Tag Archives: engagement

Measuring Goals: What Cathy Camera Says

I am repurposing my recent e-book “Seven Questions Your Content Creator Should Ask You” as a post series on the Bredemarket Instagram account. I am doing this because series are cool and stuff. Whether or not my readers are anticipating each new post in the series is up for debate. Maybe all of them have read the e-book already. (Or maybe not.)

Monday’s Instagram post on the goal of your content

Anyway, on Monday I got to the fifth post in the Instagram series. Here’s what the post image looks like. (The Yogi Berra-themed image is timely with baseball’s World Series going on right now, even though the Yankees are nowhere near it.)

From https://www.instagram.com/p/CzB2biBr27o/

And here’s the text that accompanied the Instagram post:

The fourth of the seven questions your content creator should ask you is Goal?
It’s important that you set a goal.
Maybe awareness. Maybe consideration. Maybe conversion. Maybe something else.
As Yogi Berra reportedly said, “if you don’t know where you are going, you might end up someplace else.” And that “someplace else” might not be where you want to be.
#bredemarket7questions #contentmarketing #contentmarketingexpert #goal #goals

From https://www.instagram.com/p/CzB2biBr27o/

Cathy Camera’s LinkedIn comment

Well, as long as I had created the post series for Instagram, I figured I’d share the same series on two other Bredemarket social channels, one of which was the Bredemarket LinkedIn page.

When I posted the image and accompanying text there, Cathy Camera commented.

Who is Cathy Camera, you may ask? Well, Camera is “The Construction Copywriter.”

You need to get ahead of your competitors. So you need your clients to understand you’re delivering reliable, high-quality services.

Having someone like me, with knowledge of and experience working with your industry, will help you achieve your goals more quickly without stress.

From https://cathycamera.com.au/

If you guessed that Camera has thoughts about goals, you’re right. Here’s the comment she added to my LinkedIn post:

Yes, there should always be a goal and if people can be more specific about objectives, they’ll at least be able to measure their results.

From https://www.linkedin.com/posts/bredemarket_bredemarket7questions-contentmarketing-contentmarketingexpert-activity-7124787047231283200-G5Xn/

Cathy Camera highlighted something that I didn’t.

  • The goal you set isn’t only important when you have to create the content.
  • The goal you set is also important after you publish the content and you need to determine if the content did its job.

Being SMART in your goals

Note Camera’s comment about being “more specific about objectives.”

Ideally your goal for your content (or for anything) should be a SMART goal, where SMART stands for Specific, Measurable, Attainable, Relevant, and Time-Bound.

  • For example, a goal to enable Bredemarket to make US$10,000,000 (or A$10,000,000) from a single blog post is not an attainable goal.
  • But a goal to have blog post readers engage a certain number of times is certainly a relevant goal.

So it looks like my “set a goal” advice for your content could be a lot more…um…specific.

I’m not going to revise the e-book (again), but I did revise my form.

Seven Questions Your Content Creator Should Ask You: the e-book version

No, this is not déjà vu all over again.

If you’re familiar with Bredemarket’s “six questions your content creator should ask you”…I came up with a seventh question because I feared the six questions were not enough, and I wanted to provide you with better confidence that Bredemarket-authored content will achieve your goals.

To no one’s surprise, I’ll tell you WHY and HOW I added a seventh question.

If you want to skip to the meat, go to the WHAT section where you can download the new e-book.

Why?

Early Sunday morning I wrote something on LinkedIn and Facebook that dealt with three “e” words: entertainment, emotion, and engagement, and how the first and second words affect the third. The content was very long, and I don’t know if the content itself was engaging. But I figured that this wasn’t the end of the story:

I know THIS content won’t receive 250 engagements, and certainly won’t receive 25,000 impressions, but maybe I can repurpose the thoughts in some future content. (#Repurposing is good.)

From LinkedIn.

But what to repurpose?

Rather than delving into my content with over 25,000 impressions but less than 250 engagements, and rather than delving into the social media group I discussed, and rather than delving into the Four Tops and the Sons of the Pioneers (not as a single supergroup), I decided that I needed to delve into a single word: indifference, and how to prevent content indifference.

