As the web continues to mature, the latest and greatest challenge is driving web engagement. Regardless of the platform on which content is consumed, the focus of the modern web is how to better engage the visitor as opposed to just driving the number of visitors up. This makes sense for obvious reasons as engagement serves as a key indicator for determining if you've correctly targeted your audience, increasing continued visitorship for brand loyalty, and consistent messaging. Web engagement is the new black.
While web engagement can take many forms, the most common is the cross correlation of content to provide visitors with information that is related to what they are currently viewing on your website. This is often talked about as an easy implementation but the truth is it's far more complicated than using taxonomys to correlate content. If you leverage a platform like Drupal or Magento this is an easier implementation, but doesn't change the need for custom blocks and the key definition set to be established.
To establish a baseline of how you want related content to be associated you have to start at the highest level and work your way into the weeds. The best way to do this is to start with the overall objective and then get into what content is available or planned for you to associate to that objective. Remember that getting a visitor to view more than a single page is no easy task. This can be particularly challenging for professional services firms as everything can feel a bit "salesy". Ask yourself the following questions:
Now we'll get into the weeds of establishing content relevancy and driving engagement. The series of questions listed above are more general to help get the process started. Once those are answered, we can talk about design and functionality. Here are some key questions to ask yourself to determine how the content correlation will actually work on your site:
The above is just a sampling of some of the considerations that go into establishing like content and driving web engagement. There are plenty of use cases of successful and unsuccessful implementations of related content. The best part about the web is if it doesn't work you can continually make modifications to help drive better web engagement. Ensure you have strong tracking in place and set up custom funnel goals within your analytics to see if you're meeting with success.
If creating advanced analytic tracking isn't something you have time for, be sure to focus on the following statistics: visitor's time spent on your website and the number of pages viewed per visit. This should give an immediate metrics at a high level so that you'll at least know that some of the practices you've put in place are having an effect.