Marketing 9 min read

How to Create Engaging Marketing Content that Customers Actually Read

Engaging marketing content is a cornerstone of any blog or product site. Here's exactly how to create the most engaging content for your site.

Engaging marketing content can be a challenge. Here's exactly how to overcome the biggest problems that people face in creating engaging marketing content. | Image by Vitya_M | Shutterstock

Engaging marketing content can be a challenge. Here's exactly how to overcome the biggest problems that people face in creating engaging marketing content. | Image by Vitya_M | Shutterstock

Do you want to create engaging marketing content that customers will actually read?

There are so many blog posts thrown up online without much thought. However, high-quality engaging content is the only way to go if you want to rank. Here’s a guide to creating marketing content that will get your audience hooked. 

Blog posts are the most efficient way to provide your customers with genuine information about your products or services and build your brand. Having a blog is a must for any company with an online presence.

However, with more than 3.4 million blog posts written daily, the competition is fierce.

You also need to take our diminishing attention spans into account. Most of the time, we often find ourselves flitting from one article to the next. Once we get the general gist, we move into the next thing without reaching the end.

This can be detrimental to your traffic as it’s the actual reading that sparks engagement. The further people read, the more likely they’ll engage with content.

Additionally, readers have so many ads thrust upon them already. So if it feels like they’re reading a sales pitch, they’ll make a beeline for the exit.

Information overload is part of living in an increasingly digitalized world. So, when competition is fierce and attention span is short, how do you create engaging marketing content that customers actually read?

Here are six ways to create engaging marketing content that will keep your audience hooked and drive traffic to your website.

Read More: Attention Span is the New Currency

1. Tell a Story

You should aim for every blog post you create to be engaging and authentic. What better way to achieve this than through storytelling?

By nature, humans love a good story.

Stories are powerful. They catch our attention and get us hooked. We always want to find out what happens next.

Stories can be inspired by your experiences or other inspiring people. Another great way to incorporate stories into your engaging marketing content is by reaching out to customers to share their experiences.  

When people read stories, they are more likely to feel an emotional connection with your brand’s community. Stories provoke a reaction from the readers, making them more likely to ask questions, leave comments, and share.

Storytelling is an artful way of communicating your idea, using words, images and other media forms in a creative way.

Still stuck? Here are the basics of storytelling;

  • Make sure it’s well-structured. Having a beginning, middle and end can help to keep readers hooked. Always keep them on their toes waiting for that ‘aha’ moment.
  • Let your unique personality and voice shine through. This is what will make the blog post seem more like an engaging conversation than a sales pitch. It also adds a human element that can sometimes be difficult to convey through a screen.
  • Integrate useful information, images, and testimonials in your storytelling.
  • Give them what they want- a revelation. Make sure that there’s a point to your story. The revelation or ‘aha’ moment is what they’ll be looking for as they read. In engaging marketing content, this could be how your product or service changed someone’s life or solved a problem. The revelation will let your readers leave your post feeling satisfied. This will make them more likely to return.
  • Tie it all up with a conclusion. Here you can hammer home the main points. Give them closure, and show them that it was worth getting to the end.

Read More: How to Make Your Content Go Viral

2. Write in Your Audience’s Language

If you want to create engaging marketing content your audience will love, you need to get to know them.

Start with the basics. Define who exactly your target audience is. If you don’t already know this, ask what age group, gender, location etc. are they?

Once you figure out exactly who your target audience is, it’s time to dig a little deeper.

You should do some research to figure out what they want. Keyword research can help massively with this. If you figure out what questions they’re asking, you’ll be well on your way.

Read more: How to use Keywords and Backlinks to Create a Solid Link-Building Strategy

Next, figure out what kind of content they’re engaging with. Do they like video and visuals or prefer old school articles? What kind of language do they use? Is it formal and serious or do they love lighthearted jokes and puns? In order to find out, you’ll have to throw yourself into social conversations or even reach out directly to them.

Doing your research will help you cater to your target audience’s needs. Your findings should guide you to create engaging marketing content that will resonate with your readers and add to the conversation in your niche.

Read more: A Guide to Long-term Content Planning and Content Creation

3. Solve Your Customers’ Problems

Remember that your content needs to actually solve problems that your customers may have. It needs to give your audience what they’re looking for.

In order to create engaging marketing content that answers questions and solves problems, you need to approach it from their perspective.

Consider how you could help your readers. Take a look at what your competitors have failed to provide in their content and fill this gap.

Blog posts can come in the form of questions and answers, information resources or how to guides.

You want to provide valuable resources to your customers that are informative and engaging.

Read More: How to Generate Content Ideas Your Audience will Love

4. Keep your Content Jargon-Free

Aim to make your content as accessible as possible to the most readers possible.

This means you need to cater to those who may not be experts in your field. That means you should keep jargon to a minimum.

Technical terms and acronyms can get confusing and put readers off if they don’t understand. When in doubt, you should explain key terms to keep your audience engaged. If you are writing about a niche topic, assume that your readers may not know as much as you do. Even if they do, refreshing their knowledge never hurts.

You should also avoid marketing jargon. This is a dead give away that will make readers feel like they are reading a sales pitch. You don’t want to come across like you’re trying to sneakily sell something to your audience. This is not what your blog should be about.

Instead, approach your blog as an added resource that you are offering your customers. The user engagement and brand reputation will give you valuable genuine content that will generate far better results than a long-form written ad.

Engaging marketing content should be clear and insightful. By making your content accessible and understandable, you are offering your audience the opportunity to learn something new.

Read More: 5 Less Salesy Ways to Promote your Products on Social Media

5. Invest in Original Content

With so much duplicate content being created every second, being original is your most valuable asset.

Investing in original content can be expensive, but it doesn’t have to be. Take inspiration from your own experiences and incorporate them into your content. This will make your online presence more personal. It’s also easier than you think to create original content like infographics or videos.

Read More: 7 Tips on How to Create High-quality, Engaging, Prime Video Content

That said, if you invest time and resources in creating original content, it can really pay off in the long run. If your company can offer original case studies and data, it will help to secure your place as an expert in your industry.

Do a bit of research and see what’s missing. Ask yourself, how can I add to the conversation? Original research can come in the form of interviews or you can easily collect data using a survey or social media poll. It doesn’t have to be groundbreaking, just original and interesting.

6. Take Advantage of Trends

Clever marketing content takes advantage of trends. If something is in season or trending, use this to your advantage. Trends generate interest so it will be easy for your content to get a slice of the action.

Creating content that discusses trends in your niche and how they may impact the members of your target audience is a great way of creating a connection between you and your customers.

For example, if you look at content marketing trends in 2018, maybe the change Google recently made to mobile-first indexing would be a good topic. If you are in the food industry, you’ll know that veganism has been trending. Whether you think a trend is a nonsense or the holy grail, don’t be afraid to give your two cents.

Everyone wants to stay up to date with what’s going on. Be their source of knowledge. Make your blog a resource that your target audience knows they can check back to time and time again for the most current trends.

Read More: How to be an Amazing Content Creator by Capitalizing on Seasonality

Now you know how to create engaging marketing content, you can apply these hacks to your own content.

Don’t be afraid to get creative with storytelling and always be original. Your engaging marketing content should offer expertise in an accessible way that your audience will understand. Keeping up with trends in your niche will also set you miles ahead.

Creating engaging marketing content is easy, you just need to put in a bit of effort and be smart about it.

How do you get your engaging marketing content read, shared, liked and commented on?

First AI Web Content Optimization Platform Just for Writers

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