14 Best Advice for Creating Engaging Content
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14 Best Advice for Creating Engaging Content
Unlock the secrets to captivating audiences with tried-and-true strategies from industry leaders. This article distills expert knowledge into practical tips for creating content that resonates and engages. Dive into the wisdom of those who have mastered the art of communication, and elevate your content to new heights.
- Say Something Worth Arguing About
- Understand Your Audience First
- Tell Authentic Stories
- Make Content Interactive
- Focus on Storytelling and Authenticity
- Adapt Content to Each Platform
- Speak to Your Audience
- Address Audience Needs and Interests
- Be Useful, Not Just Smart
- Create Specialized Content
- Focus on Audience's Needs
- Meet Your Audience Where They Are
- Use Data-Driven Storytelling
- Focus on Platform Context
Say Something Worth Arguing About
"Say something worth arguing about."
The best content doesn't just inform - it sparks a reaction. The worst mistake I used to make was trying to be "helpful" without taking a real stance. My content was safe, agreeable, and...forgettable. Then someone told me: If no one disagrees with you, no one really cares what you're saying.
So I started pushing my ideas further. Instead of writing, "Consistency is key in content marketing," I'd say, "Posting daily is overrated - one great post beats five mediocre ones." Instead of "SEO is important," I'd write, "Chasing SEO rankings is useless if your content sucks." The difference? People engaged. Some agreed, some argued, but no one ignored it.
Now, every time I write, I ask: Would someone share this because they strongly agree - or because they want to prove me wrong? If the answer is no, I go back and make it sharper. Controversy for the sake of controversy is useless, but having a real, opinionated take? That's how you create content people actually remember.
Understand Your Audience First
The best advice I've received about creating engaging content is to focus on understanding the audience first rather than just pushing a message. It's easy to assume what people want, but taking the time to analyze their interests, pain points, and behaviors makes a huge difference. One way I've implemented this is by leveraging audience insights from social media interactions, website analytics, and direct feedback to craft content that speaks directly to their needs.
I've also learned that storytelling is essential for engagement. Instead of just presenting information, I frame content around real-world examples, case studies, or personal experiences that make it more relatable. When I applied this to our blog and email campaigns, engagement rates significantly improved because readers felt like they were part of the conversation rather than being sold to. The key is to create content that feels like a natural conversation rather than a sales pitch.
Tell Authentic Stories
One tip I always emphasize for creating engaging social media content is telling authentic stories that resonate with your audience's experiences and challenges.
For example, when we worked with Back In A Flash Chiropractic in Denver, we didn't just post generic health tips. Instead, we shared patient success stories, behind-the-scenes looks at the clinic's daily operations, and educational content about their patients' conditions.
The key is to move beyond surface-level posts and create content that genuinely connects with your audience on a human level. Share the ups and downs of your business journey, highlight customer experiences, and provide genuine value through your expertise. This builds trust and encourages meaningful engagement far more effectively than polished but impersonal content.
Remember, social media is about building relationships. The more you can make your audience feel seen and understood, the more likely they will engage with and share your content. At Empathy First Media, we've found this approach consistently outperforms more traditional marketing tactics across various industries.
Make Content Interactive
My top tip for creating engaging social media content is to make it interactive by encouraging your audience to share their thoughts. For example, I ran a campaign where I asked followers to comment on their biggest challenges as entrepreneurs and offered free resources to the best responses. The post sparked a lot of engagement, with many people sharing valuable insights and connecting with each other. The key is to make the content relevant and give your audience a reason to engage beyond just liking a post.
Focus on Storytelling and Authenticity
The best advice I have ever received about creating engaging content that resonates with your audience came from a marketing class and professor I took my senior year. That piece of advice was to focus on storytelling and authenticity. People don't connect with sales pitches, they connect with stories that speak to their needs and experiences. We implemented this by crafting content that educates, informs, and solves real problems, rather than just promoting our services.
