What is Engaging Content?
Engaging content is content that grabs the attention of the reader and encourages them to read it through to the end.
Three examples of engaging content:
Girlboss – Visual headline + topic that hits their core audience
Girlboss knows their audience very well and is not afraid of reaching out to them to speak about issues that matter to them. In their daily newsletter they constantly voice causes dear to their audience’s heart. Then only do they mention products or services.
Critical Role – Everything is content!
This band of nerdy voice actors transformed the tabletop role playing game universe with their witty approach to creating video content. From streaming themselves playing sponsored games to creating their own advertisements, they’re nailing their content strategy.
Fortnite – Popular dances and virtual concerts
Epic games, the studio behind Fortnite managed to elevate their game to the next level after they launched their first massive in-game event with a campaign for the FIFA 2018 world-cup. And, more recently they gave players an immersive experience with the invitation of famous singers such as Travis Scott or Ariana Grande to give concerts only to players. Speak about engaging content!
Hence, to create engaging content, you need to know your audience and what they want from your content. You also need to have a clear goal in mind when you are writing. There are many ways in which you can make your content engaging including using storytelling, infographics, videos, etc.
Why is it Important For Your Business?
Companies invest in content marketing because they understand that people are drawn to high-quality and engaging content. This type of content makes them feel something and then they share it with their friends and family.
But not only, in their 2022 report, Hubspot found out that “47% of buyers view three to five pieces of content before engaging with a sales rep”. Hence, it shows how paramount to a sales’ strategy, writing good content is. The more engaging your articles, videos, reports are, the more chances they will be shared by your sales representatives when they’re prospecting for new deals or will funnel in potential buyers.
How To Digitally Create Engaging Content
Good content is not just about having a catchy headline or a good design. It’s also about how it’s crafted and how it’s shared.
There are three main forms to produce digital content:
- Writing (ex: Blog articles)
- Filming (ex: Youtube, Instagram videos)
- Talking (ex: Spotify podcasts)
There are many different ways you can go about creating engaging content. You can use a variety of different tools and techniques, such as:
- Adding video clips or images
Let your creativity flow out with the help of content creation tools like Canva to make your article standout. See for instance how it has been used to create infographics in this article.
- Using a conversational tone
Talking. Like. a. Robot. Is definitely something I would recommend you to avoid. Here’s a helpful video where you’ll find 7 examples of conversational copywriting.
- Editing and polishing
With the average attention of your audience reduced dramatically over the years, it’s important to make sure your content has been reviewed, edited and is on point.
- Remove breaks in your videos
- Make sure you have subtitles (at least for the language you use)
- Spellcheck is your friend
- Highlight the key elements
- Provide any material you mention (pdf, e-book, etc)
Measuring Engagement with Content – Relevance, Memorability and Rapport
The metrics for engagement depend on the type of content and the goal you want to achieve. For example, if you want to measure how long a visitor stays on your website, then time spent on site is a good metric. If you want to measure how likely a visitor is to buy from your store, then conversion rates are a good metric.
In digital marketing, there are three main metrics that are used to measure engagement with content: relevance, memorability and rapport.
Relevance: How relevant is the content to the audience? Is it interesting and engaging for them?
Memorability: How memorable is the content? Does it stand out in a person’s mind?
Rapport: Does the content have a good connection with the audience? Is it relatable and does it feel genuine?
These metrics can be measured by using various tools such as Google Analytics or Kissmetrics.
In conclusion, there are many different ways to create engaging content. You can use infographics, videos, podcasts, and social media but remember the following principles:
– Keep it simple
– Be relevant to your audience
– Create a sense of urgency
– Use visuals or video
– Keep it short and sweet
Engaging content is a must-have for any company looking to grow. It can help you connect with your audience, increase productivity, and make your company more visible. Therefore I hope this article will help you create more engaging content in the future! And if you have your own tips and would like to share them with me, please leave a comment below!