Content Marketing: Engaging Content

The online space is saturated with content. There’s an article written on pretty much any topic you can think of (although not necessarily written well). One could even argue that there’s nothing left to say.

Unfortunately, that’s the reality of the digital age. If that’s the case then, is there any point to writing new content? The answer is yes. The key to publishing new content is to stand out.

The truth is, it’s not so much about what you say, it’s about how you say it. It doesn’t matter how many times something has been published on the web. If you can find a way to connect with your audience, they WILL listen.

Let’s look at a few ways you can set your content apart from everyone else’s:

Quality Content

What are influencers saying about your chosen topic? It’s never a bad idea to see what else is being written on a subject matter. This allows you to see what else is out there.

Do you have anything of significance to add? Can you find a unique angle? Take notes and map out a strategy for your content. Go the extra mile and provide your audience with more information than what’s already available.

Take a different stance. Add examples. Tell a story. The more effort you put into it, the higher quality the end product will be. Don’t be afraid to think outside the box.

Read more about this topic:

Bulking Up Content … With Value

Understanding Visitor Behavior – Do They Like Your Content?

Writing for your Website Visitors

Length

In every marketing strategy, content length should be taken into consideration. These days, long form content seems to be all the rage. The idea is that the reader will perceive the value of longer content to be greater. The longer the post, the more value the reader thinks he or she is getting.

In some instances this is accurate, but it’s not always the case. In our previous post, we discussed the importance of a well-defined target market. If you’ve done adequate research, then you should have an idea of what your audience likes.

Are they busy professionals who prefer to read quick posts, or are they information junkies who want a post they can sink their teeth into? Either way (short or long), length matters, and you’ll receive brownie points with your audience if you tailor your content to their preference.

The other option:

If you can’t make up your mind on whether you need short or long content pieces, there is a compromise. Offer a “Too Long, Didn’t Read” version. An example of this can be found at the bottom of our post, “6 Steps Plus One To Take After You’ve Published Your Post”.

Visuals

Content has started taking many different forms. The written word is no longer the main format for online content to be shared. More and more people are turning to social media, videos, and visuals to help their audience absorb content. People can often retain a message better if they have a visual to tie it to.

Don’t be afraid to include an infographic or a memorable image with your content. A visual can strengthen the brain’s cognitive process, making your message stand out from the rest.

Must-read statistics about visual content:

12 Reasons to Implement a Visual Content Marketing Campaign

16 Eye-Popping Statistics You Need to Know About Visual Content Marketing

37 Visual Content Marketing Statistics You Should Know in 2016

Connection

This is by far the most important factor in creating engaging content. One of the greatest methods to achieve this is through storytelling.

The truth is that people aren’t interested in information. They have more than enough of that floating around in their heads. They want to read stories and form emotional connections. You can still sneak information in, but they’ll be absorbing it in a much more enjoyable way, rather than just reading facts.

If you can create a compelling story that your audience can relate to or see themselves in, then you’ll be armed with the most effective tools in your content writing arsenal.

Learn more about the art of storytelling:

Story Telling – Part of Your Brand

Building Your Customers’ Brand – When the Story Isn’t About You

The Personable Business: Creating your Story with Social Content

The only way forward is to create content that is so appealing it can’t be ignored. That’s what your audience wants. So, what are you waiting for? Give them what they want and you’ll have a tribe of loyal followers.