"The Art of Engaging Content: How to Keep Your Readers Glued to Your Message"
Updated: May 22
"Content is King, but engagement is Queen...and the lady rules the house" - Mari Smith.
Here's the thing:
I never realized that my ability to write compelling copy...was a "gift".
Bear with me.
For a large portion of my life, I was a trainer, lecturer, and course developer-but in an industry (aviation) where a lot of my writing was "technical"- based on a lot of research into regulatory requirements (referred to as "standards and recommended practices") - and which was arrived at from constant training and re-training...
In other words, writing was my "Bread and Butter".
But somehow, in 2021 when I became a full-time #founder - I hesitated.
It took the confinement of a global pandemic-and the loss of over 22 of my dearest friends and associates, to find my "groove".
But when I did...and when I realized that content-Video, Blogs, Vlogs, Emails, Articles and Newsletters-were based on "conversations" - "convos" between me and my "ideal" client" - I leaned all the way in.
So now that I've shared my story-how will "engaging content" help your "qualified" clients "stick and stay"?
1. Know your audience:
I often tell people-I don't write for everybody- I write for women who are "Fed up and frustrated" at where they are-and are hungry for change.
Before creating any content, make sure you know who your target audience is.
This will help you tailor your message and tone to resonate with them.
"You cannot buy engagement-you have to build engagement"-Tara-Nicholle Nelson.
2. Tell a story:
Everyone loves a story-our childhoods are filled with them. You want to keep your clients "glued" to your content? Start telling stories! The best of these are those of the "superhero"- people who pushed past their challenges-and won!
These stories helps your audience connect with your message on a deeper level - and remember it more easily.
3. Use visuals:
Don't you just hate a blog/article without pictures? I know I do. Using visuals-images, videos, memes or infographics, amps up attention - which makes your content more appealing.
...it also helps break up long blocks of text.
" The paradox is - the more info you give away - the more people will buy what you have to give"- Brian Clark.
4. Be informative:
Don't forget this for a second - your "ideal" customer/client is looking for a "Solution" or a "Transformation" . Your #1job in content creation is to give them a peek into what this can look like. To do this, make sure your content is informative - and adds value for THEM.
When you're doing this, they'll be more than willing to engage with (and share) content that's teaching them "something new" - or helping them solve a problem.
5. Be authentic:
Last year I had one of the biggest surprises on LinkedIn - a post that went "viral". Funnily enough, I didn't know I was going to write it-until I wrote it.
I also didn't know I was going to post it - until I posted it.