Other3 min read
Creating More Engaging Digital Marketing Content
Published by Samsiani
Digital marketing: what are we competing for?
Digital marketing involves intense competition for people's attention and memory. To compete and earn loyalty, find ways to make your content interesting and relevant to your audience.
Trying new content marketing approaches is straightforward. Small changes can improve quality and help you reach people more effectively.
The following advice comes from an article prepared by Marketer.
Share your own experience
People can find facts from many sources, but only you can share your personal experience. Build a connection by telling a story that is yours. Give readers insight into what you have learned and how your company works behind the scenes, with a human perspective that facts alone cannot convey.
Refine how and when you publish
Choose publication times when your audience is likely to be online. The right way to communicate may also depend on where people are — at work, for example — and what they are browsing, such as a Facebook feed.
Look at the publications your audience reads to understand their preferences. What length of article do they prefer? Which material draws the most responses? What do they share on their own timelines?
Create continuity: let readers know there is more to come
You cannot cover every detail of a subject in one article, nor should you try. Share useful information grounded in your experience. Give people something to think about, then leave room for a follow-up that makes them want to hear more from your brand.
Do not leave readers waiting indefinitely: deliver the continuation you promised. Help them learn through relevant follow-up material that provides further useful information. Choose the links carefully.
People appreciate original, informed insights but may avoid overtly promotional content. Make sure your links support the reader rather than discouraging them.
Experiment with multimedia
People enjoy video. Rather than ignoring multimedia, consider how it fits your strategy. You do not have to become Scorsese to make video content: plenty of tools can help.
Nor does your audience always expect a highly polished production. A video that tells an authentic, engaging story can be effective. Think beyond conventional video too: how could audio help you reach people?
Could an infographic communicate your experience? Different audiences have different expectations of brands. Try different formats to learn what your particular audience prefers.
Remember distribution
Even excellent content has little effect if nobody sees it. Views alone do not achieve your goal either: they are a first step towards communicating the right message to the right people.
Plan distribution while developing your content. A publishing schedule or calendar helps you stay consistent and keeps readers from waiting too long for something new.
Explore our other blog posts about creating and optimising content.
