Whether you have been in the business of content curation for a while and want to convert to digital, or if you are completely new to the field, driving online engagement can be tricky.
Compelling content is the surest way to drive traffic to your website. Many companies pour thousands of dollars a week into content marketing to get sales.
But even if you are putting money into online marketing ventures, if the content is not effective, you will not see growth in customer engagement.
Luckily, there are some steps you can take to ensure that your content is a success. Knowing the different types of content marketing matters.
With this in mind; we have compiled a list featuring important aspects of successful content creation.
10 Ways You Can Create Content that Converts
1. Use a Compelling Narrative
People are always looking for a good story. Link your brand to a compelling narrative. Having engaging content drives ROI in online marketing. Finding a story that keeps people engaged and is highly relevant to your niche can be one of the most successful content marketing strategies. Here are three things to keep in mind about telling an engaging story:
- Decide what type of story you want to tell. Many brands discuss the success an individual has had with its services. People love seeing a face and being able to put an individual life to a brand. Use the narratives you see every day to make people want to find out more.
- Duration helps. Having a multi-part series that breaks apart a how-to or list into different categories will allow for return visitors. Often, having hyperlinks to the next installation or a spin-off of the content drives up the CTR for your site.
- The nature of online content allows for constant updates and news, so make sure that you are planning out the installations of your content well. Stretching out content too far or bunching it too close together can make people lose interest
2. Use Original Research
With all the content circulating on the internet, nothing grabs an audience like a fresh take. Often, it isn’t the content that is generating disappointing numbers. Instead, it is the angle that you are taking in the way that you talk about your niche. If you rehash the same data in a similar way to what others have already done, you aren’t bringing anything of value to your readers.
Doing research into the data behind your users is essential for developing engaging content. Posting information about how people are using your services or popular trends among users leads to some of the most enduring content for websites.
Fresh data is often best presented with infographics (which we will talk more about below). Having original data related to trends in niches gives your customers the impression that you are active and in the forefront of your field.
Don’t be afraid to focus in. Collecting data from specific aspects of your business can sometimes be what people are looking for exactly.
Additionally, having specific data can allow for multiple installations of a specific study and can drive user engagement even more.
3. Choose the Correct Length
It may seem unimportant, but the length of content can make or break the success of a post.
Studies show that the attention span of the average internet user can be as low as eight seconds. But this doesn’t always translate to the success of shorter articles. Often, the eight seconds tells marketers that titles and metadata need to be SEO-ready as well as grab the viewer.
When it comes to choosing article length, you must consider the content first. You might ask yourself: how much room do I need to for this information to come across successfully? If you find yourself writing a novel, it might be best to split up the information and hyperlink the relevant articles in a primary article.
At the end of the day, long-form articles are most likely to be shared on social media. Users like something that looks well-researched and that will add to other’s trust in their choices.
Long-form articles may seem time-consuming, but they are the best bet at having content seen by wider audiences, as SEO analytics often favor articles that appear more substantive.
4. Multimedia is an Ally
Content curation is not just clever phrasing and data-packed paragraphs. If you have been thinking it is not all about the writing as you’ve been reading this, you are right!
Studies show that visual components of content can complement the agenda of the post and drive views. Video is often used with great success and can play a huge role in linking narratives to brands.
Pictures are the foremost way to put the aforementioned face to a name. With all the posts on the internet, a well-placed picture can be the thing that makes people decide that they want to spend the next 10 minutes with your post.
GIFs and memes are also great ways to connect with the reader. Working in humorous or witty content can keep those fingers scrolling and keep people interested.
One often-ignored form of multi-media marketing is the podcast. Podcasts are one of the most successful ways to get repeat visitors to brands or sites. Podcasts are great complements to already-published content. Think about podcasts like the movie remakes of great books. They take the same information and phrases and give them life again.
5. Keep Up with Trends
Are you concerned with seeming behind the times when it comes to publishing engaging content? Many people are. Luckily, there is a way to keep your content in-line with the current trends.
It is worth mentioning memes and GIFs here again. Memes are complex ways of putting disparate bits of information together. They take familiar images and phrases and put them together in new ways so that their meanings are redirected towards the subject of the meme. Just like other trends, memes can burst onto the internet scene and then fade quickly back into the dark corners of the Web, so knowing what’s hot is a must.
