managing your content. Here are a few ways to imagine using automation to make your life as a content marketer easier.
- Generating Content: Many SaaS companies offer software that can generate language. These models can be used for content ideas, outlines, or even write entire articles for you (with mixed results). In the future, automated content may be the most common kind of marketing. For now, we recommend relying on it for ideas and outlines, but with the finishing touch of a real person.
- Monitoring Metrics: Things like pageviews, clicks, bounce rate, and conversions must be accurately tracked and reported regularly. Knowing how well your strategy performs is vital to molding it into its ideal version.
2. Cultivate an Organic Following
Social media users want a human touch when interacting with or thinking about your company. This is why 93% of marketers know that people trust content created by other users more than content created by brands.
For this reason alone, it’s vital that you target the right audience. Your following must seem authentic, or it will lose the desired effect. The best way to achieve this is to be authentic by encouraging and sharing user-generated content.
3. Target the Right Platforms
To share content properly, you need to be on the right platforms. Just like the content you create should be targeted toward the audience you want to attract, the social media platform you post on will affect the customers you’ll be reaching.
Identify the platform(s) with the most users that are likely to become customers of yours: these are your top priorities. Other platforms may be used, but knowing the best platforms to advertise your services on will help you craft and prioritize future content.
4. Questions and Polls
Engagement is a two-way street.
Many customers are willing to engage with you as long as you create something they can grab onto. Questions, polls, and other interactivities on your social media accounts are a great way to boost engagement cheaply and get customers thinking about your product throughout their days.
5. Add Visual Interest Whenever Possible
This might be specific to your advertising platform, but people generally love visuals. An excellent graphic design or video can grab a customer’s attention and hold onto it longer than other forms of content, such as long-form blogs.
Since images are so easy to consume, they complement other forms of content like blog posts. Always consider whether the visual aspect is being taken care of when crafting any content strategy.
6. Create Video Content
Videos may be more challenging to create, but their high ROI makes them a no-brainer for any strong and wide-ranging content marketing strategy. 93% of participants in this study agreed that video marketing is better at converting than other types of content.
Videos are an excellent way to accomplish many critical marketing tasks all at once: great visuals, storytelling, and a call to action. Just like with other forms of content, you can and should optimize videos for SEO results.
Flexibility is a Strength
You could create the perfect content strategy today, but that doesn’t mean it will still be perfect six months from now.
Part of your content marketing strategy should be reviewing and regularly making changes to it. This ensures that your strategy will never fall behind the shifting demands of consumers or market pressures.
Ready to learn how Hushly can take on the job of boosting your B2B content engagement? Contact our team today!