How to Create a Blog Post Designed for Engagement
You have a reason for why you’re writing that blog post: engagement.
This can mean many things, but the three most common blog engagement types are:
- Social shares
When you’re designing each blog post, what are you doing to achieve your engagement goals? How are you designing your blog post to generate engagement?
Here are tips on how to achieve each of the top engagement goals.
Goal: Social Shares
Spreading the word about your fresh blog post can be tough. That’s why you want to make it as easy as possible for others to promote it for you.
Four social strategies to leave behind in 2018: caring about the grid, polished video, limited influencer expectations, and ignoring opportunities on Instagram stories and LinkedIn: https://t.co/AZmv8HZwQm by @simplymeasured pic.twitter.com/ynSHAEsU6E
— Kate Meyers Emery (@kmeyersemery) January 2, 2018
Social media is the best way to attract website traffic to your blog post, so you’ll want to offer quick and easy ways to share your article on the various platforms.
With social sharing, your best bet is to add buttons and inline prompts. Thankfully, there are free tools out there to help you with this. ShareThis can add buttons alongside, before, and after your post. Use Click to Tweet to add inline tweets that have the content premade for your readers.
To fully optimize your social sharing buttons, pre-fill the prompts with your own text, including your company’s social media tags. You’ll also want to be selective as to which button options you include. You don’t want to overwhelm the reader with too many options. Choose the options that make the most sense with your topic and industry.
Another way to increase social shares is to make your images shareable. Use a tool like Sumo, but make sure to watermark all images that are your own to maintain ownership.
To make your images truly shareable, you need to go beyond buttons. Find the best images for your content, or create your own. Then, format them to work well with the social networks you’re targeting.
It’s important to note that you should always check for copyrights and give credit when it’s due.
Goal: Blog Comments
Another way to engage your readers is by allowing an easy way to add comments to your posts. These are a few of the best practices:
Use a Plugin
One of the most common plugins for comments is Disqus. It allows people to manage their activity in one place, including how others react to their comments.
Using Facebook to allow comments is also common. People use their Facebook accounts to leave comments on your blog post. This allows their friends to see their activity.
Moderate—but Don’t Overdo It
It’s true you don’t want to see spam appear on your blog. You’ll want to moderate to that extent, but you don’t want to be too strict.
Let readers leave comments without excess rules. Allow negative reviews of your content even though it’s harsh on your hard work. You don’t want to hide these comments because it can hurt your reputation. Most times, these comments can help you improve your posts in the future if you’re willing to learn from them.
Whether the comment is positive or negative, respond to your post’s comments. When you actively monitor and respond, more people will comment knowing you’re paying attention.
With positive comments, respond with gratitude. Don’t be generic here. Answer their questions, and show interest in them as an individual. Read what they said, and respond in a personalized manner, even if you’re just using their name.
Negative comments can be hard to respond to, but it’s an opportunity you don’t want to pass up. Thank the person for their review and answer their concerns. If they found a flaw in your work, fix it and let them know.
Comments are a key engagement tactic, so make sure you’re adding an invitation to comment within your post. Use a tool that’ll make commenting easy, and choose a technique that looks inviting. The generic comment system within a website theme won’t do the trick.
The most important engagement goal is conversions. The best way to get these conversions is by adding calls-to-action to your posts.
One of the best ways to get people to convert is to offer content upgrades in your post. These are downloadable resources that relate to your post topic. Consider them takeaways your readers can use to apply what they learned from your post. Although this requires additional work on your end, it increases your conversion rate.
Whenever you add a call-to-action (CTA) to your blog post, it needs to be relevant to your content topic to be most effective. There are various CTA types you can choose from, but make sure you know your audience. What do they prefer to see? What are they most likely to click on?
Another way to increase conversions is to personalize your CTAs for each reader. Track their activity and stage in your buyer’s cycle, using HubSpot or another program. Then, make your CTA appear differently for each visitor.
When people see CTAs that relate best to their needs and interests, they’ll be more likely to click on them. These “dynamic” CTAs are key to improving your content, conversions, and overall reputation.
Now that you know how to design your blog post for engagement, it’s time to get to work. Choose a goal you want to focus on—just one primary goal each time. When you know which goal you want to achieve, you’ll have more success creating a post that appeals to it. Download the Conversion Tracking 101 guide below to get started.
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I’m a writer specializing in business content creation. I have my own blog presence on the side, which covers most marketing subjects. My family often says I wrote before I spoke, which is true. My life has always involved writing in one format or another. When I’m not writing, I’m educating myself on marketing best practices or cheering on the Philadelphia Flyers hockey team.