Because if your prospects are indifferent to your content, nothing else matters. And indifference saddens me.

By Mark Marathon – Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=72257785

How?

Eventually I decided that I needed to revise an old piece of content from 2022.

The first questions in the Bredemarket Kickoff Guide, BmtKickoffGuide-20231022a. No, you can’t have the guide; it’s proprietary.

I decided that I needed to update my process, as well as that e-book, and add a seventh question, “Emotions?”

What?

For those who have raced ahead to this section, Bredemarket has a new downloadable e-book (revised from an earlier version) entitled “Seven Questions Your Content Creator Should Ask You.” It includes a new page, “Emotions,” as well as minor revisions to the other pages. You can download it below.

Seven Questions Your Content Creator Should Ask You (October 22, 2023)Download

Goal, Benefits, Target Audience, and Emotions

You’ll have to download the e-book to find the answers to the remaining four questions.

One (Just One) of Jessica Morisette’s Six Genius Tips for Increasing Instagram Engagement

Before I launch into the post…

Milestone time

This is the 500th Bredemarket blog post. Woo hoo! But I’m not going to celebrate now, because we have to get down to business.

Back to Instagram engagement

Do you want to increase engagement to solidify commitment?

Photo by Derek Ramsey (Ram-Man) – Self-photographed, CC BY-SA 2.5, https://commons.wikimedia.org/w/index.php?curid=1051815

No, not THAT type of engagement, although there are parallels between engagement with a person and engagement with content.

In the same way that content impressions can move a prospect to awareness, content engagement can move a prospect to consideration. And even if you don’t believe in the traditional funnel, it’s obviously a good idea to get prospects to engage with your content.

Morisette’s six-step strategy

Jessica Morisette of JM Virtual Solutions recently wrote a blog post entitled “Increase Instagram Engagement With This One-Hour Strategy.” Although I’m sure that she wouldn’t object if you spent 59 or 61 minutes (rather than an exact 60 minutes) on daily engagement, and she DEFINITELY wouldn’t mind if you took some of her techniques and applied them to social media platforms other than Instagram.

Personally, I started trying to put her engagement strategy in practice over the weekend, both on Instagram and (with some adaptation) on LinkedIn. Depending upon time, I may try to apply it on your favorite social platform.

From https://jmvirtualsolutions.org/blog/f/increase-instagram-engagement-with-this-one-hour-strategy

Morisette introduces the post with the following:

Building engagement on Instagram involves creating a genuine connection with your audience. It’s not just about getting likes and comments; it’s about creating meaningful interactions that lead to brand loyalty and growth. To achieve this, you need a strategy that focuses on targeted accounts, not just random. 

From https://jmvirtualsolutions.org/blog/f/increase-instagram-engagement-with-this-one-hour-strategy

She then lists six steps to her suggested media engagement strategy. Now I could rip her off and reprint all six here, but then you wouldn’t read her post (which you should do).

So instead I’m going to briefly cover her step 5, engaging with your peers and community.

Skipping to step 5

After devoting time to particular portions of the Instagram platform, Morisette suggests that you start engagement with particular segments. One of those segments is peers and community.

Why?

Supporting others in your niche can encourage them to reciprocate.

From https://jmvirtualsolutions.org/blog/f/increase-instagram-engagement-with-this-one-hour-strategy

I know that content creators are often perceived to be in competition with other content creators, but since each of us is targeting different ideal clients, that competition is less than you think. Since content creators are all in this together, there’s a clear benefit from us supporting each other.

In fact, Morisette believes that this mutual support is so important that she recommends that you engage with your peers and community BEFORE you engage with your ideal client (step 6).

Why does Morisette believe that?

CTA time

Well…you’ll have to read her post for the answer.

For those who are keeping track, that’s the call to action (CTA) for MY post.

Oh, and also follow @jmsocialsolutions on Instagram. And meaningfully engage!

From https://www.instagram.com/jmsocialsolutions/