content word in letterpress type

Content has become a huge part of marketing over the last few years. The rise of social, and the importance of search engines as referrals have both pointed towards content as being key to your marketing efforts. Good quality content can open your organisation up to new audiences through social sharing and it can convince your audience that your product is the one for them.

But with content being so important, how do you write compelling content? Here are my 5 tips:

  1. Tell a story: One of the (many!) challenges of content writing is that there is a lot of content out there – a LOT! So, standing out is trickier than it was 5 years ago. But content which tells an interesting story is always engaging. If it describes the situation of someone who is in a similar situation to the audience, this is extra compelling because it prompts the user to say ‘hey, that could be me’!
  2. Bounce your ideas: I am lucky enough to have friends from all walks of life, and the broader the people I ask, the more interesting the content ideas become. However, you should also bear in mind the needs of your audience. By all means take a risk with your content, just don’t go too mad!
  3. Share your story: I write predominantly about digital marketing, and as I do it for a living, often my blogs are inspired by a challenge or opportunity that I have experienced over the week. Sharing this story and why it is important is a really good way of engaging people in your content, because if you’re facing a challenge, it’s likely that someone else is too – and think how cool it would be to find a blog which helps you with your challenge.
  4. Take a break: Changing your scenery can have a really positive effect on your creativity. Go for a 5 minute walk outside the office, turn the radio on, check out a different website to the one you work on – all of these are handy to get creative juices flowing and for stimulating new ideas. I use all of these methods and seriously, they work!
  5. Number it: I have come to use this a lot, and I normally look for this in other blog posts too. If, like I have for this blog post, you let people know how many tips / examples / points you are going to give them, they know how long a post will be and whether they have the time to read the whole post, or just skim read it.

There are countless tips for compelling content, but do you have a particular favourite that you would like to share? Leave a comment and let me know!

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