How to create more meaningful & engaging content

– How to create more meaningful & engaging content –

 

Content helps brands to bring exposure, which leads to new leads and customers. Ask any digital marketing expert what is the best method of online marketing, and they’ll swiftly tell you that content marketing is the one to look out for.

Such advice has certainly been in the circulation of digital marketing for many years already, though it seems that it has taken a lengthy amount of time for many to understand the true implications of content marketing, and the kind of value it can hold for business growth, and brand message strengthening.

If we look at content being used in advertising, it’s clear that there’s a huge shift happening in the way that advertisements are going to be presented in the near future — it is estimated that the global use of ad blockers for mobile devices is going to reach more than 430 million active users this year alone, a number that is going to account for billions of dollars in losses.

 

 

Advertisers are already dreading the low conversion rates for mobile devices as marketers try to innovate new ways of promoting their products, but one thing is clear — content is going to gain more traction as a method of promoting and advertising products using content directly.

Whether that will be done through direct promotion, or through an intelligent approach to crafting engaging content, that will be left up to the marketers themselves.

How to add meaning to your content –
Moz did a case study on how adding more meaning to your content can increase traffic by up to 57% — the process of adding more meaning includes updating older content with fresh perspectives, being more mindful of keyword usage, and enhancing the design experience for easier content consumption and digestion. Continue reading to learn more about the ways you can add more meaning to your content.

• Intentional content — whenever we do something with an intention, we can expect a certain result in return. So the same applies for creating content, if your intention is to help educate others in a particular field, then ensure that you’re sticking to this intention throughout. In content, it helps to stick to what is essential and avoid fluffy information that would otherwise confuse the consumer.

 

• Write for one person only — writing for everyone is easy because ideas can be generalized, yet when we’re trying to help a single person only we can be more thorough in our approach of explaining particular aspects of our ideas, and really focus on giving rather than receiving back. Perhaps it is a customer that asked a specific question, or you could just set the intention to write your content as if you’re writing it for a specific person alone. Try it, it works!

 

• Make customers a part of it — if part of your strategy involves promoting your product and talking about its capabilities, it might be helpful to integrate existing reviews and testimonials from customers who’ve had previous experience with your product already. This way new customers, and readers, can better understand how your product is being used, and whether it applies to their problems at that time.

Little steps make a big difference, so don’t be afraid to try different techniques and feel out the situation for yourself. Maybe ask yourself, members of your team, how you define the meaning and what it means to you.

Creating engaging content effortlessly –
Engaging is a broad term, and could mean something as simple as having the reader leave a comment after reading a particular piece of content, or it could mean that the reader goes from being a reader to a fully subscribed paying customer.

The essence of an engaging piece of content is that it feels authentic and captivating, to the point where readers want to finish reading it. To give you ideas and examples of how engagement can be added to your own content, follow the ensuing steps.

• Be visual — a good substitute for the lack of attention that the average reader has nowadays is visual content. This includes raw video material that describes your topic of choice, and also static digital graphics that might compliment your underlying message. Researchers found that colored visuals increase people’s willingness to read a piece of content by 80%.

 

• Be generous — apart from blog posts, other forms of digital content include eBooks, case studies, white papers, slideshows, etc, — all of those formats are great for collecting readers details (name, email) and getting them onboard with the message that you’re sharing. These freebies can be weaved into the content to become a part of it, rather than seem like an external resource.

 

• Be resourceful — having experience in your own field of work is great, readers can naturally recognize authentic passion and appreciate your original expression of knowledge, though being able to understand the latest research and case studies in your particular topic / niche is another great way to reassure your readers that you’re serious about the work that you do, and inherently such content displays signs of quality and value.

 

Try to avoid getting caught up in marketing schemes and tricks that promise better results, not to mention being overly concerned with how search engines perceive your content, the number one priority for content should be its authenticity and level of usefulness for that specific topic or category. Meaning and engagement are achieved through expertise which is easily conveyed to others.

 

Blog Contributed by Alex Ivanovs

Alex Ivanovs is a technology writer who helps to maintain Colorlib — a growing community of WordPress enthusiasts.