Creating Engaging Content

Bill Gates said “Content is King” back in 1996, but there is a reason people still talk about it today. All marketing content must be relevant and engaging to receive results: likes, shares, comments, retweets, favorites, clicks, views, and sales. The better the content, the better the results!

Over the past 6 years I have watched a lot (I’m talking a lot) of webinars, presentations, and videos and have read hundreds (possibly thousands) of pages worth of tips and “secrets” for producing engaging content. Some were great, some can only be applied in specific situations, some are now outdated, and some were a downright waste of time.

So, to save you all an incredible amount of time and money (you’re welcome), here is a summary of the best advise and tips I have ever received that can be applied to ALL marketing content. Follow these “rules” next time you are developing content for your website, print marketing materials, email campaigns, and social media posts.

Top 10 Ways to Create Engaging Content:

  1. Think before you write – what is your WWWH?
    1. Who is the audience
    2. What is your goal
    3. What is the key message
    4. How will we convey the message
  2. Words + Picture > Picture
    • All posts should include a photo, but never just post a photo
    • They should compliment each other. The photo shouldn’t make sense without the words, and the words should be incomplete without the photooreo 2
  3. Take the time to make it as short as possible
    • If I had more time, I would have written a shorter letter” – Abraham Lincoln
  4. Think about the tone – marketing should be light and friendly, not a lecture
  5. Focus on your audience – have a conversation with your people (See Targeting: What not Who post)
  6. Don’t too light. Only break the “grammar rules” when your audience won’t notice
  7. POP
    • Whatever you write should POP
    • If it doesn’t POP – then POOF – delete it!
  8. Simpler is better
    • Learn what your audience wants to hear, then simplify it.
    • Cut out what they don’t need to read to get the main message, respect your audience, then make it POP
  9. Avoid SNAGS
    • Selling before you connect
    • Nail down the wrong audience
    • Acting like a genius – be humble!
    • Getting more than you give
    • Sounding snarky or bouncy – just be calm, enthusiastic, or friendly
  10. Noise does NOT equal success!
    • For example, Facebook says businesses should post at least three times a day – every post should be valuable!
    • Noise is a GREAT way to seem annoying and reduce your database
    • If you tell yourself that you will send 3 emails to your database every month, but only 1 or 2 of them seem to be driving results; it might be time to rethink your strategy