Content Marketing Mastery:
Creating Engaging Content
There is a lot of content online. It’s common for users to search for something and find hundreds of results that can potentially give them what they’re looking for. Since those users could be potential customers, it’s important for businesses to create engaging content that stands out from the rest. Good content marketing that drives customer engagement can provide a significant boost to your digital marketing campaign, and it’s not hard to understand why.
Optimizing your content for better customer engagement can increase traffic to your website. It can also lead customers to take the actions you want once they’re there, such as visiting product or service pages or even making a purchase.
Improve your existing content and continue to create new, engaging content to take your business to the next level. Here are a few tips to help you master content marketing for optimum customer engagement.
What Is Engaging Content?
Engaging content will get people’s attention and encourage them to take action. The type of action you’re aiming for depends on the platform. On social media like Instagram or YouTube, your goal might be to get users to like or share your content with their friends or say something in the comments. If it’s a landing page or blog post, enticing readers to click through to a different page on your website or sign up for your emailing list might be a more appropriate endgame.
Engagement isn’t restricted to those options, as there are many more ways that people can engage with the content you create. The point is to get users to interact with your content because it increases their likelihood of consuming your content in full and moving forward in a way that benefits your business.
How Can You Create Engaging Content?
It’s easy for content to get lost amongst the hundreds or thousands—or hundreds of thousands—of similar pieces of content on the internet. Consider some statistics:
- 7.5 million blog articles are posted daily across the internet
- 3.7 million videos are uploaded to YouTube daily
- 34 million videos are posted to TikTok daily
- 66,000 photos are uploaded to Instagram each minute
Content is available to anyone willing to look for it. Your job as a content creator is to captivate users enough to look at or read everything you have to show them. That’s why you have to ensure the content you put out there gives you the greatest chance of capturing your intended audience.
Engaging content is one of the best ways to do just that. With a few helpful additions to your current content, future content, and digital marketing strategies, you can improve your content marketing techniques by leaps and bounds.
Pair Your Text with Visuals
When people click on your link, they’re often looking for specific information. While this information is often found in the text or the content of a video, it doesn’t mean that those people will make it all the way through. Grabbing and keeping your customers’ attention right from the start is vital. It’ll help to ensure that they continue to read your article, watch your video, or look at your post—and hopefully take action. The easiest way to do this is by adding visuals to your post.
Aside from just having the most helpful and informative text in your marketing content, you’ll want to add some visuals to create the kind of customer engagement you’re after. In a survey of 500 digital marketers, most said they include at least one visual in each published post.
Adding a visual aid to your post can be done in various ways and should differ depending on the platform you’re posting on. Blog posts will benefit from having a photo thrown into the post to help break up the paragraphs. Social media content can also benefit from photos, but adding GIFs or videos to your content will likely increase your engagement even further. These visual breaks will make your text content more digestible to your readers and increase their chances of engaging with what you have to offer.
Add a Call to Action
Content plays an essential part in your marketing strategy, but content creation alone usually isn’t the end goal. Instead, content can be a helpful way to get your potential customers to do things like buy your product or service, visit your online or physical store, or share your post. The best way to achieve these goals is to create a call to action within your content.
A call to action invites your audience to complete the task you want them to. Adding a “share” button to your website is one way to do that, for instance. That button will make sharing easy and encourage readers to follow through.
You can also create a call to action by including a link to a specially designed landing page in a social media post or linking to your service or product pages in your blog articles. Promoting your product and then providing your readers with an easy way to buy, learn more, or sign up for discounts is a great way to get users to engage with your content. Sometimes, all people need is a suggestion to act the way you want them to, so don’t miss out on the opportunity to move your readers in the right direction.
Hire a Digital Marketing Team
You don’t have to be a marketing genius to create engaging marketing content online. Sometimes, in order to master something, you need to devote a team to giving a task the time and attention it deserves. Enlisting the help of a professional digital marketing team like InnoVision could help save you time while also ensuring you’re creating content that leads to the results you’re after. Optimizing content marketing to improve customer engagement is much easier with the right people on your team.
A digital marketing team can use proven content marketing techniques that work well with your specific business. They can also help you build your brand’s image, improve your brand awareness, and ensure that your brand is consistent across all social media platforms. That, mixed with engaging content, can help your brand be memorable in a sea of businesses all striving to reach your target audience.
