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How to Write Engaging Marketing Content in 2024

The art of writing engaging marketing content has never been more crucial than in 2024.

As the use of AI increases as content writers we must deliver authentic content with a human touch. And it’s not just AI that is giving us a run for our money. Information is now more than ever available at our fingertips instantly. To stand out in a sea of content, you’ll need the right tools to keep your audience on their toes.

In this article we’ll provide you with useful tips for writing engaging content in 2024. Explore best practices to upgrade your content marketing and deliver genuine value to make your content shine online. With our help you’ll connect with your audience on a personal level and keep them coming back for more.

Clarity is key

Making your message clear is vital to keeping your content engaging. To do this each sentence needs to serve a purpose. Providing value in each sentence gives your audience a dopamine hit, motivating them to read on. Your audience isn’t going to be searching through paragraphs upon paragraphs to find answers. Use short, snappy sentences and simple language to get your message across. Plus get straight to the point by making your point clear at the beginning of your content.

Substance over style

Every piece of content you create needs to do more than describe what you offer. It needs to give your audience a reason to care by telling them WHY it’s important and HOW it impacts them. Before you start typing, research your audience to get to grips on their way of thinking. Knowing their goals, motivations and pain points will inform your content. When you have an idea of what makes your audience tick you can make their lives easier through your expert knowledge, products and solutions.

Write for humans

Content marketing provides an anchor to connect your audience with your message. When you speak in a way your audience understands, they’re far more likely to listen. And the same goes for writing content. Writing like you talk breaks down barriers. It makes your audience feel like they’re being spoken directly TO to by a human being, rather than spoken AT by a faceless organisation.

When you write like a human you add individual creativity and empathy to your writing. This creates an emotional connection and builds trust with your audience. Plus your unique voice will distinguish you from other businesses.

Use active tense

By using active voice, you present your subject as the ‘doers’ of an action. On the flip side, passive voice positions your subject as the receiver of the action. For example;

• Active: The dog bit the man.
• Passive: The man was bitten by the dog.

We live in a world where we’re overwhelmed with content left, right and centre. Active voice hooks your reader by putting them centre of attention. It injects life into your content marketing by keeping you in the present moment. Doing so makes it easier for the reader to follow along with what you have to say. Your focus is on them right now, so there’s more reason to hear you out. And when you’ve held their attention for long enough, they’re more likely to take action.

Hook readers with a gripping headline

Content is endlessly available to us. Despite this we’re increasingly picky about what we choose to read, watch and listen to. A compelling headline is a vital part of this decision. It’s the doorway that intrigues you to click through and find out more. When it comes writing marketing content, relate your headline to their interests and you’re sure to get them hooked.

Everyone wants their life made simple right? Especially in the professional world. Make it easier, faster, cheaper and you’re sure to have people listening. Research your target audience and tap into their unique needs, concerns and desires. By understanding what makes them tick you can craft a headline that provides a solution.

Optimise for readability

As consumers, our attention spans are limited. Making content that’s easy for people to read is essential to getting your message across. You can to this by structuring your content to make it skimmable. Doing so helps readers to quickly find the information they’re looking for. This is particularly important for targeting business decision makers with your content marketing campaigns. Time-pressed in their professional lives they’ll be wanting quick insights and solutions.

Make your content easier to skim by breaking up text with formatting elements like …

• Bulleted lists
• Numbered lists
• Headings
• Subheadings
• and short paragraphs.

These provide readers visual cues to guide them through the content. This helps them access and digest key points, keeping them engaged with your message.

Bring your content to life with visuals

Adding visual interest to your content is just as important to the words you write. This is because the human brain processes visuals faster than text. Adding visuals is another quick win to drive engagement with your content. It enhances your content marketing efforts by creating a dynamic and immersive reading experience. Including at least one (but ideally a combination) of visual elements helps drive engagement with your content such as…

• Images
• Infographics
• Videos
• Slideshows
• Interactive Graphics

In Summary

The marketing landscape continually evolving with technology, consumer behaviour, and creative expression. Successful content marketers break through the noise. Their message tells a story that creates an authentic connection with their audience. More than that it leaves a memorable trace that motivates people to take action. Engaging content goes beyond the words on the page. It’s a series of carefully crafted building blocks stacked up for success.

As you embark on content creation in 2024, keep these tips in mind. If you’re looking to reach an audience of driven B2B industry decision makers, discover the content marketing options available with Bdaily Marketing.

This was posted in Bdaily's Members' News section by Bdaily Digital Marketing Team .