Content Marketing: 6 Wonderful Tips For Writing Engaging Content
- December 24, 2019
- Posted by: Manju Rai
- Category: Business & Digital Marketing Tips
Imagine your ideal customer deciding how to spend his time and energy. He wants something good with minimal investment.
The title is the door to your contribution: an invitation that should make the visitor curious, but also contain no false promises (keyword: click-baiting).
The title must always be relevant, that is to pack exactly what the visitor may expect after the click.
And even if it has already been used a lot, the lists and the number as a numeral are still effective, as the reader can estimate his time and the expected quantity more accurately.
The title should always explain the direct benefit for the reader. And the keyword should of course happen.
If your headline caught his attention, emphasizing the value of your proposal. He clicks and reads on.
This is the perfect scenario. But the real battle begins when your client reads the full version of your content.
How to make it so attractive that the client not only read all the material but really remains on your page and continues his journey through the funnel.
Tip 1. Do not spam a potential customer:
In theory, we all know that people are busy and a lot of materials are fighting for their attention. However, when the pen reaches for the paper (or fingers for the keyboard), many marketers do not know where to start.
No secrets needed – tell them, get them here and why they should stay.
Example here and now
Why are you here: are you trying to find any incentives for writing content and/or tips on this topic.
Why you should stay: this article has 4 more great tips on writing quality content.
You don’t have time to get people’s attention. You need to quickly grab attention and hold it throughout the material.
Your audience most likely does not read, but only views the content. Unlimited Internet resources are available to people, so you need to prove (and quickly) that your article is exactly that article that will stop the user on the run and make him dive into reading.
Note: this does not mean that your content must be short or mean. It should be such that people can easily read and understand your message.
This implies highlighting in bold subheadings or an important sentence, which will allow them to identify the main idea in about five seconds. You might even need to do some testing to find out how long the materials your customers prefer. Who knows? It is possible that they want to hear a 3,000-word story from you.
Tip 2. Clarity is beyond persuasiveness:
Stop selling to your audience. Instead, offer real value. In fact, no one wants to read an article that talks about all the wonderful things that you or your company have done. Provide people with eloquent facts, and let them come to this conclusion themselves.
A deliberate sale of oneself in the content evokes exactly the same feelings as in real life. People feel that something is not right here and go on. They may be interested in a more relaxed tone. Read the blog post aloud (no matter how funny it sounds) – this will help maintain the natural tone of the conversation.
The main thing is to understand what you say.
Do not get too carried away with your own marketing genius, office jargon or calls to action and forget about readers. Write so that they understand the text.
An easy way to do this is to focus on one major advantage of your product, relate it to the headache of your audience, and sell it. Use words that convey value to your readers so that they never forget for whom the content is.
Tip 3. Find your own perspective:
Telling people about an event or what happened is wonderful. But it’s much better to tell them why this happened, how it happened, and who influenced it.
For example, when you write a specific case, do not dump the campaign details on the page. Build material around the most interesting aspect of its implementation. Introduce readers to the organization, its employees, the features of working with clients, and most importantly, their needs. Tell a story that will emotionally affect your audience and solve its painful problems.
A clear perspective helps to interest the audience: if the reader can identify with the topic of your article or the problem that drives him, he can get the most out of it.
To make things easier, make a clear outline for your content, which you will follow to ensure that you don’t get lost along the way.
How? – methods, methods, steps, procedures
What? – reasons, responses, answers, evidence, evidence, tips, advantages
Why? – facts, elements, signs, conclusions, ideas
When? – phases, conditions, time, seasons
Who! – categories, types, personalities, classes
Which one? – options, alternatives, choice, paths, goals, objectives, solutions
Where? – sources, spheres, places, sites
The structure does not have to be exactly the same, but it must certainly be clear. Clear in terms of the position that underlies the material, as well as the benefits that users are expected to derive from it.
The purpose of the content is not to show how smart you or your company is (although this may seem right). The purpose of the content is to make your readers believe that they are smart. Give them something that remains in their heads and what they share over a cup of coffee.
Make your customer the hero of your story.
If you write short material, such as a post on social networks or a blog, start it with an overview of customer issues. Ask your colleagues about the problem that customers have had recently, and solve it. You will be thanked by clients, as well as colleagues, to whom you will save time.
Tip 4. Use different content formats.
