How to Create Compelling Content

Every marketing team is tasked with creating compelling content. Whether through blog posts, videos, podcasts, infographics, or e-books, the mediums available to create content are seemingly endless. But while everyone talks about compelling content, not many know how to articulate it. After all, what does “compelling” even mean?

At its core, compelling content is really any content that captures the interest of a target audience in an entertaining fashion. Compelling content encourages an audience to seek out more. More blog posts, more-ebooks, more videos, until they have exhausted every corner of a website or social media channel for every scrap of information they can find. After all, the goal of content marketing is to entice visitors to learn about who you are and what you have to offer.

Tips for Creating Engaging Content

Listen to your audience

As the saying goes, the customer knows best, so listen! Look into the questions they ask customer service representatives or on social media and identify trends. Conduct market and keyword research to find out which topics your users will find intriguing. By letting your audience be the guide, you can start feeding them content they love before they even know they want it.

Create a Curiosity Gap

Not only do you need to find out what your audience knows, but you also need to identify what your audience doesn’t know. For example, say you want to write about life growing up in suburban Chicago. One way to frame the article is to make a list of experiences unique to Chicago natives. This way, you will pique your reader’s interest by using experiences they can connect with. 

Be Polarizing

You don’t always have to give the people what they want. One way to get readers to share your content is to push their buttons a little bit. Say something you know half your audience may not like, but the other half will. The idea is not to choose a side but to get your audience to choose sides and engage with each other, while at the same time referencing and sharing your content.

Know SEO

Understanding search engine optimization (SEO) is a crucial part of a successful marketing plan. It’s also integral to creating top-notch content. Know which keywords your audience is searching for and be sure to include these keywords in your content. By maximizing your knowledge of SEO, you can create content that is more appealing and more likely to show up in search engines and direct people to your site.

Developing engaging content that is interesting to your customers is only the first step in helping readers understand your business and its value. You will also need to have a strategy not only to produce high-quality content but also deliver it through appropriate channels. This is where Performance First Marketing can be of service. Our experienced team will work with you to develop a custom content strategy that contributes to your bottom line by making content relevant, authoritative and consistent with your brand voice. Call us at (818) 949-2618 or contact us online to learn more about our services.