Tag Archives: Engaging Content

How to create engaging content [infographic]

How-to-write-engaging-content-shorter

Creating infographic is a great way of communicating your message convincingly and visually.

In this post I am publishing an infographic sent to me by good folks at MyTasker, an office support company based out of Kolkata. In near future I too am planning to hire such a service so I’m going to save the link.

The person who sent me the infographic has also sent me some textual background information that is to be published along with the infographic. Since I need to work on another blog post I’m going to copy/paste the description as it is. So please excuse in case there are some typos, or if you want to be a good Samaritan, let me know in case I need to correct something.

But the infographic is good.

Here is the textual background information on the infographic:

Why do you think people don’t just seem to care about your Content?

With your field of expertise, you have targeted the right niche community.

You have done your research on keywords and have chosen the interesting ones.

You have shared your content with the right communities.

But still:

Only a few views and a couple of comments.

WHY?

There is absolutely no need to bang your head against the wall for the answer.

Your Content is Boring, and people do not find your writing style interesting.

It hurts, right?

Well, it must.

Because:

You are probably doing everything right in this situation except, writing a Compelling Content that truly Engages with your readers.

Remember this thing:

Trends may come and go but Quality Content is the King of the Viral Kingdom.

There is no rocket science that you need to know to create Engaging Content.

You just need to know a few ingredients that can make any dull content look exciting.

And knowing these ingredients will help you stimulate your readers in a way that they will pay attention to each and every word you write.

And:

If your Readers are paying attention to you, it means you have engaged them to a point where a bond has developed between you two and they will eagerly wait for your next post and the next one.

So, to help you make your content interesting and engaging, the Writing Team at MyTasker has created a visually appealing Infographic where all the essential components of an Engaging Content have been looked into from an average reader’s point of view.

Incorporating some of the components (ideally all) will pleasantly surprise you to see how the quality of your content increases overtime and your readers finally start engaging with you.

Just go through the Infographic and be a Master at creating Engaging Content.

Here is the infographic:

10 ways to write highly engaging content

write engaging content for your websiteThe success of your content marketing pretty much depends on how engaging your content is. This is why it is very important to know how to write highly engaging content.

First, what is “engaging content”? Although I have explained this multiple time on my blog and my website, it’s always nice to quickly visit the topic before proceeding, in every individual post.

Writing and publishing engaging content means involving your readers and visitors. Content consumption on your website or blog should be a two-way process. It should be a dialogue instead of a monologue. You have to hit the right spots. You have to provide the right information, ask the right questions and express the right doubts, at the right time, to give your readers the “aha!” moment.

Here are 10 ways to write highly engaging content

  1. Tell a story your visitors can relate to
  2. Try to know and understand what your readers are really looking for – what moves them?
  3. Write content from your reader’s perspective
  4. Get your readers emotionally involved with your content
  5. Ask questions and up their stakes
  6. Develop a unique voice
  7. Back your claims and opinions with verifiable facts
  8. Provide a social interface to your readers and visitors
  9. Curate useful, interesting information from other sources
  10. Understand how your particular audience prefers content – format as well as length

1. Tell a story your visitors can relate to

Stories are always interesting and they are more interesting if people can relate to them. So, you can make your content engaging by telling people stories of how your product or service solved problems and made life easier for people who use them. Simply saying that your product or service is great doesn’t cut it. Use real-world examples. Use real-world names. Use real-world situations and then provide believable narratives.

Your stories don’t have to be dull and drab. You can make them funny. You can sprinkle them with suspense. You can even introduce melodrama. The basic idea is to make it as interesting and engaging as possible.

2. Know and understand what your readers are looking for – what moves them?

Frankly, this is the most difficult thing to achieve through your content. Most of the content marketing campaigns fail because people responsible for the campaign cannot really write or create content keeping in mind what their visitors are looking for. Web analytics tools like Google’s Webmasters tools can help you in this regard. If you closely study your visitor statistics you will know how people land on your website. If they are coming to your website using the wrong search words it means you’re drawing wrong sort of people through your content which means you are creating wrong content.

3. Write content from your readers’ perspective

The thing is, people read your content not because YOU are writing it, they read it because they derive something out of it, whether it is information, entertainment, or empathy. Write what they would like to read, not what you would like to write.

Having said that, it doesn’t mean your writing always has to cater to the whims of your readers…you can play around with your own ideas. But when you are writing for a business website or for a business blog, remember that ultimately, the purpose of your writing is to convince your visitors into doing business with you.

4. Get your readers emotionally involved with your content

If your readers remain passive about your content, you cannot move them much into doing something constructive. They will read your content and just move on.

But if you make an emotional connection through your content, they don’t just stay longer, they also remember what they read.

How do you make an emotional connection? By addressing their problems as if they are your own problems. By providing them the needed solutions. By assuring them that the resolution of their problems is your primary concern.

