What is engaging content? Go beyond traffic generation and create content that drives social shares, clicks, subscriptions, and more with these tactics.

The word “engaging” is one that’s thrown around in the SEO space quite a bit, especially when referring to content.

Every SEO professional understands the need to create engaging, SEO-friendly content, but what this actually means isn’t always clear.

Does “engaging” mean driving clicks to a page?

Inspiring social shares?

Getting followers to comment on your posts?

All of the above.

In this post, I’m going to discuss what “engaging” really means and how you can create content that drives the engagement your content deserves.

“Engaging” content is content that entices people to take some kind of action, however broadly defined.

Engagement could be in the form of social media likes, social shares, clicks, form fills, or any other type of action.

Where things get confusing is when marketers herald the need for “engaging” content without defining what action users are expected to take.

This is a problem because it makes it nearly impossible to determine whether one’s content is successful in driving engagement. And most of us know the saying, “What gets measured, gets managed”.

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/subscribe.

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