Anyone can produce content.
But content without a purpose is not effective. You need to consider the goals of your content marketing strategy. Ask yourself what you want your audience to do when they consume your content.
Whatever that answer is, your content needs to be engaging if you want to accomplish those goals. What is engaging content?
Well, it all depends on whom you ask and how it’s measured. For me, engaging content is all about getting results, such as:
Increase in traffic
Any of these metrics can be used to measure engagement.
Here’s something else to keep in mind. If your content doesn’t engage your readers, they simply won’t consume and retain the information. This will end up being a big waste of your time, money, and resources.
Don’t get me wrong. I’m not saying it’s easy to come up with great content.
If you’re currently putting outposts, images, and videos that are average at best, it’ll take some more effort on your part if you want to see some results.
But it’s worth it. If you put in the extra effort to focus on improving your content marketing strategy, it will ultimately help your business make more money.
Not sure where to start?
1. Be original
Today, it’s tough to produce content that’s 100% unique.
There is probably someone else out there who is talking about the same thing, took a similar photo, or conducted similar research. That’s okay.
The idea is to produce content that stands out. With so much competition, it’s no surprise that producing engaging content is the biggest challenge for marketers.
How can you overcome this? Be original.
Yes, you can still blog about a topic that’s been previously discussed. But don’t write it the same way everyone else has. Add your unique voice and spin to the subject.
Share personal experiences – nobody else had them.
Often, marketers try to come up with the most cost-effective solution to content creation. They pay some writer with no experience to write blog posts at $20 per article.
Well, like anything else, you get what you pay for. You can’t expect this type of content to be original and engaging.
Write your content so that it’s unmistakably your own. Put your personality into everything you produce. In doing so, you’ll end up growing a loyal group of followers and readers.
Again, this takes more time and effort, but it’ll be easier for you to increase your engagement metrics this way.
2. Produce actionable content
I just talked about the goals of your marketing campaigns.
What do you want? If you don’t know the purpose of your content, the consumer won’t have any idea either.
You need to know what you want someone to do after they consume a piece of your content.
For example, let’s say you’re promoting a new product on your website. You decide to blog about it. This is a great idea, but that alone won’t get people to buy the product.
Your post needs to highlight the features and benefits, how it can be used, how you have used it, and how it can improve the lives of the consumers.
This primes the reader to make the purchase.
3. Publish accurate information
You may want to include statistics and research within your content. But you need to be careful of the information you publish. Basically, anyone can put anything on the Internet today. It’s important that you recognize the quality and accuracy of the websites you’re sourcing.
You may come across a relevant statistic, but if it’s on some no-name blog and doesn’t include a data source, you can’t know for sure whether the information is accurate.
That’s why it’s best to source your information from authority sites only. In addition to making sure the source is reputable, make sure it’s recent.
Information changes at a rapid rate.
A statistic or study from ten years ago may not be relevant today. But if your content provides up-to-date and accurate info, people will be more inclined to engage with it.
Here’s another tip to keep in mind: don’t let your old content go to waste. Just because you published something years ago doesn’t mean you can’t refresh it with current information.
4. Tell a story
While data is important, it’s easier for people to relate to stories than to naked facts.
That’s why we read books, watch movies, binge-watch television shows, and keep up with reality and celebrity news. We want to know what comes next in the story.
You can learn how to increase sales by mastering the art of storytelling.
Telling a story will help you connect with your audience. It can also improve your credibility on a subject.
For example, let’s say you’re writing a fitness blog. If you tell a story that happened during your personal certification training, your audience will realize you’re qualified and knowledgeable on the topic.
They are more likely to read what you have to say as opposed to reading content produced by someone who has never worked out a day in their life.
You want to share stories that stimulate an emotional response from the audience.
Speak in a way that’s relatable to your audience. Try to evoke powerful emotions such as joy, fear, or sadness.
Just make sure your story advances your goal and encourages the reader to complete the action you want them to take.
5. Make your audience think
Being original is one thing. But being thought-provoking is another. It’s an art.
The idea behind thought-provoking content is that the reader can relate to what you’re saying. You don’t always need to talk about a concept in black and white terms.
Let the readers’ imaginations run wild in that grey area.
Ask questions with no definitive answers. Paint a picture with some abstract scenarios.
But make it relevant to current events, pop culture, and our daily lives. This will keep your audience hooked and help them engage with your content.
This type of strategy can also help stimulate discussions in the comments section of your content. As a result, people will keep coming back to your website to check in on the discussion.
Ultimately, this is great news for you in terms of your traffic and engagement metrics. Each visit increases the chances of conversion.