Where does blog engagement come from?
Posted: Sun Dec 22, 2024 6:34 am
Many people believe that engagement rates are only part of the Facebook universe, but that's not quite the case. When we think about the meaning of the word, digitally speaking, it would be the combination of involvement, interaction and relationship with the brand. Based on this observation, it becomes possible to apply the concept to another important digital environment for your business: blogs, for example. On the social network , the calculation is simple: add up the number of likes, comments and shares and divide by the number of fans of the page. However, it is possible to analyze the rate qualitatively. Knowing this, the question arises: where does blog engagement come from? Is it possible to measure it? What is the value of this metric? To help answer these questions, see the 3 sources that deserve your attention:
Blog traffic
It’s a good place to start, but it’s not always a reliable or valid indicator of engagement. Traffic only shows how many people are visiting your blog and doesn’t provide real guidance on how to connect with them.
Some people believe that paid advertising without australia contact data targeting is a way to gain engagement. The problem with this method is that users who access the content are not usually your business’s true audience, who would engage with the posts and spend a lot of time browsing the page, in addition to returning frequently. Of course, it can work, but it’s important to be very careful.
Here, it’s worth cross-referencing traffic data and relating it to visitor behavior, understanding the path they take to reach your content.
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Visitor behavior
It is necessary to analyze the performance of each published text, monitoring weekly (or even daily) the topics that most appeal to visitors and that have the most views, or even the rate of abandonment or exit from the blog. This way, the true interests and needs of the public (or persona) come to light, facilitating the production of the next content .
This information is fundamental to the success of the Inbound Marketing strategy , which can be changed or adapted whenever necessary.
Audience feedback
Feedback is another way to assess blog engagement. If people are taking a few minutes to leave a comment on a post or sending you an email about specific content they’ve read, whether positive or negative, they’re certainly thinking about what you wrote.
At the beginning of an Inbound Marketing project, interactions may be scarce. This is normal. However, in the medium term, they will start to emerge. It’s important to respond to them, build relationships with users and keep the channel open at all times.
There are strategies that involve blocking comments on posts, that is, inhibiting discussion on the topic and focusing only on education through information. In this case, the priority is to get to know your audience when they sign up for the newsletter, through their behavior when browsing the pages and even when filling out the landing page form to download specific material.
Blog traffic
It’s a good place to start, but it’s not always a reliable or valid indicator of engagement. Traffic only shows how many people are visiting your blog and doesn’t provide real guidance on how to connect with them.
Some people believe that paid advertising without australia contact data targeting is a way to gain engagement. The problem with this method is that users who access the content are not usually your business’s true audience, who would engage with the posts and spend a lot of time browsing the page, in addition to returning frequently. Of course, it can work, but it’s important to be very careful.
Here, it’s worth cross-referencing traffic data and relating it to visitor behavior, understanding the path they take to reach your content.
HubSpot Marketing - Free Demo
Visitor behavior
It is necessary to analyze the performance of each published text, monitoring weekly (or even daily) the topics that most appeal to visitors and that have the most views, or even the rate of abandonment or exit from the blog. This way, the true interests and needs of the public (or persona) come to light, facilitating the production of the next content .
This information is fundamental to the success of the Inbound Marketing strategy , which can be changed or adapted whenever necessary.
Audience feedback
Feedback is another way to assess blog engagement. If people are taking a few minutes to leave a comment on a post or sending you an email about specific content they’ve read, whether positive or negative, they’re certainly thinking about what you wrote.
At the beginning of an Inbound Marketing project, interactions may be scarce. This is normal. However, in the medium term, they will start to emerge. It’s important to respond to them, build relationships with users and keep the channel open at all times.
There are strategies that involve blocking comments on posts, that is, inhibiting discussion on the topic and focusing only on education through information. In this case, the priority is to get to know your audience when they sign up for the newsletter, through their behavior when browsing the pages and even when filling out the landing page form to download specific material.