Some examples that I can share with you are highlighting homeownership success stories, loan tips, and market insights being shared throughout our marketing efforts. By prioritizing value-driven content, we've seen stronger engagement, trust, and client relationships!
Adapt Content to Each Platform
One key problem we encountered at Supramind was keeping the content consistent across several platforms while retaining engagement. Initially, our approach was too homogeneous, which led to audience alienation. To address this, we implemented a platform-specific content strategy that adapted our message and formats to each platform's distinct audience and culture.
We conducted a collaborative brainstorming session with our team, concentrating on unique content formats such as interactive polls and behind-the-scenes videos that consumers like. This not only increased involvement but also encouraged innovation in our company.
The important message here is to embrace each platform's individuality. To spark new ideas, reassess your strategy regularly and promote cross-departmental cooperation. This agility may turn problems into opportunities for development and interaction with your target audience.
Speak to Your Audience
One of the best pieces of advice I've received about creating engaging content is: "Speak to your audience, not at them." This was from a content specialist I knew several years ago. It's easy to focus on what we want to say, but content truly resonates when it addresses what the audience cares about in a way that feels personal and relevant.
I've implemented this by shifting from a broadcasting mindset to a conversation mindset. Instead of just sharing information, I focus on understanding my audience's pain points, questions, and interests. This means using audience research, social listening, and engagement metrics to shape content that feels more like a dialogue.
For example, when creating LinkedIn carousels or explainer videos, I make sure the tone is personal, relatable, and actionable, with clear takeaways that people can immediately apply. I also use storytelling and real-world examples to make concepts more engaging rather than just listing facts.
Address Audience Needs and Interests
One approach I’ve found really effective in the shift to virtual networking is to focus on creating and sharing content that truly addresses the needs and interests of your audience. For example, in my work with colleges and universities, I’ve had great success with webinars on the latest trends in higher education marketing. These webinars not only offer valuable insights but also spark meaningful discussions.
After each webinar, I make a point to follow up with participants individually. I address their specific questions and explore how the information might apply to their own situations. This personalized touch shows that I genuinely care about their success and helps build a stronger connection. I also encourage attendees to share their experiences and challenges, which fosters a collaborative atmosphere and deepens relationships.
By taking this approach, you can position yourself as a thought leader and build a network of engaged professionals who appreciate your insights, leading to more lasting and impactful connections.
Be Useful, Not Just Smart
One of the best pieces of advice I've ever received about creating engaging content is 'Stop trying to sound smart-start trying to be useful.' Early on at Nerdigital.com, we focused heavily on technical deep dives and industry jargon, thinking that showcasing expertise was the key to engagement. But the reality? People don't engage with content just because it's well-researched. They engage because it solves a problem they actually care about. So, we made a shift. Instead of just delivering knowledge, we focused on actionable insights-breaking complex topics into practical, step-by-step takeaways that our audience could apply immediately. One example was a post we did on why some retargeting campaigns fail. Instead of just explaining concepts, we included: A real-world breakdown of an underperforming campaign. Screenshots of what went wrong and how to fix it. A simple framework to improve ROAS with behavioral segmentation. The result? Engagement tripled compared to previous posts, and we got direct messages from marketers who applied the strategies and saw immediate results. The key takeaway? Empathy over ego. If your content isn't helping, it isn't working.
Create Specialized Content
My best tip is to create highly specialized content that not only informs but also resonates with your audience's specific needs. For example, at Spectup, we developed a comprehensive guide titled "10 Innovative Strategies to Bootstrap Your Startup." This guide was crafted after thorough research on common challenges faced by early-stage startups, a key segment of our target audience.
We promoted the guide across various digital platforms, tailoring our messaging to highlight how it addresses specific startup challenges. The result was a surge in high-quality leads, as the guide attracted startup founders and entrepreneurs who were actively seeking practical solutions. These leads were not just numbers; they were engaged and informed prospects who had a genuine interest in our services. This campaign exemplified the power of targeted, value-driven content in converting leads into potential clients.
