6. What are they doing to engage people further?
Engaging readers isn’t always about providing them with educational content directly related to your service or product or industry. Is your competition consistently providing some type of unique content that seems somehow unrelated to their service offering? Wondering why they would bother with that?
Cleveland Clinic publishes a blog that centers on - you guessed it - healthcare. But among the posts about colds in toddlers and living with diabetes, they also regularly post recipes. And while those recipes probably won’t directly drive people to Cleveland Clinic for doctor visits, they provide value to readers and promote higher engagement.
Several years ago, Lowe’s home improvement stores launched a series of Vine videos called “Fix in Six” that became more popular than the retailer ever expected. And while the pieces were certainly about home improvement, they also showed users how to do things like make a watering can out of a milk jug or line a paint tray with tin foil - all tips that could save you a trip to Lowe’s, not drive you into the store. Lowe’s was just helping - engaging - its audience.
What creative tips do you have to offer that might just be helpful to your audience - and make them think your site is that much more useful?
Of course, this is only the beginning. It’s not enough to simply copy what your competitors are doing - you should take what they’ve done as inspiration, then figure out how your company can add to and improve upon those ideas. That’s what will make you, as a content marketing “artist,” great.