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How to Create Content That Engages Your Audience

Robin Chandler
October 24, 2019

You probably already know why content is so important in today’s marketing world. Across every industry, buyers are searching for answers to their questions long before they make a purchase. This is why inbound marketing works. If you offer creative, helpful content to your prospects, they’ll be more likely to buy from you instead of your competition. Similarly, if your content doesn’t provide the right answers in a way that draws in your audience, you could be losing potential customers.

Here are some tips for creating engaging website content.

Know your audience

Understand what types of content they’re looking for when they visit your website. Present your brand as a thought leader in your industry by researching every topic thoroughly and offering credible sources to back up your content. The goal is to provide high-quality information that your readers will find useful during the buyer’s journey, especially if they can’t find it anywhere else.

To create content that your visitors will love, you also have to appeal to them using a voice that resonates with them. If your content is aimed at other businesses, a professional tone may be a better choice than a casual tone. But if your target audience is general, informal language might be the best way to connect with them on a personal level and build their trust. Readers probably won’t read your content if it’s too technical or complicated for them to understand.

Basically, just communicate with your online audience as you would in person. Talk like a human. You are one, after all.

It all comes down to knowing your audience. If you don’t know who’s looking for your content and the questions they’re asking, you probably won’t create content that engages them. So, it’s important that you have an idea of who you’re marketing to before you start writing.

Find enthusiastic writers

The best way to get others engaged with your content is to engage with it yourself. If a writer is genuinely interested in their topic, it’s easier to write about it and more enjoyable for the audience. A good writer can transform a dull topic into something that anyone can enjoy learning about.

When creating content for your website, try asking people to write about what matters to them in their industry. A writer who is familiar with a topic will likely feel more comfortable writing about it, so you get input directly from the experts.

Knowledgeable, enthusiastic writers can also contribute insights that visitors won’t find from other companies. With the growing importance of content in any marketing strategy, it’s difficult to find topics that others haven’t already covered. But if a writer shares their unique perspective about a familiar topic, they’ll offer more value to their audience. This helps set your brand apart from your competition and demonstrates your thought leadership to your audience.

Make the content interactive

Sometimes, reading page after page of text isn’t enough to motivate your audience to make a purchase. Creating interactive content is a great way to keep visitors focused. This includes clickable graphics, forms, polls, calculators, social media sharing icons, and comments, among many others. Using these interactive elements to present the information on your website keeps visitors interested and prompts them to engage with your other content.

Interactive content can give your visitors a personalized experience. Anything that offers custom results helps your audience connect with your brand and have a more memorable experience. This could also allow your business to capture and analyze user data to determine a more effective marketing strategy.

Keep it short

Long paragraphs of writing can overwhelm readers, no matter how informative that content may be. Break up large chunks of writing into smaller sections, limiting paragraphs to five to seven sentences. You can also include images, videos, pull quotes, or other visual content between text to keep your reader interested and make the words easier to digest.

But be careful not to sacrifice quality for quantity. Website content should be concise, but it should still contain the information your audience needs. If you cut down writing for length, be sure the right information is still there. Without it, the content doesn’t serve its main purpose.

Consider multiple ways to deliver the same content

Brainstorm creative ways to repurpose your popular content. Just because you write about a topic doesn’t mean you can’t talk about it anywhere else on your website. Your best content shouldn’t fade into the background as you add new content to your website. Instead, you can use it as a springboard to create additional content that helps to guide potential customers as they make their buying decision.

Tell a story

Businesses should be transparent. Talk about how your brand stands apart from the competition. Try asking your content creators:

  • What can customers get from us that they can’t get from anyone else?
  • How have our products or services made a difference?
  • Why should customers choose our brand?

Allow your visitors to make a human connection with your brand, and they’ll be more likely to engage with your content and make a purchase. Your brand story highlights your commitment to your vision and the message you want people to get from your brand. You should show the impact your business has had on customers in the past. Your potential customers should become characters in your story, and the job of the narrative is to convince them that their buyer journey should end with your company.

Using these tips will help you create content that engages your audience, allowing them to connect with your brand as they move along in the buyer’s journey. Because creative, insightful content plays a huge role in modern marketing, creating this connection is what will help convert prospects into leads and leads into customers.

Read the Essential Guide to B2B Marketing for Manufacturers

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