With the help of our CMI contributors, we’re tackling how to make content more engaging, which was the biggest challenge identified in the new research about B2B Content Marketing. Last week, our contributors answered the question, “First things first – what does engaging mean to you?“
This week, our contributors answer the question, “How can marketers make content more engaging?”
– Shelly Bowen (@shelbow) |
|
|
|
|
|
We talk a lot about this in The B2B Content Marketing Workbook. |
|
You need to engage their brains by appealing to their emotions. Here’s an emotional pathway of content written for results, from start to finish.
|
|
|
|
|
|
|
|
Organizations should also pay attention to video in that it is a medium that combines the power of traditional branding methods, but also works towards humanizing the business and creating connectedness between all levels of employees and their customers. – Nate Riggs (@nateriggs) |
|
|
|
|
|
Oh, but about that content: nothing beats finding the human angle and sprinkling your copy with detail that speaks to (engages, one could say) human senses. Also, insert a little humor here and there. It doesn’t have to be laugh-out-loud funny; but it needs to be warm and real. Loosen up and let people see the human behind the pen. |
|
Can you “walk in your readers’ shoes” to better understand them? Can you identify individual reader and buyer personas so you can customize the recommendations and wisdom you offer in your content? Do you know what terms they use to refer to your product or service? How is your product or service relevant to them given where they are in the buying cycle? Making content more engaging requires careful, thoughtful and active listening so you can anticipate needs and questions and uncover patterns. The more you do so, the better you can craft uniquely engaging perspectives. Don’t forget to check your ego and company- or product-centric notions at the door so you remain open to engaging with your readers. |
Summary
Just as there is no single definition of engagement, there is no single way to engage with your audience.:
- Focus on what is important to your ideal reader, which is often different than what is important to your business.
- Actively listen to your audience and respond to their needs.
- Create buyer personas to capture key information about your readers.
- Try to connect with your readers emotionally.
- Deliver your content in different media as people like to receive information in different ways.
- Make sure your style is straightforward – avoid jargon and empty or overblown language.
- Show the human side of your business.
- Tell a story.
- Ask questions.
- Don’t think about engagement as a one-time exercise. Provide useful content consistently.
I’d love to get your thoughts. What else can content marketers do to make content more engaging?
If you want to get more tips on how to make your content engaging, stay tuned to our posts on Tuesdays. Even better, sign up so to get all of our content marketing how-to articles.
Other posts in this series:
- More Than 20 Tools to Measure Content Engagement
- Want to Develop Engaging Content? First Step: Understand What Engaging Means
- How to Measure Engagement
- 13 Examples of Content that Engages