Formatting is the canvas
Words are the root of content marketing materials, but you also need to support high-quality prose and messages with the right layout and formatting. Presenting content in the right way can make the difference between a compelling piece and an uninspiring read.
Make sure that all headings and subheadings are in bold and that there is judicious use of paragraph spacing, bullet points and italicised fonts so that content is pleasing to read. You can also break up larger blocks of content with stock images or infographics to both complement and support things that you are trying to put forward in articles and blogs.
Telling a memorable story is a trending content marketing tactic, and personal and professional anecdotes are a great way to captivate audiences, according to expert Kevin Duncan. He adds: “When used properly, anecdotes can grab the attention of your readers and set the stage for the rest of your blog post. You shouldn’t overdo it, of course. But when used in moderation, anecdotes can be a blogger’s best friend.”
Ask rhetorical questions
Calls to action are a popular must-have for brands creating content as they prompt audiences to take positive action after consuming something they enjoy. Rhetorical questions offer a similar sort of quality as they ensure that the conversation is not entirely one-sided. They get consumers thinking about your messages while also giving them the nudge to act in some way.
Writing questions can engage readers, but again, don’t overdo it. A good rule of thumb to follow is to ask no more than two rhetorical questions during a 500-word passage of content. When used appropriately alongside calls to action, they can really draw in audiences and drive engagement.
Use your customer’s language
Understanding how your customers talk and act before you create a brief will give you a better chance of communicating with them effectively and serving their needs in a way that will provide the end user with additional pleasure. To find out how they speak, conduct quick interviews on social media or via email and take note of their responses. You can then build content around their language to make output more relevant and boost engagement.