A 5-Step Guide to Writing Engaging Content for Your Business



Have you ever thought about writing engaging content?

Chances are, you have, but you never paid much attention to it.

Do you remember any Pinterest Infographic on content marketing, or a tweet on writing content, or a YouTube Video on writing a helpful blog post?

Let us explain the context of discussing the importance of writing engaging content for your business.

The written content on the web has never been this important in the past few years.

As the internet and social media are maturing, the dynamics of marketing are changing accordingly. The attention-shift of consumers from radio, television, and billboards to smartphones, Social Media, and on-demand content is significantly relevant to modern-day marketing.

The exciting part is that marketing is still the same art of getting attention but through different mediums.

The internet, however, provides an opportunity to put out various forms of content such as text, audio, video, and picture, which eventually helps marketers leverage the content for the better.

How to write engaging content

We’re going to shed some light on the text content to help you shape your written content from the marketing standpoint.

In this blog post, you’ll learn:

  • How to write content
  • What makes the content engaging
  • How engaging content helps the business
  • How to make content helpful for the readers
  • How to leverage the good-quality content for business growth

We’ll break down the process of writing engaging content into five steps:

1. Specify the Target Audience

It’s a fundamental requirement to know before creating content for engagement.

How would you reach out to the right audience if you don’t know who they are?

For instance, are they male, female, below 18, students, single-parent, or small business owners? The demographic information would help you understand the target audience.

You can’t set out on a journey without figuring out where to end up. Similarly, it’s necessary to work on your target audience beforehand.

Many businesses blindly start pushing out content on their websites without genuinely understanding the prospective audience. It’s highly unlikely that the content would perform if you aren’t sure why you’re creating that content.

2. Create a Provocative Blog Title

It’s impossible to this pull this off if the topic you’re going to discuss is pretty darn boring.

You have to come up with an exciting topic to write about if you want to engage the readers. No matter how skilled you are at your craft or how good you are at writing blogs, embrace the fact that people would scroll through the timeline without clicking-through your content if it doesn’t interest them.

When we say the provocative title, we don’t mean “clickbait” in the blog post title, anyway.

Instead, a provocative blog post title shows clarity, attractiveness, and curiosity in it.

Readers should get curious to check out the blog post when they look at the blog post title whether it’s on social media or in the newsletter.  So create a blog post title that pushes people to take action instead of scrolling through unnoticed.

3. Use Easy-to-Understand Wording

You might not want to trip people off with your fantastic vocabulary.

If you want to put your vocabulary to good use, go easy on big words. Instead, try to use common words that are easy to understand for everyone.  One of the essential elements of business communication is understandability. Your strong words won’t matter if the audience doesn’t know what’s going on here.

Many pro-bloggers teach and preach the same thing; if you check out Problogger, a popular blog on “blogging tips” uses understandable (English) language. Copyblogger does the same thing.

4. Hook Your Readers to Keep Reading

One of the core ingredients of writing engaging content is hooking your readers to the content.

It means how readers stick to your content once they start reading it. To make that happen, not only do you need helpful content, but you also need examples and stories.

Have you noticed that top bloggers and influencers in online marketing use screenshots and outbound links to explain their points? They do this because it helps them convey the message to you as well as they want to keep your attention intact.

Examples and stories are great when it comes to creating a hook with the readers. People can relate to others when they hear stories.

As a content writer or blogger, you must be infiltrating your content with stories and examples that resonate with the topic.

5. Solve a Problem with Your Content

Solve a problem

If you want readers to engage with your content, then make sure you’re trying to solve their problem in the first place. Otherwise, they won’t be interested in giving their time to your write-up.

Hundreds of thousands of blog posts are being published every day – this space is kind of noisy. So you better come up with a plan for solving a problem of your targeted audience.

If you’re a business, ensure that your content is aligned with your company’s goals, especially from the marketing standpoint. We don’t want you to start cold selling through your content, but instead, try to build a connection with your readers.

It becomes almost impossible to ignore the content if it seems to be solving your problem. The main question is that how we would know the problem of the audience.

Here comes the step number one again: you must know your audience because you’d be aware of who your audience is and what your audience does; you are likely to figure out what problems they face.

For example, it’s not possible that a social media manager doesn’t know any popular social media sharing tools like Buffer, Hootsuite, or Quuu. The reason is that a social media manager is the one who needs such tools.

So pay close attention to solving the problems of your audience through your content.

Let’s Wrap Up

Writing engaging content doesn’t mean your every blog post must go viral, not even remotely close to that.

The purpose of sharing this guide was to help guide you in writing content that matters – a lot of companies and solopreneurs put out content on their blogs that doesn’t stand out. We want you to publish content that is hard to ignore and easy to read.

The next time you sit down on a couch to write a blog post for your company’s blog, remember that you WANT TO SOLVE A PROBLEM not looking out for the search engine traffic.

The secret is that if you somehow pull this off, meaning, you hit the sweet spot, you’d land loads of visitors from various places, including search engines.

So before you leave this page, please answer a simple question:

In your experience what makes content engaging?

Let us know in the comments below.

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