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5 Key Steps to Creating Engaging Content

In the current competitive market, many marketers are actively investing in engaging content marketing to retain existing customers and attract new prospects. Creating engaging content will help to showcase your business in the best light, attracting your target audience and accelerating your performance. Devising a clear content plan with your business objectives in mind is paramount for allowing you to map out your long-term strategy. This will ensure you meet your targets, whilst capturing the attention of the audience that matters most. We’ve suggested five key points for creating engaging content. By following these tips for your inbound marketing strategy, you will lay the foundations for strong engagement, achieve your business objectives, increase brand awareness and drive traffic to your website.


1. Personalise Your Brand with Engaging Content

Tone of voice is extremely important in content marketing to create meaningful experiences for your target audience. Your content should be clear and address your audience directly, using an appropriate tone to suit your readers and the context. This tone of voice represents your brand’s values and personality, so maintaining a consistent tone across all your platforms will ensure your brand is recognisable. This familiarity and authenticity will enable your audience to connect with your brand and secure strong relationships. Through posting regularly and providing your audience with a consistent flow of engaging content with an identifiable tone, you will ensure you remain relevant and memorable. This will elevate your online presence and increase brand awareness. 


2. Keep Up With Industry Trends

Being aware of the continually shifting industry trends is vital for creating engaging content that is useful and relevant for your target users. By sharing the latest insights and being forward-thinking, you will retain your customers’ attention and provide valuable, engaging content that will successfully drive traffic. Utilising social media platforms to their full potential by posting engaging content regularly and using trending hashtags will also showcase your brand as a reliable and trustworthy source to build a strong consumer base. 


Researching fast-moving terms to inform your content will enable you to connect with the right audience and increase your business’s visibility. By keeping on top of industry trends and posting optimised, relevant and engaging content regularly, you will rank highly on Google, stand out against your competitors, increase brand awareness, and grow your customer base.


3. Engage With Your Online Audience

Creating engaging content and being responsive as an organisation will ensure you remain relevant. Communicating with your online audience through asking and answering questions, responding to comments, and sharing posts on social media will allow you to nurture trusted relationships with your audience and accelerate your performance. Building a community through this two-way conversation will keep your target audience engaged and keen to learn more. Being aware of your audience’s online journey and their motivations will also help you to craft content aligned with their preferences. Using insights about how each post performs will ensure you produce engaging content that resonates with your target audience on the platforms they visit frequently, to optimise your success and increase engagement. 


4. Tell A Story

Making sure your content is entertaining and original will ensure your online presence has longevity. Understand the audience you are writing for to deliver more effective and personalised engaging content, using language which resonates with your target audience. Blogging is becoming a popular channel for increasing business visibility and driving traffic to websites. By including share buttons on your blogs and posts, you will encourage your audience to increase your brand awareness and reach. Researching high ranking keywords will also increase your performance on Google and grab your reader’s attention with insightful and engaging content to put you ahead of your competition. 


Your content must display more than the products and services your business has to offer, so dive deeper into your unique selling point. What are your business’s values? What do your colleagues enjoy the most about your brand? Ensuring your engaging content is unique, personalised, and concise will immediately spark your customers’ interest and encourage them to engage with your brand. 


5. Integrate Visuals Into Your Engaging Content

A picture paints a thousand words. Instagram, along with other networks, is a highly visual platform and one of the fastest-growing social networks with over 25 million business profiles. Adding visuals that relate to the topic you’re discussing will break up and enhance your engaging content to capture your audience’s attention. You need to be creative and original to generate this engaging content. Use animated images, record high-quality podcasts, post video content on YouTube or create informative infographics to illustrate current industry trends. By integrating your business’s branding into your visuals, using consistent fonts and colours, you will remain recognisable. Showcasing your originality with high-quality visual content will present your business in the best light.


Applying these engaging content tactics to your marketing strategy will captivate your target audience and turn objectives into tangible outcomes. By monitoring engagement with social media analytics tools such as Hootsuite, you can continually measure your content strategy and track your performance using engagement and conversion metrics. Monitoring metrics such as your reach, retweets, comments and clicks will help you to understand which networks your audience visit frequently and identify which types of content have the largest engagement and impact.


Here at Mantra, our content team knows how to create research-driven and engaging content to grow a trusted target audience and present your organisation as a knowledgeable source. Get in touch for content creation which will elevate your online presence and drive traffic to your front door.