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5 action steps for when your new post gets no engagement

5 action steps for when your new post gets no engagement

Oct 13, 2017 / by CWM

5 action steps for when your new post gets no engagement

If you invest in your content marketing over time, you will notice that you slowly build engagement with each post. However, there are times when you publish a new article and all you can hear is the crickets.

It really sucks when an article you’ve spent time and effort producing doesn’t get the engagement it deserves. But there are steps you can take to rectify this common situation.

1 – Include social sharing buttons

Have you considered that your article didn’t get shared not because of the quality, but because you didn’t make it easy enough for people to share it? It’s essential to have bright, visible social sharing buttons on your blog post so that people can click them and immediately share the piece to their friends on Twitter, Facebook and LinkedIn. Including the buttons directly beneath the post works well, but you may want to test placing them in other locations too.

2 – Post at the right times

Have you ever posted an article at an unsociable time, such as the middle of the night? In all likelihood, you probably received much worse engagement than usual. In order to maximize engagement, it’s wise to learn which are the best times for your particular audience.

For instance, a study by Kissmetrics showed that posting on Twitter at 5pm in the middle of the week and on weekends would result in the most engagement. However, you need to work out which time is best for your specific audience. TweetWhen can help you to figure this out.

3 – Add images

In a study by BuzzSumo, it was found that posts with an image once every 75-100 words received 2X the social media shares as posts with fewer images. Fortunately, there are free image directories such as Morguefile and Pixabay which contain an abundance of royalty free images that you can use to make your blog posts more compelling.

As an alternative choice, consider using Canva. This free tool is perfect for creating unique branded images which work wonders both within articles and for social media thumbnails. You don’t need any design skills to use it and it’s easy to create professional quality images.

4 – Contact influencers

Hopefully, you’ve built up some connections in your industry. When a post fails to get adequate engagement, you might want to cash in some favours and request that your friends and associates give your article a share on social media to give it an extra boost. One retweet from a big influencer can be worth its weight in gold, so keep this in mind when promoting your post.

5 – Repurpose it

Finally, if you just aren’t having any luck with generating attention for your new article, consider repurposing it. Often, visual content gets more engagement than traditional blog posts. Try condensing the key points and converting your blog post into a vibrant infographic or Slideshare presentation. When promoting an infographic, there are plenty of infographic directories you can submit it to which will put your brand in front of an entirely new audience.

Kevan Lee, author at Buffer, states:

If you have a lot of data in your story, infographics are a super way to relate data or merely to break up an article into just the major talking points.

Conclusion

Although it would be wonderful if every post went viral, that’s sadly not the case for most content creators out there. While it’s great to breathe some fresh air into an underperforming post, the key to content marketing is consistency rather than perfection. Some posts will fail but if you keep delivering value to your audience over the long-term, you’ll be successful.

Tags: content marketing / engagement / social sharing

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