LPP PR Recipe Series: Maximizing Blog Content to Drive Reader Engagement
This holiday season, Lois Paul and Partners is bringing you a series of recipes to share the best ingredients and practices required to achieve great PR results. Subscribe to our blog to follow the series and connect with us on Twitter, Facebook, LinkedIn and Google+ for more social content and inspiration year-round.
In a social media-saturated world, readers are regularly inundated with content across all types of channels. So what grabs the attention of a casual Twitter-feed browser or blog subscriber to not only click on a link, but share with their own social communities? Better yet, what makes content comment-worthy, further increasing engagement? The quest for the perfect recipe for blog engagement is a daily mission for PR pros – below is a taste of what our team finds most effective in maximizing content for our clients and our own blog.
- Unique points of view
- Thought leaders
- Real-world examples
- Key value takeaway
- Visual appeal
- Call to action
- Social media strategy
First, determine the real goal of the blog post and work backwards. What is the key message we are communicating with this blog post? Who is our target audience? What value will this content bring to our audience? What is our call to action for readers?
Once you’ve determined the goal of the post, it’s time to get cranking on content creation. Be sure to weave in unique points-of-view (POVs) gleaned from conversations with thought leaders, clients or colleagues. Caution – avoid mixing in anything from the jargon jar – it does not blend well with the average reader! Instead, choose a provocative, fresh stance on the topic to differentiate the content and spark interest in the post.
Get readers to come back for seconds and rave about the content by ensuring that the post is seasoned just right. Incorporate real-world examples to support key points, and give readers a call to action to encourage engagement. Whether it be posing a simple question, embedding a related poll or encouraging readers to join the conversation, the key to achieving blog engagement is delivering both content and interaction to appease the appetite of a reader.
Now that you have perfected your draft, it’s time to dress it up. Add relevant links to maximize SEO, insert creative images to add visual appeal, and incorporate digital media to engage the interactive reader. Make sure you’ve embedded social media buttons and pre-populated Tweet This content for quick, easy shares and engagement.
Keep an eye on that timer! Pushing out blog content in a timely manner is key to driving engagement. Is your post in response to breaking news? Better hurry it out of the oven to serve immediately to capture the attention of readers seeking real-time commentary. If your post isn’t time sensitive, no need to serve prematurely. Let it bake long enough to be served in a reasonable time frame of traffic based on engagement trends and your own analytics.
Share, share, share! The final step to perfecting blog engagement is proactively getting the content in front of readers. Take the blog to the next level by sharing through social channels. Ideally, this share step pulls a value nugget from the post that grabs a reader’s attention and hooks them to read more. Questions, revealing stats and images are key here, particularly given Twitter’s new feed layout.
Remember, it’s all about the reader. Would the content capture your attention as a consumer with a shareable takeaway, or would you be turned off by bland buzz? Don’t lose sight of the initial goal of your post. Reader-focused content packaged with interactive value will both maximize blog presence and encourage readers to join the conversation.
How do you drive blog engagement and encourage reader interaction?