What does engaging content do for your audience?
It changes them.
That might mean choosing to opt in to your list. Buy your product or service. Make an inquiry.
Or it might mean a change in attitude. Going from feeling indifferent to feeling emotionally connected.
That is the most powerful change of all.
You can’t buy change like that.
This is the most important goal of marketing.
And it’s not easy.
Using Buzzsumo, Moz Content, and good, old-fashioned Google search, I took a closer look at what’s engaging readers today.
I looked at the content that’s getting the most shares, ranking highest in Google searches, and being talked about the most online.
And I found 5 specific elements that make the most popular content engaging.
Copy Hackers was kind enough to publish my findings.
Consider how your content is getting created
This is what I believe in:
- Content equity. Everyone deserves good, valuable, soulful content. Followers, leads, prospects, customers, employees — everyone.
- Discernment. Using AI isn’t bad — as long as it’s used with discernment.
Founders: Keep up the thoughtful content you’re creating. It’s valuable, and it’s so needed. But if your company is generating gobs of customer-facing content with AI, think about why that is, and why you’re okay with it.
Startups: Treating content production as a numbers game means you’re getting lumped in with everyone else. Swimming in the sea of sameness means your customers can’t tell you apart from the competition.
This goes beyond differentiation.
Your solution might be groundbreaking. Your founder might be the next Fortune cover story. But if your content doesn’t stand apart … your company doesn’t stand out.
Human-driven and human-written content (even with an AI assist to make it better) stands out because it serves.
Come talk to me about how your content is getting done. Let’s find opportunities to add humanity to your writing process so the customers you’re trying to reach will sit up and take notice.