Focus on Audience's Needs
One of the best pieces of advice I've received about creating engaging content is to always focus on the audience's needs and challenges rather than just pushing your own message. It's important to take a step back and think about what the audience truly cares about, what problems they are facing, and how you can offer genuine value to them. This means making content that is not only informative but also empathetic and relevant to their experiences.
I've implemented this by diving deeper into understanding the pain points and interests of the audience before crafting any content. Whether it's through customer feedback, analytics, or staying updated on industry trends, I always try to ensure that the content we create speaks directly to the audience's current needs. It's not just about SEO keywords or metrics but building a connection. When content feels personal and solves a real problem, it's far more likely to resonate and create lasting engagement.
Meet Your Audience Where They Are
The best advice I've received about creating engaging content is to always meet your audience where they are. That's why we ended up localizing our content.
Our goal is to democratize health care, and that means making sure our content is accessible and relevant no matter where someone is in the world. We don't just create generic, one-size-fits-all resources. We tailor our messaging, examples, and even the way we present information based on regional health care systems, regulatory environments, and professional norms. For example, a health care provider in the US has different compliance concerns than one in the UK or Australia, so we make sure our content reflects that.
We also use simple, inclusive language. Health care is already complex enough, so we avoid jargon and technical terms that might not translate well or could alienate certain audiences. Instead, we focus on clarity and practical value, making sure that no matter who's reading, they walk away with something useful.
For us, localization isn't just about translating words but about making sure the content actually speaks to the experiences, challenges, and cultural context of the people you're trying to reach. Through this, we've built a global community that actually engages with our content because it feels relevant to them.
Use Data-Driven Storytelling
At the beginning of my content writing journey, I was struggling to understand why some pieces were hitting my audience and others were falling flat. I was writing based on gut instinct until a seasoned content writer with over 15 years of experience told me to use analytical tools to understand my audience's pain points, demographics, and preferences. That advice changed my approach from guessing to data-driven storytelling. I started using tools like Google Analytics and SEMrush to see which topics drove the most engagement. I used Twitter Analytics and Facebook Audience Insights to learn more about my readers. Google Search Console helped me understand the search intent behind my content. These tools gave me clear actionable insights that transformed my content strategy. For example, I wrote an article I thought would do well. It underperformed until I reviewed the data and found my audience was more interested in a related subtopic. I rewrote the article by changing the headline, using targeted keywords, and formatting the content with bullet points and shorter paragraphs. Those tweaks showed a significant improvement in engagement and traffic. I also started engaging with my audience by responding to comments and conducting surveys. This direct feedback loop allowed me to refine my content and tailor it to my reader's interests. The combination of data and direct interaction created a more authentic connection with my audience. The key takeaway I learned is that great content is where creativity meets clear actionable insights. Data gives you the roadmap and audience engagement makes sure the message is relevant and impactful. If you want to improve your content strategy my advice is simple: review your analytics regularly, test different formats, and listen to your audience. This balanced approach will help you create content that resonates and drives sustained engagement.
Focus on Platform Context
The key factor to focus on is context. Each social platform has its own vibe, audience expectations, and technical requirements. You can't just chop up your long-form video and call it a day. Here's how to keep it engaging and effective:
1. Understand the platform. TikTok isn't LinkedIn. Instagram isn't YouTube. Tailor your content accordingly.
2. Hook 'em fast. You've got about 3 seconds to grab attention. Make them count.
3. Optimize for sound-off viewing. Use captions or text overlays. Not everyone's watching with the sound on.
4. Keep it snappy. Shorter is usually better on social. Get to the point.
5. Add value. Every clip should stand alone as useful or entertaining content.
Remember, it's not about quantity, it's about quality and relevance. Don't just repurpose for the sake of it. Make sure each piece of content serves a purpose and resonates with your audience on that specific platform.
