Unveiling the often-missed secrets to captivating audiences, we’ve gathered insights from top industry experts including CEOs and a content writer. From focusing on the “why” in content to utilizing storytelling for engagement, explore the four key techniques they believe can transform your content writing services.
Focus on the ‘Why’ in Content
I think too often content writing services focus on the “what” and not the “why.” It becomes about what the brand offers and what keywords support the promotion of that product or service, instead of why it’s needed, why it’s different, and why now. One technique I always use when creating content for a client is putting it to the “Yes, and…?” test. Yes, I understand all the things you’re saying about this product or service, and…why should I care? What should I do about it?
The combination of receiving millions of daily impressions and our shrinking attention spans means you only have a handful of seconds to engage someone in a meaningful way. If your message isn’t centered as a mirror reflecting your target audience instead of what you’re trying to sell, you’re just contributing to the many challenges you already have in breaking through and building rapport.
Michelle Mellon, Founder, CEO & Chief Storyteller, WordBird
Leverage Content Repurposing
Many content writing services overlook content repurposing when contracted by businesses and individual brands to create engaging content for them. The main reason is the need to justify the fee and present an image of creativity and innovation.
However, existing written content can be a goldmine for a content writing agency keen to revitalize a brand’s content strategy. Long-form articles can be broken down into short-form articles that are easy to digest and more appealing to another customer segment.
Additionally, some social media posts, including audience comments and suggestions, can be researched in-depth and transformed into informative long pieces that establish a website’s topical authority.
Clooney Wang, CEO, TrackingMore
Incorporate Interactive Elements
One often-overlooked technique is the strategic use of interactive elements. Incorporating features like quizzes, polls, and interactive infographics can transform a passive reading experience into an active one. For example, a well-placed quiz not only grabs attention but also provides immediate value by allowing users to test their knowledge or preferences. This interaction creates a sense of participation and investment in the content.
Moreover, these elements can provide insightful data on audience preferences, enabling more personalized and targeted content in the future. This approach boosts engagement and fosters a deeper connection with the audience, driving higher retention and conversion rates.
Dinesh Agarwal, Founder, CEO, RecurPost
Utilize Storytelling for Engagement
Storytelling is a key technique for creating engaging content, and it is often overlooked or ignored. These days, many content-writing services focus solely on providing information. By weaving a compelling narrative, we can make content more relatable and memorable. Through the incorporation of real-life examples, anecdotes, or customer stories, writers such as myself are able to create an emotional connection with our intended audience.
This emotional approach captures attention and also manages to foster a deeper understanding. It also enables positive message retention. Effective storytelling has the ability to transform dry facts into engaging content that resonates on a personal level. The end result encourages readers to ultimately take action.
Jay Moar, Content Writer, moarwords.com
