“Content” is a word that is thrown around a lot in digital marketing. Much of what you’ll convey in your business will come through in your content writing. When you’re thinking about how to create engaging content, you really only need to do one thing: Focus on your audience.

If you’re going to be featuring content on your website, you want to make sure that it’s stellar. Even more than just content writing, media like video and social media advertising can boost your customer base and increase your search engine rankings.

We’re going to break down what content is, as well as layout five steps on how to write (and produce) engaging content.

How to Create Engaging Content: Five Steps

Any business needs content to get information to users. However, having engaging content takes some effort and planning. By following these five steps, you’ll be a step closer to getting the customers you desire.

Begin with an Audience Journey

The first thing you need to establish is the customers you want to attract. Who are they, and what do they want? Identifying your potential clients

You should also research your customers’ pain points — obstacles that prevent your patrons from getting what they want.

On this journey, you can build awareness of your brand and learn more about your customers. Beyond creating social media posts, look at their comments, and engage with them so you can begin to create organic relationships. When they make a purchase, encourage them to leave reviews. Ask them how they found your product and what made them decide to buy from you.

Segment Your Audience

After you pinpoint common behaviors and interests among your customers, tailor content to different groups of people. This way, you’ll be sure to provide them with information that pertains to each one.

For example, if you’re an online clothing retailer, you can segment your audience based on people interested in dresses, bathing suits, and shoes. The same goes for selling books online or streaming videos: You can classify these by different genres like nonfiction, fiction, documentary, etc.

You can also provide even more information through email marketing. Newsletters can update your customers on the latest happenings in your business.

Use Different Types of Media

Content is usually referred to as writing, but it doesn’t only have to come in the form of a blog or article. It can also come in several different forms of media — video, advertising, social media posts, you name it. Don’t just think about how to create engaging content, think about how to create it.

Video has become an increasingly popular medium through apps like TikTok. Interact with your audience through a live video and have them respond to you that way. Create a quiz for them to take.

Studies show that the average attention span of Gen Z is eight seconds. You have very little time to capture their interest, which is why video can be an attractive medium for your website.

One of the most important tactics when content writing is to use your own voice. Your writing must be consistent with your brand. Using an authentic voice will help you connect with your users on a real level.

Use Influencers and Guest Writers

Expanding your points of view to others who are experts in your industry will bring you a wider range of customers. Social media is all about sharing information from different sources. Make sure your contributors are people who share the same values and align with your audience.

Also, inform your guest writers about what you want them to write about. This will give them a good idea of where to focus their topic.

Have a Top-Notch SEO Strategy

Search engine optimization (SEO) is the process of making your website more visible to search engines like Google and Bing. While engaging content is beneficial to your audience, customers won’t be able to see it without an effective SEO strategy. Use keywords in your content writing that will help boost your presence.

For your content to rank, you’ll need to incorporate SEO aspects like backlinking (links from other websites back to yours) and website functionality.

One thing you can do to improve your strategy is to look at your competitors. See if you’re ranking for the same searches that you are. If you aren’t ranking for them, what can you do differently? Do some research and use the keywords from there in your content writing. This will surely boost traffic for your website.

What is Content?

Content is any information that you convey to your audience. Content is usually referred to as writing, but it can also come in several different forms of media — video, advertising, social media posts, you name it.

When you distribute this content to a defined audience, that’s called content marketing. The ultimate goal of content marketing is to create profitable action, meaning that you’ll get revenue from whatever your website promotes. In content marketing, you’re not just pitching your services or products. You’re providing information that’s relevant, timely, consistent, and useful.

At TDI, we produce all sorts of content for our clients. Our goal is to lead you to better customers who are more loyal to you and are more likely to come back to your site.

Why Should I Aim for Engaging Content?

Engaging content is entertaining to look at and will draw in more customers. You don’t want your content to be boring and plain. Content that comes from authoritative sources will also enhance your credibility. This will make you a desirable information hub for people in your industry. You’re guaranteed to have engaging content if you’re passionate about your topic of interest.

Let’s face it: Anyone can have content on their website. It’s when you know how to create engaging content that will help you make conversions in the end.