You wrote one piece of content, great! But does it contain the flavor of engagement? Yes, you heard right; it is about engaging content. Whether you are a business owner or a content-creating freelancer, your motto should reflect the sense of creating ‘engaging content’ instead of ‘content.’ The more you put emphasis on this golden aspect, the better you can build a booming identity.
Surely it is not as easy it sounds to create engaging content. This point received the support of nearly 65% of the respondents when asked about the biggest challenge they come across in content marketing.
What to do next to get out of this difficulty bubble? This must be the next question that rings in your mind. Then the smiling answer is, just sit and read this article as it will highlight all the necessary approaches you should take to frame engaging content.
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TABLE OF CONTENTS
What does ‘Engaging Content’ mean?
In a generalized manner, engaging content is all about developing content that gives a pleasing effect to the audience’s eyes. It helps to gain their attention and makes them deeply engrossed to stay to get more information about the brand.
Based on the perspective of using content, the answer that defines the rate of engagement differs. The response can take the form of the following points
- Conversion rate
Any of this could be the source of evaluation for determining engagement. Your content should be developed in such a way that it gets an impactful reflection on the reader’s mind. Doing so will support you to fulfill your dream of developing a considerable identity in the market.
What is the role of content in forming an ever-lasting identity
We all know well that the world is entirely shifted to the digitized platform. This brings in more opportunities and challenges to prove yourself as an approachable identity. Online presence is one of the critical areas you need to concentrate on, but you need to think about other aspects for doing it well. You have to add a simple formula to your working tactics for building a reputable identity-
Online presence + Captivating content = Perfect Match for engaging customer
Following this equation will help to align straightaway with the goals and core values of your organization. It will act as a perfect base to develop a unique and captivating identity in the marketplace. Moreover, as per the research of factoHR.com, the company’s identity is highlighted through its deeds and support to its customers. And to successfully fulfill this criterion, creating engaging content is the best option you can choose to let them remember you for a long span.
Paths to form attention-gaining content
Does my piece of writing have the capability to connect with the audience? If you often come across this question, then your struggle ends. How? By reading the following points, where the most practical ways are shown, which will help you to bring more effectiveness to your writing.
- Write with a perfect intent
This is the central point from where the whole journey of getting connected with the customers begins. The more your content communicates with the audience, the better it gets a place in their minds. Before you begin to write, take a pretty good time to focus on the ‘intent’ factor. And you can do so by taking into consideration the following points-
- Know the focused audience area to hit the target
- Desires you want to bring off from it
- Is the content is for entertainment, education, inspire, or convert
- Your motto behind the whole marketing strategy
- Your focused area
Summing all these points will frame a complete picture that will work as a measurement apparatus to get an idea about the success or failure of your content.
Once you clearly set the goals and work accordingly, you will surely get an improvement in your marketing approaches. This will help you to create an alignment between your goals, audience, and content. It will allow you to deliver the right content, to the right audience, at the perfect time.
Further, with proper experimentation with the content, you will be able to identify the key components that make the content more engaging for your target audience.
After mastering this art, it will be just a matter of time to form impactful content and to get ahead in the competitive world.
- Adopt a story-telling mode
Data, statistics, analytics all these resources are important to give your piece of content a research base. But solely focusing on this point will transform your content into a boring one. To save yourself from having this happening to you, the best way you should approach is – ‘story.’ Stories are always a source of generating more connections with the audience.
Once you begin with a story, you are taking the audience on an enthusiastic journey where they keep reading in an exciting mode to know what comes next. Rather than facts, stories always leave more impact on the readers. In addition, it will help to enhance credibility on a particular subject.
Customers like to hear about your thoughts in a storytelling format, as shown in the figure below-
Take an example where you are writing the blog to let the customer get information about your new product. For doing so correctly, you can begin with the story by letting them know the before and after scenario of product adoption. Show the value your product has and how it makes their life easier.
Speak in a way that relates you with your audience’s life and try to elicit their emotions like happy, sad, or fear. This will make them personally and emotionally connected with your content. Also, it will make them better relate to the details you share and encourage them to take the desired action you want, which is as per the example taken here relates to buying the product.
Therefore, you can consider stories as a breathing source for your content to ensure that it gets noticed by many numbers of audiences.
- Rightly use visuals
Content is not all about the text. There is a sure place for visuals. Think will you like to read an article where only black insects (consider texts) are crawling all over it. Surely no one will appreciate and consider those sets of blogs. Images, infographics, videos, and GIFs need to be added to your written copy to make it an engaging one for the audience. By doing so, a number of bloggers are getting better results, as shown in the figure below-
This shows the considerable importance of visual elements for getting success. People always tend to remember the visuals more than the texts. And to make them retain the information you share, adding visuals to your content is a must thing to do.
- Begin with a rocking introduction
According to Buffer, 55% of the visitors read the article for 15 seconds or less. This clearly suggests that you have only 15 seconds to get their attention. And to get success to let them stay for reading your whole content, you need to focus more on the introductory section.
The more you present the starting portion well, the more chances you will get about the post to get read by the audience. Begin with concise, pleasing, and interest-gaining words to let them feel the worthiness of the content.
Asking questions, using astonishing words, saying something unusual, and adding relevant statistics or facts are some of the ways you can approach to begin the foundation of engaging content.
- Provide actionable piece of content
This is the point where you let the customers do certain things in return for the valuable content. The set of actions you choose depends entirely on your goals and missions of the overall marketing tactics. But framing actionable content is the highly problematic portion that often comes in the way of many individuals.
There is a sure thing that you can not get success in developing engaging content if you do not engage customers in some way with you.
For doing so with the help of your content, you need to bring that level of enthusiasm in their mind that by reaching the end of the article, they get interested enough in performing your desired action.
For that, you should keep yourself motivated and excited while writing, which in return forces the customers to perform certain actions. Please give them a one-click solution for completing the actions through your content.
The focusing point for this concept is all about showing the value and usefulness of your content. As an example of writing about a blog for expanding your product awareness, you can rightly do so over here by reflecting the product’s advantages, features, and usability in their work that makes them excited to hit CTAs.
- Create great headings
Headlines act like a gatekeeper. To let the audience read your content, firstly, they need to click the heading. And to ensure that they do so, you need to frame such headings that captivate them. In whatever channels you post the content, the foremost aspect that catches their attention is headings only.
Dull and usual titles do not usually get clicked by the audience as they do not contain any interesting facts. Therefore, to gain their attention, you need to learn the art of developing great headings.
Pretty good examples of top headlines that bring engagement on Facebook is shown in the figure below-
You can look at this example while preparing your own heading to get better responses.
Let’s wrap up
Engaging content creation is what exactly every business wishes for to develop a good impression in the audiences’ minds. What you need is a good and full of enthusiastic writers who can create captivating pieces of content for welcoming a huge number of customers to you.
This will give away all the merry benefits to your firm in a cost-effective manner compared to the traditional marketing tactics.