How to Create Engaging Content

November 18, 2016


It’s one thing to decide you’re going to create content for your website, but it’s another thing entirely to make it engaging. It’s not as simple as telling your customers what you’re up to in the business. You must have your finger on the pulse of your industry and be ready to create exciting content that will make people want to share. How do you do that? Here at Pixus, our content team have picked up some tips and tricks over the years, so let us tell you.

Be Informative

The chances are that you know a lot about your industry, so don’t shy away from it! Tailor your content so that it informs and helps people. For example, if you sell a product that people may not know much about, tell them about it! Our client Kimberly Access sells scissor lifts, so we created an article about the ‘history of scissor lifts‘ to inform the audience about what a scissor lift is! You can teach people using your content too. If you are an accountant, why not write a blog post about the different types of taxes and who needs to pay them? If you’re an estate agent, educate your audience on the different types of fees that they should be prepared to pay. The most important thing about being informative is that you don’t push sales too much. Don’t say ‘this is what we can do for you’, say ‘this is why you need us to do what we do for you’.

Be Unique

Take a different angle on your content. If you have a less creative industry like plumbing or mortgages, be unique in your content. Think quizzes, infographics or a different perspective on a much-discussed topic. If your company wants to do a blog post about buying a house, why not do a ‘what type of home suits you best?’ funny quiz? Or for plumbing, a ’10 worst plumbing disasters of all time’ piece would be a unique way to engage your readers. You want to show off your personality so that customers are enthusiastic about your product or working with you. Just because your industry may not be overly creative doesn’t mean that you have to be.

Tell Stories

No, we don’t mean fairy tales that start with ‘once upon a time’. We’re talking about real stories. Ask your customers how they use your product and create content around this. Fashion? ‘How this customer styled our bestselling dress’. DIY? ‘How this couple used our power drill to transform their home’. Events? ‘Our customer’s wedding day’. Human interest has always been at the heart of the news, so use it to inspire your content. Speaking of the news, find news stories that your customer could be interested in and create content around that. How? Well, let’s take into consideration this week’s news stories. The Presidential Election has been everywhere so why not create a blog post about how it affects the UK? This could work particularly well from a financial standpoint or even travel- will travel to the USA be affected? For something lighter, turn to the entertainment side of the news. MP Ed Balls has been tearing up the dancefloor on Strictly Come Dancing, so if you’re a dance clothing supplier or even an events planner, you could write a blog post about his dances. Lastly, it’s almost Christmas and the festive adverts are out in full force. If you work in advertising, why not do a round up of what you think are the best Christmas adverts? Always be up to date with the news, and the content inspiration will follow.

Entice Your Readers

If you’re in a position to do so, a competition can be a great way to entice your readers to visit your site and engage with your brand. You see a lot of competitions from fashion brands, where you can win anything from a free item of clothing to a holiday. With fashion being such a saturated market, it can be difficult to break through, so a competition is a great way to build your following and if you run them regularly, you’ll win loyalty too- loyalty from customers is invaluable when it comes to sales.

Be Interesting

Creating content doesn’t have to mean words, words and more words. You can use visuals to get your message across. Think of videos, infographics, GIFs and images. You can create your own videos or simply embed ones that you think would be of use to the reader within the article. Infographics can help you get the topic of your blog post across, and they are also highly shareable! Lastly, GIFs and images can turn a boring piece into something visually engaging.

Involve The Audience

Buzzfeed Community is a great example of this. The website regularly asks the audience to contribute to their articles. Current examples include ‘which is the best hostel in Europe?’ ‘the most bizarre picture you have with Santa’ and ‘tell us about the time you were catfished’. These are all relevant topics to the Buzzfeed brand and asking the readers to contribute their own ensures that they will share it with their friends and family. Another way to involve the audience in your content creation is to see what keywords they’re searching for and the questions that they are asking. Tools like Twitter and Answer the Public are great for this. Once you see what your audience is searching for, you can use it as a jumping point for the topic of your blog post. Easy!

Creating content can be difficult if you don’t know where to start. It can feel like you’re juggling to try and create content which is informative, engaging and relevant. At Pixus, our team can juggle! We create unique content for our clients that is relevant to their industry whilst remaining interesting. To get started, call us on 0151 426 9977 or say hi through our online contact form!

This article was written by . Gina is the Website Copywriter at Pixus.

Gina is an English and Film Graduate from Manchester Metropolitan University

Gina Daniel

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