“Engagement” is a term that gets thrown around a lot in content creation circles. Creating engaging content is recognized as the best way to drive a loyal readership and draw in potential partners on and offline.
But how do you create content that moves your audience in a direction that matters to your organization?
Here are 4 tips for create engaging content:
1. Understand Your Target Audience
The most important factor in creating engaging content is thinking about the buyer who will be reading your content. You may not have time to build out a full marketing persona that identifies all your buyer’s hopes and dreams, but knowing their general demographics, pain points and how they consume content is vital to connecting with them.
For local marketing teams with multiple locations, it's important to keep your target audience in mind when creating and distributing marketing materials. The needs of international and domestic clients can be remarkably similar, but the language they use to express those needs can be dramatically different.
2. Plan Your Narrative Before You Start Writing
Some buyers can be converted by engaging with one piece of content because they have already identified the problem they need to solve and potential solutions. Others will need more education and convincing across a series of pieces that address each of their pain points. Your editorial calendar should include content that helps these buyers move down the sales funnel.
3. Choose the Right Distribution Platform
For corporate marketing teams, distributing brand compliant templates and content to local marketing teams can help build consistent messaging and improve content engagement. Consumers want content and experiences to be the same when they interact with a brand in multiple locations. This help build a sense of identity and expectations for a brand to uphold.
Digital asset management tools improve content production, as well as speed up the generation process using automations. By using the right digital asset distribution platform, you can allow for seamless collaboration between business sites, helping your marketing teams align content to be optimized to brand standards.
4. Explore Different Content Formats
Some buyers prefer to read, while others like to browse an image gallery or watch a video. To capture as many potential buyers as possible, try different types of engaging formats to understand what type of content your readers enjoy most.
Pinterest and Snapchat each reach a different target demographic of people who might prefer to get information through photography, art, and video over reading, making them well worth including in your content distribution plans.
Figuring out the keys for creating engaging content can take some time and planning before the actual writing begins, but your content pieces will better resonate and connect with readers, bringing in better qualified leads.
CampaignDrive is a cloud-based platform for national marketers and designers to deliver on-brand assets and amplify brand power in local markets. With CampaignDrive, our partners can maximize brand value for global enterprises by enabling local partners to quickly execute and distribute personalized brand materials, on demand.
Learn how to create engaging content that resonates with local affiliates and distribute assets effectively through a local marketing automation platform: Request a demo with a CampaignDrive marketing expert today.