March 4, 2016

The keys to creating content people actually want to engage with

Find that your consumers are not engaging with the content you’re producing? Learn how to create content consumers want to engage with.

Create Content Consumers Want to Engage With

Learn how to create content consumers want to engage with in our latest post:

Posted by Surf Pacific on Wednesday, March 9, 2016

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.

  • Title your content to drive engagement: The majority of titles do a good job of describing the content that is to follow, but doesn’t convey any form of uniqueness or information that is anything more than a broad summary. Your title needs to sell your content, even without any other descriptive copy. The title to your content is what is going to draw readers in and create that engagement we as marketers so desperately desire.
  • Communicate the educational value of your content: We have discussed the importance of education based marketing in the past here, here and here. Audiences will always want to engage with content they expect to learn something from (don’t you love watching those “how to” cooking videos companies like BuzzFeed are always putting out? Seriously watch them, I can’t get enough). When promoting your content it’s important to stress the educational value you’re providing; describe each piece of content in terms that communicate what they will learn or gain from this email, blog, e-book, video or any piece of content you produce.

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.

  • Ask people to engage: So you have created some amazing educational content, you’ve demonstrated the importance and value you have provided and come up with an amazing and engaging headline – congratulations, that’s step one! Creating great content may get your article or email read, or people to watch your video but that doesn’t get them to buy your product. Capitalize on the momentum you have created through your great content by including a Call to Action (CTA) which will guide your consumer in the direction you want.

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.