How to Create Exceptional Content That Engages Your Audience

Posted on November 10, 2020 by Bold Eye Media

To create engaging content can be similar to painting a masterpiece–it takes time, patience, thoughtfulness, research, diligence, and plenty of do-overs. Selling your content on either a website, promotional material, or through influential social media channels is one of the most widespread avenues in reaching your audience. Engage with a purpose and do so in a timely manner.

But how and why? It’s not rocket science that innovative messaging can place your website at the top of a Google Search and keep the user clicks continual, however writing words and branding a voice is another matter altogether. A classy website with engaging content requires timing, simplicity, directness, and the ‘why’ of what you do.

Small business owners are particularly challenged due to limited budgets and hiring the proper personnel to craft an eye-popping website. Typically, contracting a copywriter, content strategist, and/or content builder outside of the business can be a boon to your bottom line. It may require a larger upfront cost, yet the final product will prove to be a successful outcome. 

Finding your voice through the written word can be adventurous, and once found in the world of content creation, the rewards far outweigh the obstacles. Let’s examine the essentials on how to capture your audience–and hopefully–keep them engaged throughout the world of artistic content. It’s not for the faint of heart, however these three things are necessary for a stellar website:

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    What Is Engaging Content

    Hook your audience in

    Once you know the scope of the project, do your research on the topic, sit down to compose the content, and remember, the very first sentence HAS to reel in your audience. Try not to make it too wordy or embellish beyond measure, but DO write a flowing–and grammatically correct–line that ushers in the launching paragraph and propels the reader to keep their eyes glued to your words.

    This is referred to as “the hook.” If the initial line of your content is mundane and rather dull in scope, chances are your reader will pass on the entire article or website. Introduce the focus of your brand, show how what you’re about to create within the body or the message is something of value, and hook in their excitement.

    Your hook is what gets people interested in what you have to say or what you have to offer. It’s one of the finest marketing tactics used by content writing professionals. The words you use to communicate to the audience is akin to headlines or subject lines. These first words need to wake people up, so much so that their attention doesn’t drift off the page.

    Giving your audience a gotta-have-it benefit has to include a promise of some sort, or a specific attractive offering that allows them to think “This is what I’ve been needing all along.” Make the hook juicy enough to captivate without giving away the farm. That’s what the body of content is for– to promote, inspire, educate, and sell.

    Use a contrarian approach. Make a statement of a universally accepted concept, then go against conventional wisdom by contradicting the statement. For example, a market trader starts by contradicting the commonly held advice of buying low and selling high. He says: “It’s wrong. Why? Because buying low typically entails a stock that’s going in the opposite direction—down—from the most desired direction—up.” This is a provocative opening that engages the audience right away. ”


    The overall messaging

    After the hook has been successfully established, really delve into the body of the piece with sensationalism, genuine empathy, and even storytelling. Every reader wants to feel that tug on their heartstrings, no matter the subject of the content. If you’ve outlined your brand in the first paragraph, the overall message is then to explain–with clarity–what it is you’re marketing.

    Create a storytelling type of landscape with the content. Weave in pertinent links that can be used for reference, give a back history to the ‘why’ of the story, and bring forth the main component of the copy that captivates and doesn’t let the reader go. Storytelling isn’t simply used in novels or vulnerable memoir-type blogs, but in professional circles as well.

    A smart business content writer knows how to craft the overall message to the point where the reader’s attention is gained, their interest is peaked, their desire is stimulated, and they follow through with actionable steps. Every piece of copy has to serve a function within this style of formatting. If so, the result is absolutely dramatic and compelling.

    Time-tested formulas take some doing, however, and this isn’t to say that creating exciting content has to be stuffed with SEO (Search Engine Optimization) words in order to keep your audience from drifting away and getting distracted with other seemingly random things. Strategize and organize, these are two critical–and initial–steps to perform even before you begin to type. Create an outline of how you perceive the body of your message to be displayed.

    In doing so, you’ve nurtured a relationship with your audience with content that shows your style, who you are, and what you believe. Whether a landing page, a press release, a sales letter, or writing an email campaign, offering your audience interesting words that they can relate to will ensure your overall message is well received.

    Small Business Blogging

    A Call to action

    Here’s where you summarize everything within the content’s body. The call to action can be–if not–just as important as the initial hook into your marketing strategy. You’ve already persuaded your audience to read, digest, and possibly buy what you’re selling on your website.

    Now, call them into clicking onto a business website link you’ve provided. Or give them a telephone number and email to contact, in case they need further information. This is the final curtain call to seal the deal. Show them how to “learn more here” and they’ll definitely oblige.

    You’ve exhibited the empathy and have connected to what they need, the moment has arrived to summarize your mission and intent, add in a few healthy highlights of what you’ve already discussed, and get your audience to help your business grow. Influential writers and social media mavens can be vital here, if you choose to add them into your scope of content marketing.

    Remember, the final text of the final paragraph has to be exciting, stimulating, and purposeful. Hire well, have your writers get out there and use their imaginations, and let them create engaging content that attracts customers to your website and won’t let go.

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