What Is the Concept of Content Engagement?

The third concept you’ll need to understand is “content engagement.” In other words, what makes content engaging for a clearly defined audience?

BuzzSumo, a content marketing platform, built machine learning models and used them to analyze 400,000 articles in order to find out what boosts content engagement on social media.

Here are their key insights:

• Facebook provides the most content engagement. But content that generates very strong engagement on one social networking site isn’t necessarily going to see much engagement elsewhere.
• On Facebook, Likes made up 70 percent of content engagements. But Likes are highly correlated with Shares and Comments. So, if you can create likeable content, you can expect more substantive content engagement to follow.
• If Twitter is your main platform, then find influencers who can help amplify your content. Using these strategies can help you overcome some of the challenges of working with a platform that has a smaller user base.
• Tweaking content can turn a dial, not a switch. BuzzSumo didn’t see any features making more of a 6 percent contribution to the probability of creating high content engagement, which means there’s no magic formula for creating high‐performing content.