Engaging Content Strategy

Engaging Content Strategy – Key to Success

Today, we live in an age when you can’t sell your startup. Instead, create engaging content.

This is not a new concept. However, in recent years engaging content has become a more popular buzzword for CMOs and V.P.’s marketing to ask their teams. It is more than that. Good storytelling means creating engaging content. In our recent post, we discussed storytelling for startups.

Your content strategy should include storytelling. It’s something I will discuss in a moment. Here’s a fun fact that will help you get back to engaging content. HubSpot claims that engaging content marketing can generate 3x more leads than paid search advertising. This is quite interesting, huh? Continue reading…

What makes engaging content?

Let’s first look at what is engaging content today. It can be quite a shifter. It all depends on what medium you are trying to reach. What is social media engagement? This is an indication of the changing digital environment. There are still some useful definitions. One of my favorites is from the Content Marketing Institute. It goes like this:

Engaging content is something that offers something new. It can be a fresh perspective, a surprising laugh, bits of knowledge, and something useful, inspiring, or entertaining. Engaging content allows your reader to see something new, a different perspective from others, and can relate to.

We would add to this definition that you can offer a fresh perspective on something you have read or seen before by giving your unique view.

Engagement is more than just the above. For startups and fledgling companies, it also means something tangible. Engagement is about getting results (and profit) – yes! These are just a few of the many:

  • More traffic to your site
  • More clicks
  • Subscribe to our newsletters and opt-ins
  • Conversions
  • sales
  • Comments
  • Likes
  • Shares
  • Mentions

What can you learn more about engaging content?

There are many other useful resources than this blog. Surprisingly, many people find inspiration, ideas, and practical advice through this “old-fashioned” medium. It’s one reason entrepreneurs should read books.

We won’t go off-topic, but let’s look at key types of engaging content and how to use them to help your fledgling or startup business.

Start by fine-tuning your content strategy.

I assume you already have a content strategy. This is the first thing that you should do. Your content strategy will guide you in creating, managing, and executing your engaging content campaign plan. Your startup’s size and industry will determine how deep you go. Yes, regardless of whether you’re in a B2B market.

It will assist you in a few key areas, such as these:

  1. Be clear about your goals and the intended audience
  2. Type the content you would like to create or curate.
  3. Determine the main roles and content flow

What are the main components of a content strategy?

  1. Define your goals
  2. Define your audience(s)
  3. Define your KPIs
  4. Define your value proposition, or key USP (unique selling point)
  5. Choose your main content types. Popular options include blog posts, vlogs posts, podcasts, and infographics.
  6. Create your publication schedule and workflow, and stick to it

Checklist for engaging content

You have your content strategy in place and can start creating engaging content. How do you begin? You could start with this list:

 

Create intent

Have you ever heard “failure to plan, fail to execute”? Be clear about your intent before you publish anything. Is it intended to encourage a purchase? Or is it for entertainment purposes only? Or for education? You must be clear about each piece you create goals, whether it is to raise brand awareness or educate a potential customer, increase conversions, or create advocates for your brand.

First, define engaging.

There are many possible definitions depending on the purpose of your piece of engaging content. Perhaps you want lots of comments or shares on social media. Perhaps you want customers to buy from it. You can’t go wrong with Patel’s definition of engaging content. It must trigger an identifiable response from people about your content, Basically to have an impact.

Create action-oriented content

Engaging content means connecting with your audience and encouraging them to take action. Every contact should end with an action point. It could be sending them to another page to buy something, directing them to another piece of similar content, or simply asking for their feedback.

We want to add to this list. Tell a story. It doesn’t matter how long or short. A story can help you connect with your audience on a deeper, more fundamental level. Let’s take, for example, a business that provides a recording studio in Delhi, Your audience will quickly understand that you are the real deal if you tell a story about something that happened during your training or at an event that you participated in. That is, you are qualified and well-versed in the subject.

Make the content more valuable.

What can you do to do this? It’s important to make it personal. Because no one has ever experienced these things the way you have, sharing your personal experience is the best way of conveying a message. Be authentic. You can still write blogs about topics that have been discussed before. You need to write it differently. It’s your way! To add value to your content, including useful links to further reading or references. You can also find other useful information. What else? Newsletters, white papers, reports, and e-books are just a few of startups’ best ways to offer value.

Be creative

This is an essential point. While there are many ways to communicate your message, engaging content requires you to reduce the volume and tone. You must produce data-driven content, but it’s also important to be analytical. Yes, you must write well-written content with a systematic approach to SEO and structure. However, startups should avoid corporate overtones, depending on their market. There are many ways to communicate your message. Being human, conversational, and creative and adding subtle humor will make your content stand out.

Use your passions and strengths.

Although this one is obvious, it cannot be stressed enough. Talk about what matters to you and your customers. Discuss how your product affects their lives, the benefits it offers, and the problems it solves.

 

Hire a Media Company

Look out for a video production house to improve your content representation and take it to another level. They will help you build more engaging content and hence will help you allocate your time to improve your game.

Engage!

It’s not easy to create engaging content. It takes effort. You will not succeed if you think that you can stumble into content marketing and succeed.

You’ll also be lost in the vast amount of content, regardless of your startup’s niche. Marketing campaigns can be difficult because it is hard to create engaging content.

This shouldn’t scare you or discourage you. Prepare well with a detailed content strategy and hire a content specialist. You can then find the best ways to create engaging content with some effort.

It is important to tell your story and set goals for them. You will be unique and authentic, which will help you stand out from others.

Get involved today.

P.S. P.S. – Did we miss anything in our engaging content checklists? We would love to hear from you and share examples of engaging content that has helped your fledgling startup succeed.

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