6. Use Multiple Platforms
You have an awesome website that you are proud of. Great. But how do people find your website and enjoy the excellent content that you have posted there?
Putting money into Google can be a great way to increase the traffic to your website.
However, a proven method for driving user engagement is simply operating on multiple platforms at once. Using social media allows for constant views and lets you redirect traffic easily to your primary site.
Using different platforms also allows you to change the angle. Each platform caters to a unique audience with certain preferences, so knowing what a specific platform’s users expect is essential to tailor your messages for maximum engagement.
For instance, some platforms are better for rattling off multiple posts in one day, and others are better for those long-form articles that do well with SEO.
7. Be Flexible with Format
If you have nailed down the length, media, and location of your posts, then you must decide on what type of post you will make.
Blog posts are one of the most popular ways to present content. There are three common flavors blog posts can take:
- The Listicle: The listicle allows your reader to gloss the important points of your topic quickly by going over various parts. This is the most popular form of blog.
- The How-To: How-to posts instruct the reader on an important activity to your niche. They show your expertise and give the reader information on something related to your brand.
- News Posts: News posts are informative pieces that give information related to breaking events in your niche. These can cover the release of a new product or a new statement by an expert in the field.
The beauty of the different forms of blog posts is that you can choose the format that best fits your intention. Also, the types are not mutually exclusive; you can combine them for maximum effect.
When writing blog posts, you can take information that you think will be interesting to readers and then use it to promote your brand and gather viewers by taking advantage of a trending topic or breaking news.
8. Reach Out
Email marketing is one of the most successful ways to engage directly with an audience.
Emails allow you to build an enduring conversation with readers — old and new. Companies have reported numbers in the thousands of new followers because of a well-timed and well-written email campaign.
Of course, it is important to have a well-designed email format and to have streamlined and condensed content. Give readers a taste of what they might find on your website. Using data from other platforms is the best way to craft compelling content that will drive engagement on your site.
Another way to build a close relationship with users is to include interactive content on websites. Making people feel like they have a say in your business model can change the way they interact with your brand and make them more likely to share because they feel like they are part of the process.
Interactive content can be as simple as sending an email with ways to reach out to your brand. Other methods include quizzes that test people on information around your niche, evaluate their progress in an area related to your brand, or make them aware of options that they can take to improve their experience.
Polls are another way to build user engagement. Polls ask select questions that can also give the reader additional information about what you offer. Polls are also great ways of gathering user information without having to look at the backend of your site.
Two-way relationships are always the most stable, so having the user feel like they are involved with the process can be a quick way to build user engagement.
9. Be Consistent, Build Trust
Without being repetitive, we want to stress the importance of consistency and trust when you are building content for your site.
With all the different options on the Web, if people feel like they cannot trust the information provided through your brand, they can always go somewhere else. Don’t let this happen. Whenever making content, you should make sure that what is provided is responsibly highlighting features of your brand that are stable and well-thought-out.
Consistency is the only thing keeping people afloat on the rough seas of online marketing. Having consistency means creating an enduring narrative and engaging voice that will keep people coming back. The more often people see your headlines, the more often they will come back.
If you are having trouble keeping up the volume required for your brand, consider hiring a content marketing agency to monitor and advise you on the consistency of your approach.
10. Information is Key
We’ve saved the most important tip for last. When making online content, you have to be aware of the whys and wherefores of your topic.
Information can take the form of content that shows your expertise as well as the information that you gather about your readers. Information should be up-to-date and compelling. Information should be original and presented in an engaging multi-media form. Having information is key, and if you can present this information in the right ways to the right audience, online success will open in front of you.
The Bottom Line
Content curation has become more challenging over the years. Always looking for ways to bolster users’ experience, Google regularly tweaks its algorithm to take different metrics into account when deciding which websites to show on the first page of search results. Accordingly, any content strategy must consider all the variables of what constitutes high-quality content and adjust where applicable.
We hope our list of 10 steps to becoming more successful online is helpful to you. For more information on blogging and content curation, visit the prReach blog. Should you need assistance with your contact strategy, contact us today and let one of our experts map out a plan for you.