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Content Marketing – How To Write Engaging Articles

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Content marketing is really just well written interesting and relevant blog posts, articles, videos and images that resonate with your website visitors.

The challenge for websites is twofold: how to know what types of content grab attention, work with their target audience, and create it.

In this blog article, we look at writing engaging, compelling content that people will actually love. Though content creation might sound like a straightforward task, it’s not nearly as easy as you might imagine; however, it is a skill you can learn and master.

Engage In Digital Storytelling

Digital storytelling has become a bit of a buzzword of late. But what does it actually mean?

Essentially, digitally storytelling is the process of using digital tools – things like web-based stories, interactive texts, narrative computer games and so on – to create an experience that people remember.

Digital storytelling was originally something used by bloggers with interesting life stories to better engage their audiences. But the tools of digital storytelling have since been picked up by marketing experts in innovative firms. They see it as the next frontier in business: a way by which they can thrill and entertain their audience base and get them more interested in their brand.

The primary way in which businesses have used digital storytelling through user-generated content. For example, the Enterprise Center decided to engage students at the Salem State University by organizing a competition. The students submitted a 60-second pitch for a unique business or charitable cause. The students then got to vote on which idea they thought was best.

Ideas come from everywhere, and you can reach out to your customers and the wider community to get inspiration for content.

Companies are also using digital storytelling to promote products to customers based on customer feedback. It is an effective way of marketing because it shifts focus away from the company and onto an audience’s peers.

Given that research shows that people are as likely to trust what other customers say as much as they are word-of-mouth recommendations, digital storytelling should be a core approach to your digital marketing efforts.

Put Your Business Objectives On The Back Burner

You might think that to create great content, you need to somehow sneak in a pitch for your product. In fact, many so-called marketing gurus recommend this approach, reminding business bloggers to always include some call to action or selling technique into the post itself.

This kind of strategy simply doesn’t work anymore. When people search for your content, they want to be educated and entertained. What they don’t want is a bunch of marketing propaganda that doesn’t help them solve their immediate problem.

Companies need to shift their thinking to writing articles. Rather than seeing them as a way to sell directly, they need to be viewed as just another stage in the buying process – a way to pique someone’s interest.

This is what professional copywriting services do all the time. Copywriters are trained to produce content that provides valuable information to customers, not sell a product. This is because they know that, given the current content marketing landscape, this is the most effective way to entice customers to your website and ultimately get them to convert.

Don’t Be Afraid To Inject A Bit Of Personality

If you’re a business, especially a B2B business, you might be tempted to choose a bland, corporate writing style. But this kind of approach can get boring very quickly.

Just because you’re a professional services business or only deal with other companies directly doesn’t mean that you’re not still trying to communicate with individual people. That’s why it’s essential to add a bit of personality and flavour to your writing: you want to be able to draw people in.

What do top professionals do? In short, a couple of things. First, they spice up their content by telling stories that put their brand into a narrative. Every business has a story to tell – a struggle its customers can relate to. Tell these stories whenever possible.

Secondly, professional copywriters add media to their blogs: personalized videos, testimonials, images and podcasts. Take a look at any top professional services website today, and you’ll find a host of different media formats designed to complement traditional articles.

Research Should Be At The Center Of Your Content Strategy

One of the biggest challenges of content writing is finding new and exciting topics your audience is interested in.

If a simple Google search yields an answer to their question, it’s unlikely that you’ll be able to provide any additional value. That’s why top content creators and professionals are in research mode all the time. As soon as they get an idea for an article, they write it down and then immediately start the research process, making sure they’re bringing their customers something original.

Your Title Is As Important As The Content Itself

You might imagine that what you actually say in the bowels of your article is more important than the title. But, as many professional copywriting services know, that’s not the case at all.

The first thing that people see is the title, and if it’s boring or doesn’t accurately reflect the content within, they’ll quickly move on.

Article titles that perform particularly well are those concerning “breaking news,” top lists of [X], how-to articles, best-of posts and so on. For business writers, helping customers solve a problem should always be at the back of your mind when creating a title.

Craft A Great Opener

Research shows that most people don’t read articles from start to finish. Instead, their interest quickly wanes after the first few sentences, especially if a post doesn’t have a strong lead.

Grabbing attention in those first few lines is essential. Try opening an article with things like little-known facts, interesting stories, breaking news or the promise that they won’t be able to find the information contained in your article anywhere else.

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