• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer

Amanda Webb Spiderworking - Google Analytics Setup and Training | Digital Marketing Measurement Support

Your Friendly Google Analytics Geek | Taming GA4 One Report at a Time

  • Tel:+353 1 442 9410
  • Home
  • About
  • Work With Me
    • Google Analytics Done-for-you
    • Training & Mentoring
  • Speaking
  • Blog
  • Get In Touch
You are here: Home / Strategy / Content Is No Longer King – All Hail Engagement

Content Is No Longer King – All Hail Engagement

October 31, 2019 by Amanda Webb

Share
Tweet
Share
Pin
Email
WhatsApp

content is no longer king - engagement strategy

Content was king. I dethroned him. I snuck up behind him when he wasn’t looking and installed Engagement in his place.

As marketers, we’d fallen under the spell of the Content King. He’d told us to worship him and no one else. He’d tried to hide engagement from us with his immense size.

We kept making more blog posts, longer blog posts, more videos, more images, more social media posts, we fed the King. We flirted with Engagement occasionally but the Content King became so big he kept getting in the way.

Today we put that right. Today we crown Engagement the new online Monarch. Will you join me for the coronation?

Read more about building an online strategy:

  • How To Create Time-Saving Reusable Template Emails That Wow Your Customers Read more…
  • Are You Neglecting Your Thank You Page? (Plus Examples) Read more…
  • How To Write Great Social Media Bios Using The WWHPP Formula. Read more…
  • How To Use The Hello Hook Formula To Convert Your Website Visitors (With examples) Read more…

Why should we crown Engagement?

Before you take on the King, is it worth it? What’s the point of an engagement strategy?

When social media was fresh and new engagement ruled. We understood that this was a place to build relationships.

But as we put our marketing hats on content pushed engagement aside. It was a mistake. Yes we need content but in many ways relationship building is more important.

Engagement helps us:

  • Find our customers and understand their needs
  • Find people who will refer our business to others
  • Build trust with our audience so they feel secure enough to buy from us

Without engagement we must work harder and spend more money to attain these results. 

Build strong relationships and you build trust. When your audience trust you they’ll buy from you, recommend you and talk about you favourably. Click To Tweet

Here’s what you need to do:

1. Find your audience

Engagement thrives when you find the right people. How do you find them?

Start by defining your ideal customer or customers. Here’s a quick guide to creating a customer persona. 

Now you know who you are looking for start looking. 

On Twitter:

Look for people who are having conversations about the topics your audience is interested in.

Use FollowerWonk

FollowerWonk is a tool that searches Twitter bios for keywords. You can filter the results by followers or influence.

filter search results by follower count or influence

Once you find people look at who they are having conversations with and who they follow.

Use Twitter Search

Search keywords and phrases that you know your customers will talk about on Twitter. Who is talking about these topics? Who are they talking to? Who do they follow?

use twitter search to find your audience

These people could be your ideal audience. Find the ones that fit best so you can follow and chat to them.

On Instagram:

Search for locations where your customers might hang out. Who is posting content there? Who are they talking to in the comments?

search locations to find people to follow

Search for the hashtags your customers are likely to use and follow them so you can respond in the feed.

search hashtags to find people to have conversations with

On Facebook

Join the groups that your customers will be members of.

find the groups your customers will be members of

On LinkedIn

Search for people and content related to topics and hashtags that will interest your customer.

search linkedin for people and groups

2. Find conversations

The Engagement Monarch loves conversation. The more we have the closer she comes to taking the throne.

You’ve found your people, now all you need to do is to talk. Sroll through your feeds and find the conversations.

What are they talking about? How can you become a part of those conversations?

Ideally, you’ll be chatting about topics that will have relevance to the problems you solve for your audience. But even the simplest conversations can build relationships. A chat about the weather is often the beginning of a valuable relationship.

3. Start conversations

We can’t eliminate the King completely. You need him to spark your own conversations.

By using Polls on Facebook, Instagram and Twitter you can get our audience talking. By posting questions relevant to your audience you can start conversations that help you build relationships.

What should you ask?

If you want people to respond to you, make the questions easy to answer.

Start a list of topics people are already talking about online. What conversations are they having in groups on Facebook? What are they saying on Reddit and Quora?

Now you have a list craft your questions.

I find a winning formula for getting responses is:

[Ask the question] + [Suggest answers] + [Suggest your own answer] + [Ask the question again]

Here’s an example from my LinkedIn account:

example of formula in action on LinkedIn

4. Always respond

If your audience is talking to you celebrate them. It’s easy to click a like button or reply with an emoji but if you craft a good response, you’ll make your audience feel valued and they’ll be happy to talk about you more.

I talked to Sarah Clay about this in my recent podcast episode about Monzo. Listen to that here.

So what becomes of the Content King now Engagement has taken over? He’s still important, we still need him but he needs to go on a diet so we can start working with Engagement. So we can build those valuable relationships that will lead to better business results.

Get a headstart on Google Analytics 4 & understand the lingo with the GA4 phrase book

Related Posts:

  • Hearts flutter away in the background, Amanda, mouth open is poised to day something. The words 'Liked Don't Mean Clicks' bump into her.
    Do Likes = Link Clicks? - Digital Marketing News 8th…
  • Amanda is squinting, the words 'Grow Your Email list On X' float beside ehr as does a blue bird in flight
    Build Your Email List On X - Digital Marketing News…
  • Amanda is in the middles of saying 'Hide your instagram engagement'. Behind her words a cat is lurking and hearts are filling the air
    Hide Your Instagram Engagement - Digital Coffee 15th…
  • Amanda has her fingers out, measuring something... She is framed against the Meta logo and the words 'Ad free meta' float to her side
    Ad Free Facebook - Digital Marketing News 3rd November 2023
Content Is No Longer King - All Hail Engagement
Share
Tweet
Share
Pin
Email
WhatsApp

Filed Under: Strategy

Primary Sidebar

Work With Me

From Google Analytics Training to the ROI Escalator Programme. Find out how I will help you get more ROI for your business

Amanda, smiling with red hair draped over her shoulders. You can trust her (but I would say that wouldn't I)

Get ROI Help Straight To Your Inbox

Get daily tips and inspiration on how improve your digital marketing ROI using analytics

Privacy Policy

Let's Connect

let's connect on LinkedIn Subscribe on YouTube Follow on Facebook

Footer

Google Analytics Certified
Very Blog Awards Winner
Social Media Examiner Winner
Social Agency Scout
  • Done For Your Google Analytics 4 Packages
  • Training & Mentoring
  • Speaking
  • That Analytics Podcast – Learn to love your stats
  • FREE Webinar: Finding the Gold in Your Google Analytics
  • Get In Touch

© Copyright 2017-2024 Spiderworking.com - Social Media For Small Business · All Rights Reserved · Privacy Policy · Cookie Policy · Maintained by FlyingFish.ie