For example, if you are looking for well-written content for your website or blog you obviously want to improve your business: you want to get more traffic, you want to engage your audience, you want to increase your social media visibility, and consequently, increase your sales. I should be able to convey to you that I totally understand this pressing need of yours and will do my best to provide the right content marketing and content writing services.

5. Ask questions and up their stake

You can also engage your readers by asking them timely questions. Don’t always provide them all the answers. If you provide them all the answers they’ll get bored. Instead, engage them by asking them questions.

For example, if you are looking for good content for your website, I should ask you why your website needs good content instead of telling you why your website needs good content.

Or, if I come across an example of extremely terrible content written on another website or blog I can ask my visitors what’s the problem with that content and how that content can be improved. They will feel that you value their opinion.

6. Develop a unique voice

If everybody is publishing content on his or her website how do people distinguish? Let’s be frank, whether they know how to do it or not, everybody seems to be using content marketing these days. It means lots of content is being published and distributed on daily basis. There is so much noise coming from all directions that it turns into an indecipherable buzz. The only way you can distinguish yourself from the rest of the crowd is to develop a unique voice.

Develop your own style. Even if it means using unconventional language, as long as you don’t offend anyone and inadvertently offend your customers or clients, go for it.

7. Back up your claims and opinions with verifiable facts

I’m not a big fan of overwhelming my readers with lots of statistics and facts, but whenever you mention facts that are not well-known but are important, try to include the original source that is credible. These days there is lots of talk about fake news. So, while linking to the original source, be mindful of the fact that it is original information and not fake information otherwise the entire purpose of backing up your claims and opinions is defeated.

What I mean is, if I say that if your link appears at the first position on Google search results, it may enjoy 31.35% clickthrough rate (31.35 people out of 100 will click your link) and if I back this bit of information with a credible link like this Hubspot link you will not only believe me you will also appreciate the fact that I do research before making claims.

8. Provide a social interface to your readers and visitors

Engagement these days also means that the visitors on your website or blog should be able to socially re-purpose and share your content. There are lots of tools available that allow people to, for example, tweet some of your best quotes from your website, one of the reasons why recently I recommended using Medium for content marketing. Even a simple commenting facility keeps your visitors engaged as they exchange their views and opinions with you and among themselves.

9. Curate useful, interesting information from other sources

You don’t need to continuously create original content in order to engage your readers. There is lots of interesting stuff on the Internet that you can curate and present it to your readers and visitors. People will really appreciate if they don’t have to scour the Internet in order to find what they’re looking for. Although you shouldn’t base your entire content marketing strategy on curated content (in some cases it may actually work) now and then you can create lists of subject-specific blog posts and articles and compile them into a single URL.

10. Understand how your audience prefers content – format as well as length

Different audiences have different preferences. A network security website may have a different audience than a beauty products website. You will need to understand your audience and write and publish content accordingly. Your audience may also prefer different formats: they won’t necessarily like streams of text. Maybe they prefer images. Maybe videos. Maybe they don’t even like to come to your website and they mostly use Instagram.

These days there is a tendency among content marketers to use very long blog posts – stretching over 2000-2500 words or even more. But if you visit Seth Godin’s blog, almost all of his posts are not more than 150-200 words, and still, his blog is more popular than the blogs of many renowned content marketers and SEO experts. His blog posts are very small, and very insightful. Another thing that I have heard about him is that he posts everyday, even on Christmas.

So, these are some ways you can write highly engaging content for your website or blog. Remember that when it comes to web content the technology that you use on your website to enable people to re-purpose, reuse and share your content is as important as the quality of your writing. Don’t clutter your website with lots of buttons and bells and whistles, but do provide necessary means to make your content socially shareable.

Image source

How to draw maximum benefit out of social media content marketing

Social media content marketing maximum benefit

A content marketing strategy without taking social media into consideration cannot hope to achieve much these days because pretty much everybody uses social media and social networking platforms like Facebook, Twitter, Tumblr and LinkedIn. If you are into consumer goods or something like fashion accessories, your best bet would be Facebook. If you want to immediately provide support to your customer and client base, Twitter can work wonders to your content marketing strategy. If you want to reach out to the B2B market then there is nothing like LinkedIn. So what I’m trying to say is, for every sort of content marketing need, there is a platform available to you.

This Social Media Examiner blog post lists some ways you can increase your influence by strategically posting content on social media websites according to their core users. There are some basic traits that are common to all social networking and social media websites because basically, as the name suggests, they are “social”.

Here are a few things to keep in mind while posting content on social media websites:

  1. Post content for readers, not buyers: When you try to target buyers, your entire tone changes. People on social media and social networking websites don’t want to be bothered by marketers and businesses. They are there to interact with the existing friends and make new friends. They are there to share all the cool things they are doing. If they want to buy a mobile phone, they would like to buy it on their own and then be cool about it, also, on their own.

