The goal of this guide was to give you some ideas on how to create engaging content, and to show you that there are many tools you can use – from metaphors to archetypes – to achieve that, but the most important thing to remember… is to put your audience first.
- Learn what motivates your audience so you can be empathetic;
- Add value, ensure they come away with something useful (inform, educate or entertain);
- Communicate in the form (e.g. blogs, video, infographics) that they prefer;
- Maintain a visible presence across channels they use or are exposed to e.g. Facebook;
- Have a publishing mission, a ‘content cause’ that guides your content;
- Create content for every step in the decision making or buying cycle;
- Apply news values to be relevant;
- Use storytelling to make your content compelling; and finally
- Be authentic, sincere and objective.
Understand your customer’s problems, answer their questions, put their interests before your own and they will return the favour.