Content marketing has always been an important facet of digital marketing. When done correctly, content marketing can boost brand visibility and authority, increase conversions, satisfied customers, and a high ROI.
However, getting to the holy grail of engaging content is getting harder with each passing day. Search engines are tightening the grip on the standards used to define great content, which reduces the impact of content on SEO. Audiences are being bombarded by an increasingly high number of irrelevant and ill-timed content, causing unnecessary distractions for consumers.
As a result, the average consumer has a lower attention span compared to a decade ago, making it hard for them to engage with your content. So, how do you rise above the noise to create shareable and syndicated content for your brand? Read on for some time-tested pointers.
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1. Add true value
Unless you are offering unique products or services, chances are you are competing with hundreds of blogs and websites offering the same thing. For instance, the academic writing industry has exploded over the past couple of years, producing a massive amount of content from essay writers located in different locations across the globe. Therefore, people looking for help with their academic work often end up frustrated by the amount of valueless content circulating on the internet.
So how do you make sure your content stands out? Simple – by being genuinely helpful.
Many content creators often get swallowed by the pressure to produce content that they forget to add value in the process. Provide thoughtful material and practical information like how-to guides that readers can apply in their daily lives. Always look to create content to please your readers and not to entertain the search engine gods.
2. Create a unique and lasting experience
At the end of the day, people often forget about the details in your content but take the experience with them. Engaging content is about creating powerful experiences that leave a unique and lasting mark on the audience.
For instance, include quizzes, infographics, GIFs, and other interactive elements as part of your content. Strive to be “that website with the funny monkey on the home page” or “the video ad on YouTube with the cute kittens.” There are always new angles on content creation you can try to create memorable experiences, even in less creative industries like mortgages and finance.
3. Get the audience involved
Making the audience part of the content is a time-tested method of ensuring content is engaging. Allowing content suggestions and contributions from your audience is a good place to start. For instance, Buzzfeed’s content marketing strategy uses its community section to accept comments and reactions to articles that run on the platform. Unlike the comments sections on blogs and websites, Buzzfeed Community asks readers to give thoughts on specific questions. This helps drive engagement and keeps the audience hungry for more.
Another good way of keeping the audience involved is by creating a competition or challenge that lets individuals compete with each other. To entice them, you can the audience a gift or free item related to your product or service. Apart from helping you create engaging content, contests are perfect for cultivating loyalty among customers.
4. Embrace technology
There is no better way to future proof your content marketing strategy than embracing technology. Evolving technology is one of the big reasons why content marketing is always changing. There are multiple ways you can use technology to create engaging content. You can use different apps to discover content for curation, which frees you up from having to comb through Google to find content to curate.
You can also tech tools to get the most out of your keywords to help you create engaging content. Such tools can help you identify what type of content is successfully engaging your audience and those of your competitors. The data generated using such tools can be used to identify new opportunities for creating content that resonates with your audience.
It’s getting harder to attract and keep audiences engaged via content, thanks to the many distractions the internet has to offer. Therefore, always look to enrich your content creation and marketing strategy to ensure your brand is not left behind. Start with the simple things, like being helpful and avoiding over-optimization for search engines when creating content.