How to Make Content That Engages

Customer engagement is definitely the name of the game when it comes to the promotion of a business. There was a time when customer engagement was not super relevant (like 10 zillion years ago), but that has dramatically changed. 

The internet has made it vital for businesses to develop their own strategies to connect with their customers, whether locally or internationally. So while business owners and global marketers now have more to do, the internet also provides them with the tools needed to reach wider audiences. 

Here’s a simple guide to help you create the effective content your company needs.

Meaningful Content Is Really the Key

Online users are looking for meaningful content when they search for information on the internet. You need to create content that is unique and useful so that the online community you’re attempting to reach actually begins to care for what your business has to offer. It goes without saying that the content you create has to connect to what your business sells.

I totally get it though, it’s hard for business owners to give up information regarding their business offerings, especially if that information helps customers cut out the business and do things on their own. While business owners may fear that this kind of content will hurt their company, this is generally not the case.

The Content Marketing Institute reinforces, “you need original content. You need to give something that actually means something. Everyone else in your industry is probably giving fairly similar things, so giving something truly original is key.” There may be a few online users willing to use the information to do things without your help, but the majority of people are just going to trust your company that much more.

Keep an Ear to the Ground, Socially Speaking

The content you create gives you the opportunity to keep your business current. When you create content, you are taking the wheel and driving the conversation in the direction that you want. One of the ways you can do this is by engaging in social listening, which allows you to learn about new social trends. Podium explains, “social listening is when a company purposefully monitors social media channels for information related to their business. This can be anything from information about their brand to customer satisfaction. It is learning about your company with a purpose in mind.”

Social media gives you the chance to see into the minds of your customers and learn about the kinds of technology and trends that are driving their decisions. Fundera recommends, “look at hashtags, research what people engage with, customers or potential customers may not always “@” you, but you can watch what they’re doing and learn valuable information.” Knowing this information gives you the chance to create content that can link your company with whatever is trending with your intended audience. Keep in mind that global trends do not always sync up, so it IS okay to create content that is country or region-specific if you have the time.

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Create a Good Read for Your Readers

boring content that's long

It’s important to stay topical and create content that relates to your business, but you also need to come up with the kind of content that people want to read (or watch). Online readers have a lot of choices, so you need to do your best to ensure that they have a reason to stay on your page. This means you have to write, or have a professional write, content that excites online users and sets you apart from your competition.

There are a number of ways you can make exciting content. For example, you can inject a little personality or a voice to what your company produces. Consider adding stories to your content if possible. Whatever you write, remember that length is key, since online users lack the patience or attention for long content… This again, is totally dependent on who your target audience is.

These are just some of the things you should consider as you begin to churn out content for your audience.

Pay attention to the content that gets you the most attention and use it to guide the rest of your pieces!


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