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On this subject, here is an article about social media: A Facebook page with 1 million fans can expect only about 20,000 of them to view a particular post- an observation made by Erik Devaney in one of his Hub Spot posts. If fan views are 2% or lower, engagement, and therefore leads are bound to be even lower. At this rate acquiring customers via social can become an excruciatingly tiresome process. Organically there are limited ways of improving your visibility, but engagement is something you can explore and optimize to the make most of the views you are getting.
But then, does engagement really work?
You bet it does! As discovered by TrustRadius, 80% marketers identify engagement as one of the top three metrics for evaluating social media marketing success. Also, a study conducted by Demand Metric revealed that 70% of marketers believe that interactive content effectively engages buyers. If you are investing in social, you have to invest in creating engaging content.
What are the 7 types of content that drive most engagement?
The common imperative for all engaging content is the ability to catch and hold viewers’ attention. How you do that is up to you, but to make it simpler we have for you the 7 major kinds of content that keep audiences engrossed.
1. Content written for Me by You
Write for your readers.
Write your posts in the most human way possible. Ideally, your words should pull readers into the post, and you can do that only by directly addressing them and the questions they are likely to have through your writing. Preferably write in first person, avoid jazz, and don’t put effort into sounding more complicated and distant.
Write as you.
Don’t be afraid to add a dash of your personality into your content. Be authentic. In fact, it is vital for your audience to be able to discern you from the noise and personality is the way to do it.
A good example of interactive writing is this blog written by social media marketing expert Kerry Butters. The first line you read draws you into a story, and she speaks directly to you in a warm tone.
This is precisely what you want to accomplish with your writing.
1. Directly address your audience and their questions
2. Keep your tone of writing warm
3. Be authentic
2. Content that inspires emotion
Jeremy Ellens says it well with “Effective Marketing Appeals to Emotions Instead of Reason”. If someone gave you $1000 and a month to market a product, you’d be well of spending at least 50% of both on creating the experience you’d want to sell. Experience is best recreated with emotion, and this is a powerful way of connecting with your audience. Apple has done this exceedingly well in this space.
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