What Type of Content Engages Audiences the Most?

What is user engagement? Simply put, user engagement occurs when a user visits your website or social channel and sticks around to consume your content. When your user engagement is good, you may find that your audience is more likely to be loyal and return to your platform again.

Knowing how your audience responds to your content can give you a more strategic insight into what type of content you should produce in the future. User engagement can be measured through a variety of different metrics. For example, measuring engagement on your website could be the number of pages a user visited during their session or the amount of time they spent on a particular page. Measuring engagement on your social channels could be a number of things from clicking the like button on a post to leaving comments or sharing with friends and family.

When deciding what type of content you should use, it is essential to create key content goals specific to your company’s marketing plan such as increasing brand awareness, boosting website traffic, or generating more leads.

As marketers, we found four types of content most often produce the highest levels of engagement enabling businesses to meet their marketing goals: videos, blogs, images, and infographics.



Studies have shown that the consumer demand for visual content grows each year. We often see that videos are shared more frequently, resulting in high click-through rates and increased conversions and ROI. According to HubSpot, 30% of content marketers planned to invest in videos more than any other media platform in the year 2022. Studies also show that eight out of ten people downloaded an app or purchased a product after watching a video. It is important to produce video content that is memorable and leaves a lasting impression on the consumer’s mind. This can easily be achieved by ensuring the video is high-quality and includes well-researched information. 


As more companies and brands develop and manage their own websites, blogging has become a commonly used marketing strategy. This type of content is extremely effective and has the third-highest ROI of all formats. According to research done by HubSpot, 56% of marketers who leverage blogging say that it is effective. They also found that when doing a survey amongst consumer audiences that most people read blogs several times per week and have purchased something from a brand after reading their blog. By writing blog content for your website you are also providing a key benefit to your search discoverability. Websites with more powerful blog content have more search potential and can implement various SEO techniques more easily than other websites. 


Visuals allow consumers a better understanding of the message and the motive behind your company or brand. It is important to use engaging images that elicit a form of an emotional response or aid in telling a story relevant to your brand or company’s mission. If you are trying to get a specific response from your audience, choose a color scheme, font, and style that is similar to the emotion. Marketers are increasing their use of image content as studies show that consumers are more likely to convert by scrolling through the search engine result pages or through when they see a compelling image.


Have you ever heard the saying “a picture is worth a thousand words”? Well, an infographic is worth double that. They not only have the appeal and shareability as a nice photo, but they are full of useful information and data that work to tell a compelling story and drive up your overall customer engagement amongst web visitors and social media audiences. HubSpot found that 45% of marketers who currently leverage content marketing invest in infographics. Of that percentage, 56% call infographics their most successful marketing tool, and 38% plan to increase their investments in infographics. 

Knowing where to begin with engaging your audience and creating compelling content can be difficult at first. Luckily we are here to help! We understand how important it is to keep your target audience engaged while on your website and interacting with your marketing channels. Our team of digital marketing professionals in Kansas City will help you come up with a plan for what content would work best on your site and strategies to strengthen your brand’s social media presence. For more information on how we can help your business, please contact us today!


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