    Let us use my example. I provide content writing and content marketing services. If I want to target people on Facebook, Twitter and LinkedIn, I won’t constantly badger them with my marketing messages. They will be put off and soon they will start unfollowing me. My best bet would be to raise awareness about publishing high quality content on websites and blogs and what is the benefit of marketing such content. Obviously if they are interested in this topic they will follow me and they won’t mind hearing about this topic again and again. This way, whenever they need a content writer, they will know whom to approach.

  2. Stick to your niche to stand out: If I’m continuously publishing helpful content about content writing and content marketing than people obviously know what I do and what is my expertise. If I go on posting everything under the sun, they won’t be able to make out exactly what I do. This goes for any profession. If you are marriage photographer and if you want people to know that you are available for the same service, you should post lots of content on such photography rather than simply posting cute marriage photographs or cuddly animals playing with each other.
  3. Keywords also matter on social media and social networking websites: I think as long as people use textual cues to carry out searches, keywords are never going to go out of fashion. If someone searches for “business content writer” on LinkedIn or Facebook, they should be able to find someone like me rather than a morning breakfast supplier. Unless these specific expressions exist in the content that I post, how are people going to find me?

    Keywords also make an unconscious impact. When you come across my content and repeatedly read about content writing and content marketing, unconsciously these keywords are continuously stored in your brain and this will ultimately have an impact on your decision when you are looking for a content writer for your website or blog.

  4. On social media and social networking websites it’s important to know what your audience wants: And then post content accordingly. It doesn’t mean if my audience is more interested in morning breakfast suppliers or marriage photographers then I should start posting content on these topics – it means I’m attracting wrong sort of audience and which further means, I’m doing something wrong with the sort of content I’m already posting. This should be changed immediately. I should post content for an audience that is interested in knowing more about content writing and content marketing and more importantly, an audience among which someday I hope to come across my clients.
  5. Use data to add value:
    People love to know facts. They will love to know that 62% B2B marketers prefer to use content marketing rather than knowing that “more and more people are using content marketing”.
  6. Regularly engage with your audience: Content on social media and social networking websites should never be one way because then it defeats the entire purpose. Encourage people to respond. You cannot always do that, but occasionally, ask interesting questions from your audience. This will also tell you whether they are actually paying attention to what you are posting or not. Engaging your audience will make it easier for them to remember you for what you do.

How to create content to engage your prospects

The primary purpose of content writing, content publishing and content marketing is to first, engage your prospects, and eventually, convert them. The biggest challenge, according to the graph published on this link titled “Create content that pulls prospects in” is creating a constant stream of engaging website material. This is the pie chart (I have recreated it to make it look more neat on my website)

Content marketing challenges

The challenges, according to the levels of difficulty are

  • Producing the kind of content that engages prospects/customers: 41%
  • Producing enough content: 20%
  • Budget to produce content: 18%
  • Lack of buy-in/vision from higher-ups inside your company: 12%
  • Producing a variety of content: 7%
  • Budget to license content: 1%

Well this is a revelation that the budget constraint is just 1% of the challenges faced while executing a content marketing strategy.

Coming back to creating engaging content for prospects and customers.

In order to produce engaging content you first of all have to clearly define what is “engagement” vis-a-vis your business. How do you want to engage your customers and clients, what would that engagement mean and eventually to what it will lead? Then you start producing content accordingly. There are two key issues here that are highly crucial in order to produce engaging content:

  • Relevancy
  • Regularity

Your content has to be relevant in order to engage your prospects

Content marketing entails sending out content to your prospects on an ongoing basis. Now, sending out content doesn’t mean that they are automatically looking forward to it. They need to want it. Why would they want your content? It solves their purpose. Nobody is interested in hearing from you for sheer love except for your mom or your smitten girlfriend or boyfriend. You have to deliver them content that solves problems. You have to deliver them something that entertains them, informs them, and encourages them to remain in touch with you and engage in conversations whenever desirable.

But how do you deliver relevant content when different people have different tastes?

For that you have to properly understand your audience (your prospects). Why would they want to hear from you? Step into their shoes instead of assuming that they would like to hear from you anyway (because your product or service is so great). The relevancy of your content depends on

  • The product or service you are marketing
  • The format of the content people prefer in your market
  • The regional/indigenous preferences
  • The pressing needs of your readers/visitors

Once you have these things sorted out you can create relevant content for your market.

You need to publish content regularly

Just as quality and relevancy is important the regularity of your content publishing is vital too. You need to be constantly visible only then you can become familiar to your visitors. When you publish content regularly it gives everybody a reason to talk about it and consequently, maintain a buzz around it.

With the right mix of relevancy and regularity you can create engaging content that encourages your visitors and your friends and followers on social networking websites to engage in conversations with you and establish long-term relationships that eventually may turn into business partnerships.