Regardless of the degree of attractiveness of your content, sometimes it may not catch the client. This is a flaw in the format you are using. Say you are writing a blog post, and your customers would be more likely to respond to the same video material.
It’s simple. You already have content, just use your mobile phone, webcam or any other recording equipment and tell your customers about it personally. There is no need to make a professional video, in fact, customers may like unprocessed video.
It’s not necessary to use a video on a blog. There are many content formats that your customers will respond to – you just need to test and find out which one is most suitable. Or, if your audience has different tastes, offer the same material in several formats and let the customers choose in what form they want to get to know him.
A shortlist of common formats:
- Blog Text Posts
- Video (which can be used not only on YouTube but also to redirect in the video post of the blog and share it through social networks)
- Webinars (which should be maintained and shared on the site through a library of videos available upon request)
- Webinar presentations distributed through sites such as SlideShare
This will help you not only with your calendar of publishing content: redirecting one material and presenting it in a format that is preferable for your customers will increase the number of people who will be able to read, listen to or see this content.
Tip 5. Build a house, and it will be populated:
Everyone can publish a post or article, so where does the authority come from? Well, one way is to work hard for years, providing quality, valuable materials.
There is also a short way – to borrow a little authority from your customers. Your customers are more likely to believe one of them than you. After all, you are a marketer, and it is your direct task to make your company look good in their eyes.
Custom content is images, videos, and customer texts that give your brand credibility. These materials can be used in your marketing campaigns to connect some consumers with others through your product or service.
To get high-quality custom content, you can use any of the following tactics:
- interaction in social networks;
Tip 6: Smooth formatting is important:
Long texts without paragraphs and loosening up image material are more likely to deter, no matter how well the content is written. In addition, not everyone likes to read. At least not much. Therefore, the content should be packed attractively. Help with:
- Paragraphs: These should be kept short not very short. But it depends some readers prefer reading even large text if they find them interesting.
- Subheadings: Divide the information into subsections with subheadings.
- Lists: This one is an example.
- Visual stimuli: Interrupt longer paragraphs with a medium, such as a graphic, photo, or video.
- Text formatting: Use all options to format text. Bold should be very few words.
Other important words could be italicized or decorated with color. Also, play with the sizes and fonts of the headings.
Other tips for content marketing:
1# Present your work in all networks:
When your article has finally been published and you proudly present your work in all networks, on all channels. That’s what the work seems to do, though there are at least two options left to give your good content the deserved attention.
The first trick is simple and free: Share your content more than once. Many are reluctant to do so because they think they are boring their fans, but at different times you can reach a very different set of followers, who will be happy about the hint.
Nevertheless, the headline, the screenshot, and the descriptive text are varied. If the content was produced so that it is still relevant months later, you can also save your messages (put them in storage) and post them again after about half a year. The second trick is rarely free, but more effective, as the next tip shows.
2# Promote your content:
Search for platforms that serve the same niche. This could be about forums, Facebook groups, online magazines, and blogs. Always pay attention to the respective rules in order not to be excluded.
If your offer is too commercial (if it is clear that a product or service is in the foreground), then offer the operator a fair amount for the promotion to place your content.
3# Self-Critic your work:
Look honestly at your content and ask yourself: Has my article really solved a problem? Am I entertaining or is the content too general and boring?
Become more personally and represent a point of view, instead of making everyone a “beautiful face”. Look at the article from a distance: would I read this article, or even share it?
A self-critical look that is not so easy. Of course, we often hear that only the regular production of content brings success. But this content must be (in the truest sense of the word) notable for having a chance to attract attention.
4# Maintain Consistency:
Producing consistently good content is a damn hard job, which often only starts to pay off after a few months. It is a process that requires patience.
In the commercial area, the recommendation is to continuously capture the problems and questions of the customers and to offer content with solutions that may sometimes be very specific. Such an article will not bring much traffic on its own, but here it does the mass: practically a knowledge database for your industry.
5# Write the way your readers search:
The right choice of words is important to be found by your readers too. When you write an article, you should start using the terms and phrases that you are looking for. This also simplifies the SEO optimization of your articles in the aftermath.
Of course, that does not mean that you should only write for Google. But use keyword research to find out what terms are actually searched. For example, the abbreviation “SEO” is searched twice as often as “Search Engine Optimization”. So you should use SEO as a common wording.
If you are unsure, you should always choose the variant that feels more natural to you. Choose the wording that you think would be more useful to your readers.