We’ve written at length in the past about how in the modern era of digital marketing, content is king. However, it’s equally important to understand that the chasm between acceptable content and high quality, engaging content is a deep one, indeed.
It isn’t just about filling your website and the other corners of the Internet with as much content as humanly possible. Each piece of collateral that you create needs to bring something to the table of raw, genuine value that your audience members just aren’t going to be able to find anywhere else.
Essentially, if you go out of your way to give your audience content worth engaging with in the first place, they will – end of story.
To that end, if you really want to make sure that your bases are covered in terms of creating engaging, quality content, there are a few key tips you’ll want to keep in mind.
Diverse Content is Engaging Content
Maybe the number one rule to creating more engaging content involves leaning on the principles of diversity whenever possible.
Nobody is saying that you shouldn’t pour your heart and soul into creating as many 1500 word, high quality, helpful and informative blog posts as you can. But if you ONLY create 1500 word, high quality, helpful and informative blog posts, you’re going to pigeonhole yourself pretty quickly. That is going to become the only thing that people expect of you and once that happens, if they’re not in the mood to spend a decent chunk of time digesting a massive blog post, they’re going to go somewhere else for the validation they seek.
The best way to make sure that doesn’t happen is to switch up your efforts as much as possible. Do you have a particular idea that you feel like you can’t turn into a blog post because it isn’t “meaty” enough? Maybe you can use a tool like Visme (which I founded) to turn it into a flyer instead.
Or how about that idea that you feel like is just far too unwieldy for a blog post to begin with? Maybe pull out as many of those words as possible, throw in some stunning visuals and turn it into a presentation instead.
Video is also the way to go more often than not these days – if you have an idea for a piece of content that CAN be turned into a video, it SHOULD be. You can even use a service like Uscreen to get that video out to the widest possible audience by way of branded apps and other techniques that will allow you to monetize your efforts almost immediately.
It All Comes Back to Your Voice
Equally important is the concept of your voice – that little slice of your own personality that is on display with everything that you do, whether it’s in the form of a blog or a video or even something that barely has any prose at all like an Infographic.
Do you know how you can watch an Aaron Sorkin TV show or movie like “The West Wing” or “A Few Good Men” and immediately recognize it as his work just from the dialogue alone? And then if you pop on a show from a writer that doesn’t have a voice, you barely ever think of the script at all? That’s an example of just how powerful a voice can be and it’s why you need to find and hone yours as soon as you can.
The most engaging types of content all have incredibly specific delivery techniques, regardless of the ultimate format that they take. Finding your voice is likely going to require a bit of experimentation. You need to think about your personality as it relates to your brand, what you’re trying to convey as it relates to your audience and more. Maybe your voice is very concise and professional, maybe it’s a bit on the flowery side.
Regardless, once you find your voice, you’ll have a major advantage on your side in that people connect the author with the content in an intimate way. When they begin to like the content, they begin to like YOU as a person – something that builds loyalty and advocacy across the board.
These are among the many reasons why engagement should always be one of your top priorities in terms of all of your marketing efforts in the current climate. Once you’ve taken steps to emphasize engagement at all times, people are just as interested in the people behind the brand as they are in the products and services at the front of it – all of which spells very good things for your company in the future.
About the Author
Payman Taei is the founder of Visme, an easy-to-use online tool to create engaging presentations, infographics, and other forms of visual content. He is also the founder of HindSite Interactive, an award-winning Maryland digital agency specializing in website design, user experience and web app development.