The internet is overflowing with articles, blog posts, infographics, and videos all vying for your attention. Most firms and content creators understand the importance of having original content, but not all have the savvy to offer something engaging.
People today turn to the internet to do a variety of things, most predominant is looking for information, social media, and entertainment. This apart from doing e-commerce, banking, education and many more.
Providing and sharing information is the top tier of what the internet can do for anyone. Knowing this, any content creator worth his or her salt should keep this in mind. The way you present information on a web page is equally important as the information itself. Content is king, and it is the bedrock of almost all SEO efforts.
What is Engaging Content?
A gorgeous website means nothing without great content. Even web designers will agree that content is more important than design. Great content is what will make your brand stand out from the rest of the crowd.
It is important to post content regularly to ensure that your audience remains connected with your brand consistently. The only caveat you need to overcome is, how to create engaging content.
Big brands and small business owners now know and understand this shift in consumer culture. There’s a need to create content that will serve the next generation of audiences. Most of them, however, struggle to create content that is not only informative but engaging as well. We understand that it isn’t exactly that simple.
An engaging content generally means that you are offering something that is appealing to your audience’s eyes. Content that grasps their attention and makes them want to know more or do more after seeing your content.
It is somewhat an art form how your content can connect with your audience in that specific time. How it helps them be informed, entertained, and if possible, emotionally stirred. And that is what you need to do to make your content marketing more effective.
Understand that content is the driving force behind today’s marketing. SEO, PPC, and various other channels rely on content assets to generate your desired results.
Consider the following tips on how you can make your content appealing and engaging for your audience.
1. Know your audience.
This is the most important consideration in creating engaging content. If you don’t know or even understand what your audience wants, you will fail to connect and create relatable content for them.
To be relatable and engaging, your content must first be relevant. Create content that resonates with your target audience’s real world problems, challenges, and pain points. Once that’s done, only then can you engage them with your brand.
2. Create content with intent.
Knowing your audience will help you better prepare to create content with intent. When we say create with intent, it means you design your content to fit a specific target audience.
Ask yourself, what do you want to accomplish with your content? Are you designing it for education or entertainment? If you are creating a marketing strategy, is it for brand awareness or increasing conversions?
From there, you can easily identify the key components that translate into engaging content with a particular audience. Once that’s done, it will only be a matter of time before you’ve blown your competition out of the water.
Understanding what your goals are should be synonymous with what your audience needs from you. That is a key component that you will need to understand why and what you will create in your next engaging content.
3. Rely on your strengths.
Using your strengths on social media forums like Facebook and Instagram is one of the most effective ways to create engaging content. If you are good at something, use that to your advantage to make your presence more attractive for your audience.
One reason many are struggling with the creation of engaging content is that they are not that excited about what they are talking about. In content creation, your audience will only be as excited about a topic as you allow them to be.
As the central storyteller, you’re doing more than just putting pictures, video, or words out. You’re establishing the tone and overall feel of your content. That is the foundation for effective communication, no matter what medium you employ to put it out there.
If you’re new to content creation, the best advice to follow is to go with what you know.
4. Create valuable content.
What we mean by this is, you need to create content that is of value not only to you, but also to your audience. You need to add value to your content, so that your audience will consider it of value to them.
The content that you’re creating should be of high-value that your followers will turn to you by default whenever they are looking for high-quality content. More so if you can produce content that leaves your competition miles behind.
5. Be creative.
In content marketing, there is a bit of a balancing act in play that needs to be fulfilled to make your content worthwhile.
Think of two sides of a coin. You have to be analytical on one side and create data-driven content with a methodical approach to its structure.
But be aware, there’s another side of that same coin. Most brands tend to avoid employing corporate tones in their content. You might ask why? Simply because it is just too boring.
If you’re not doing content for a scientific entity, it’s best to let loose and lighten up a bit. Be a maverick if you have to, but keep it fresh, interesting and engaging.
Swedish YouTuber PewDiePie certainly did. But instead of losing subscribers for being a maverick and controversial, he gained more followers.
6. Call your audience to action.
Creating engaging content is indeed a challenge. It’s normal that some people tend to struggle with the actual creation process. Some tend to stick to default styles that are not all that exciting to see, listen to, or read.
Their content may be well-produced or well-written, but why are they not seeing the results they want?
It’s most probably due to the fact that they’ve bypassed one important element of engagement. Giving your audience something to do. If you don’t ask them to do something, you can’t expect them to do anything.
Yes, you have provided them with content that is so motivating and offering so much value. But remember that there are plenty of things that you could be encouraging your audience to do.
How about asking them to sign up for a newsletter. Check out other content on your website. Host a contest and have them follow your socials for results and announcements, or to provide more relevant industry updates.
What you ask them to do does not matter. What matters is to make sure that you are asking. It’s a win-win scenario. You offer something unique and valuable to your audience, and you get something in return from them for their engagement.
The actions you choose to encourage will depend entirely on your goals with that piece of content and your overall marketing strategy. But one thing is certain. You can’t truly have engaging content unless you get your audience to engage with you.
One of the most important assets you can have at your disposal is a fully experienced creation team. A team that includes sharp minds for creating ideas, writing readable and engaging content, and expertise in designing smashing visual elements.
With the right professionals on your side, creating engaging content will surely draw a lot of welcome attention.