What’s Trending: Turn Attention into Engagement

August 12, 2019

What’s Trending: Turn Attention into Engagement

It’s easy to slip into thinking that marketing is about attracting attention. We’re building awareness. We’re generating demand. We should be getting in front of as many relevant eyeballs as we can. 

So we set metrics based on those goals: How many people’s attention did we get?

The problem is, getting attention is only part of the equation. What happens once you get someone’s attention? Does your content reward that attention, hold it, and sustain it? Does it inspire people to spend time with it, like it, share it, recommend it to others?

There’s a big difference between getting attention and earning it. It’s the difference between a quick glance and the engagement that signifies the beginning of a relationship.

This week’s roundup has plenty of tips on how to make sure your content earns and rewards attention. 

What Marketers Were Reading and Sharing Most This Week:

1. B2B Marketing Is Not As Rational As You Think

There are six pillars to maximizing the return on your B2B marketing, says LinkedIn’s Matt Tindale. Get the key takeaways from Matt’s Advertising Week APAC presentation in this article from Adam Zucchetti.

2. Why (& How) Topic Clusters Are Your Most Powerful SEO Weapon

User intent, quality content, and great SEO are inseparable for content marketers. This post from Manish Dudharejia offers an in-depth explanation of how to put together a top-performing strategy.

3. Marketing and Sales Need to Rally Around a Single Story

Boost your sales and marketing alignment with these quick and simple tips from InnerView Group Co-Founder & President Chris Wallace.

4. How to Improve Your On-Site Content Engagement

This post from the aptly-named Ann Smarty has plenty of practical tips for boosting engagement. As a bonus, she also recommends a tool for maximizing each tip.

5. Three Lessons from an Editor of the Largest U.S. Publications

In this profile of a Content Marketer of the Year finalist, Carla Johnson presents insights that marketers can learn from marketer/journalist Neil Wertheimer.

6. Want to Boost Your Content Marketing? Optimize for E-A-T

Expertise, Authority, and Trust: These are the metrics that Google uses to assess your content’s quality. Pierre-Yves Lanneau Saint Leger explains how you can make sure you’re serving content that will whet your visitors’ appetites.

7. Customer Experience Is STILL Underprioritized

Convince & Convert’s Jay Baer presents findings from new research proving that customer experience should be top-of-mind for marketers.

8. Seven Problems that Frustrate Content Marketers (And What to Do)

Michael Brenner gets straight to the point in this piece, with a reader-friendly layout and tactical problem/solution format for everything from sales and marketing alignment to dealing with your boss’ expectations.

9. Measuring the Effectiveness of B2B Marketing Content

This interview post features three viewpoints for the price of one: Christa Tuttle, Jeff Raymond, and Emily Neie of Launch Marketing all share their insights.

10. Content Marketing at Every Stage of the Sales Funnel

In this 30-minute video, Kate McKibbin takes a holistic look at content marketing across the customer journey, including specific tips on video marketing, choosing the right channels, and more.

If this post earned and rewarded your attention, there’s always more to explore: Subscribe to the LinkedIn Marketing Solutions blog.