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  • keyboard_arrow_right How To Transform Your Boring Content Into “Engaging Content”?

Content Marketing

How To Transform Your Boring Content Into “Engaging Content”?

Hrithika Kommu August 20, 2020


 Content is useful information and experiences that are directed toward an end-user or audience, that conveys a story presented in a contextually relevant matter to solicit an emotion or engagement. It is a compilation of information, ideas, and messages that are translated into some kind of written, visual, or audible format for others to consume. Clearly, content is a necessary part of a business and consumer communications. 

The majority of businesses publish content daily in a variety of forms, including videos, blog posts, and data. Customers would rather learn about a company through an article over any kind of advertisement. And a lot of customers are out there actively looking for that content. Content marketing has grown to be such a profitable investment for companies of all sizes that 73% of brands now hire someone to help manage their content strategy. Content marketing typically costs about 62% less than traditional and outbound marketing tactics. 

Engaging content marketing can help in increasing brand awareness. One of the main purposes of content marketing is to engage your audience. By providing interesting content that adds value for the visitor, you can encourage your leads to reach out and learn more about your brand. Great content helps you build stronger relationships with your customers. Develop content that helps your customers better understand how to use your products or what complementary services might help solve their biggest challenges. Engaging content marketing can also help you take your SEO to the next level.  

What Is customer Engagement? 

“Engagement” is one of those magic words that marketers repeat over. It’s what we get in return for the work we invest in our campaigns or social networks. Customer engagement focuses on regular interactions, communications or any other means of creating a relationship between an organisation and its customers. Engagement could be in the form of social media likes, social shares, clicks, form fills, or any other type of action. If marketers want to be successful in creating engaging content, they need to first determine what action(s) they want users to take. With this in mind, they can then craft content that drives users to like, comment, click, share, or subscribe.

You already know that there’s a lot of content out there. The amount of content is expected to double every two years until 2020, making it even more challenging for brands and marketers to stand out. That’s why engagement matters. If you’re not grabbing your audience’s attention, keeping it, and getting them to react in some way, you’re pretty much just filling up the web with more stuff. 

“Content that doesn’t engage, doesn’t have worth or value. It might as well not exist.”

Important Engagement KPIs

In the marketing world, key performance indicators (KPIs) are used to measure the success of a campaign. Before you decide on the specific user engagement metrics you want to track, you have to determine which ones make the most sense for your business.

Here are just a few of the many content marketing KPIs that can be used to measure the engagement and analyze tangible results:

Social media post likes, comments and shares

Every social media platform offers engagement touchpoints. “Likes” and “Comments” on Facebook, Instagram, LinkedIn, and other social platforms tend to indicate that users like your content and therefore can be used as a measure of engagement. When individuals share your posts on any social media platform, that is another method of engagement.  Most of the social media platforms make it easy for you to monitor likes, comments and shares via dashboard and analysis tools.


Pageviews are a measure of how many users visit a particular page on your website. Pageviews, sessions, and users are the most common website engagement metrics. Measuring page views can help you to understand how often people visit your website.

Unique visitors

A unique visitor refers to a person that visits a website at least once during a particular reporting period. Unique visitors shows how many people your website reaches.

Engaging with content (blogs, podcasts, downloads, videos)

You can easily track returning visitors and duration of visits to your blogs, the number of downloads of your podcasts and the views of your videos. 

Time on page

It’s important to know how much time users actually spend on your page consuming your content.  The assumption is that a user will spend more time on your website if they are interested in your content.

Bounce rate

Bounce rate is the percentage of visitors to your website who exit after viewing only one page. The bounce rate shows how good your content is. A low bounce rate is a good sign, as it means users are venturing to other pages on your website.

Pages per session

Another smart way to measure the interest in your content is pages per session metrics that refers to the number of unique page visits per session. The higher the pages per session rate, the better. That’s because a high count shows that visitors explored your site and visited more than one page, genuinely engaging with your content.

Page/Scroll Depth

 If a user scrolls down on a webpage, this could be an indication that they are interested in your content. This KPI indicates two different things: the readability of your content and the general interest people have for it.

Conversion Rates

The conversion rate is the percentage of website visitors that complete desired actions, such as purchasing any of your products or services, downloading your app, ebook, etc.

New vs Returning Visitors

You want to get new visitors but you also want users to come back to your site. Great content will encourage visitors to come back time and time again.

Cart Abandonment Rate

Cart Abandonment Rate is the percentage of carts abandoned to the number of initiated or completed transactions. Cart abandonment is a measure of how many people add something to their cart but leave your site without making a purchase.

How to build a fantastic content that engages?

 Be original

The content that you present should be original and don’t write it the same way everyone else has. Add your unique voice and spin to the subject.

Present accurate information

 You need to be careful of the information you publish. Anyone can put anything on the Internet today. It’s important that you recognize the quality and accuracy of the websites you’re sourcing.

Build actionable content 

They should be able to complete this action with one click from within the post. If your readers can buy something with just a click or two, they will be more likely to complete the action.

Brainstorm ideas 

Start by writing down as many ideas of terms or topics your audience is interested in. It’s good to involve people who work directly with your users at this point, like customer service or sales representative.

Do keyword research

Use a keyword research tool to gather relevant information to plug those terms into a tool like Google’s Keyword Planner, Moz, or any other to see what comes up.

Stay creative

 The content you create should be data-driven and written efficiently, with a methodical approach to structure. From an analytics perspective, trying new styles of content will provide you with more data and a stronger understanding of what your audience responds to.

 Create marketing personas

Marketing personas will give you ideas on what content to create and share on social media. Once you have done creating your marketing personas, you’ll have a better sense of your core audience’s goals and challenges, and the content that they want to read.


The deeper penetration and use of the content for businesses have resulted in more evolved content. Now, engaging content is what would drive the result and differentiate your brand from others. Educating your audience and building valuable content is one of the most important parameters that results in conversion and which further drives customer retention.

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