As the need for more and more content becomes increasingly obvious, the quality of that content begins to suffer. To put it bluntly, the vast majority of marketing content is complete and utter drivel. Creating content that promotes consumer engagement and turns interest into leads or sales is something every marketer strives for. Following these simple steps, you can transform your once boring drivel into content that works for you.
For most content that is put out, there is nothing that really communicates that value to consumers and that’s why they won’t engage, because what will they gain? Like it or not, you will never get something for nothing, so provide something for the reader and let them know about it. Only then will they engage. Take the name of this blog as an example; if it were to be named “Content creation increases, but marketers see a decrease in engagement” would you have opened it? I wouldn’t and I wrote the thing. That title is a point of view but it tells me nothing about why I should open it or even continue reading.
The intention of any content should be to inform and educate your consumer, but for any business owner, it ultimately needs to sell the product. Most content is not created with this in mind; writers will think about the content and getting consumers to click on it, but don’t think about what the consumer will do once they’re finished reading or viewing – the opportunity to convert interest into a lead or sale is lost. Creating a compelling CTA and encouraging consumers to engage with you is the key to converting that interest into tangible leads, something we discussed in detail here.
Sure, creating great content that people want to consume is one thing. But even great content doesn’t sell itself. Successful promotion requires you to communicate the unique and compelling value of the content you are creating at every opportunity. Creating engagement can seem confusing but following these steps can help create content that people actually want to engage with.