I was a little taken aback recently when the Public Relations Director of a large university asked what I meant by “engaging content.”
She’s the head of PR at a university with 15,000 students, and she doesn’t know what engaging content is? Time to put pen to paper.
Let me start by saying: you will not learn how to write engaging content in this brief blog. You will however become a much more successful organization if you hire someone (http://www.guaranteedpress.net) who can write engaging content. It takes years of writing to become that kind of writer.
So while this might not be the last word on the subject in this blog, here are some of the elements of engaging content:
- It’s provocative, seductive and alluring. But it has nothing to do with sex. Sorry!
- It’s something you’ll be compelled to read all the way through.
- It adds value.
- It leaves them wanting more.
- And perhaps most important — it’s not ALL about you or your organization. It’s primarily about the end user, the reader, the person or group you want to engage.
As marketing entrepreneur Drew Williams recently wrote in Upstart Business Journal: “The goal isn’t to have giga-bytes of useful information available to your prospect to pick through. The goal is to create a den of seduction that deliberately draws your prospect along a path, tempting them at various points to exchange their contact information for the tasty content you’ve prepared—all of which promises to address the burning business pain they’re on your website to solve.”
And an updated search engine algorithm makes high-quality content even more important and integral to a company’s website and overall online marketing strategy. In other words, no amount of html code will make up for boring, bland content.
Engaging content is the opposite of what has passed for PR and marketing for the past several years and decades really. If you understand and move forward with that premise — and hire a writer with a record of engagement (http://www.guaranteedpress.net) — you’ll be on the right path. And, better yet, your organization will finally have the reputation you’ve always wanted.
Sheila Carmody is a Content Specialist for Guaranteed Press. If you have any marketing communication needs for your business, whether it’s unraveling the mystery of traditional media or creating content for strategic digital communications contact her at (518) 366-6148 or firstname.lastname@example.org.