Engaging content is content that provides value to the lives of your potential clients, clients and community members. It doesn’t need to be 1,000 words long (unless the value of the content calls for it); it just needs to be beneficial to the reader. A lot of so called “marketing gurus” talk about relevancy, making the mistake of confusing it with engagement – it’s really about how much value you’re adding to someone’s personal and professional life. To avoid this mistake and many others, consider the following recommendations as you put together your content marketing strategies.
- Remember, it’s not about how the content’s message affects you; it’s all about what it means to your target audience. The key to generating engaging content, as in all facets of marketing, is to address the consumers’ needs or wants; not yours. Engaging content – content that is valuable enough to attract and hold a person’s attention – provides a clear reward (having a problem solved, etc.) for time spent consuming the content.
- Genuinely engaging content is so appealing and interesting that it immediately grabs your attention and makes you want to learn more. Engaging means having the ability to stop someone in their tracks and draw them in by being informative and entertaining. That’s just to the first step the process – then you need to keep their attention which comes down to going on to tell a great story and to tell it well. By “tell it well” it should be thoughtful, well-written content, anything less will make you look like an amateur instead of an expert in your industry.
- To be engaging, content needs to be relevant to the reader at the moment they read it, immediately grabbing their attention with a compelling headline. To increase your content’s appeal, check out a few of the leading magazines out there and browse through their headlines; lots of food for thought here. In order to be a successful content marketer, you need to come up with captivating headlines, writing about hot topics that are sure to grab your target market’s attention, appealing to multiple senses by adding an interesting photo (s), breaking up the content a bit, which will make your information easy to scan. You may notice that while headlines allude to hot topics that everyone is talking about, there is something unique about the headline, its different than what everyone else is saying. You can’t expect to receive a lot of traction if your headlines and content are exactly the same as everyone else’s. Be different, give it a unique twist. Content written like this will make it share-worthy, meaning your readers will be compelled to share it with others.
- The challenge when it comes to creating engaging content lies in trying to appeal to the rationality of your readers. Engaging content reaches the reader at an emotional level, triggering conscious and unconscious reactions. Have you ever heard of the AIDA formula (critical to triggering positive, responsive emotional reactions); A-Attention, I-Interest, D-Desire, A-Action? Well, it applies to all marketing endeavors, including content marketing.
- Engaging content offers readers a new perspective, a bit of interesting knowledge, inspiration, a good laugh, or something useful or entertaining. Engaging content also gives the reader a glimpse at something they haven’t seen or heard of before, but that they can relate to in some way.
Before you can create appealing content, you need to have an understanding of what your prospects and current clients’ most pressing problems are. What are their biggest challenges? What is keeping them up at night? Help solve these issues via your content and we promise the end result will be an engaged audience that will eventually convert into clients.