How to Build an engaging content

Nowadays, content marketing is so prevalent that up to 89% of B2B marketers in North America are currently engaged in one or more forms of content marketing. The most common forms of content marketing include blogs, company websites, whitepapers, eBooks, videos, infographics, webinars, podcasts, and more.

In order to be effective, content needs to be engaging. Based on my experience, engaging content:

  • Addresses the client’s pain points: Start by determining exactly what your audience is going through, what they’re struggling with, or what they want to accomplish so that you can use these insights to develop content that addresses these specific issues. Remember, no matter how well-written your whitepaper is, your prospects aren’t going to download it unless they can see how it can help them solve an existing problem or improve a current process.
  • Highlights personal and business value: Always give your clients something valuable in exchange for the time they spent opening and reading your content—useful, relevant, educational or entertaining information that they can use to improve their personal or professional lives.
  • Builds consensus: This is especially relevant in the B2B space, where a single purchase often involves an average of 4.5 stakeholders. Make sure that your content helps resolve possible stakeholder conflicts, simplifies vendor evaluation and speeds up the decision-making process.
  • Tells a story: Nothing engages people like a good story. Your content needs to tell your brand’s story in an intelligent, authoritative, yet friendly and likable voice. This is true even for B2B content—just because you’re writing about highly technical topics (i.e. software, financial services, manufacturing, etc) doesn’t mean that you can’t write content that’s enjoyable to read. The main thing is to write content that will make it easy for your audience to understand what you’re trying to say—so ditch hermetic jargon, and try using colloquial narration coupled with strong visuals to make your pieces easier to consume.
  • Is backed by data-driven insights: Use the data that you have on hand (client demographics, online behavior, transaction history, buyer persona characteristics, etc) to develop actionable insights that result to content ideas that resonate with your audience.

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