5 Types of Content that Will Keep Your Audience Engaged

Saturday, June 12, 2021

Content is the key to success in today's realm. It is what makes people want to follow you, buy your products, or just keep coming back for more.

The general perception of good content in the 21st century is one that has a strong creative component and a form of storytelling from the brand to the consumer. And it should be engaging, shareable, and easily digestible.

Brands must invest in developing content that engages their consumers or risk losing them to competitors who are more willing to take risks with creative storytelling.

There are different types of content; it can be educational, informative, entertaining, and even motivational. According to an article published on Entrepreneur.com, "more than three-quarters of marketers surveyed by CMI said their company's investment in content marketing grew over the past year." It is very important that businesses invest in quality content because this will help them grow and develop their business more efficiently.

In one of our previous blog posts, we discussed the importance of Content.

Here are some ways the audience can be captured by creating fun and engaging content.

Storytelling ๐Ÿ”—

It provides a new marketing opportunity for brands, as the power of the story is undeniable. It is a compelling way to connect with customers on a more emotional level than just product information.

People are more likely to listen to your messages and believe in your products if you have a convincing story behind them. Customers are more inclined to buy something if they understand the need for it and how it solves their problem.

Effective storytelling is an excellent means of marketing because it makes the customer feel that they are part of the story rather than just an observer or target market.

Example - ย 

This ad by Airbnb talks about how people actually view Paris on the outside and on the other hand the Real and Raw Paris. They use this story of a tourist who stayed in Airbnb, called it her home, and was able to get the best experience of the hidden gems in Paris while having a comfortable stay in a place she calls home. Airbnb was able to convey their values and quality experience not by pushing themselves as a brand but rather by pushing the consumer experience in a form of a wonderful story.

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Hashtag ๐Ÿ”—

It is a word or phrase that is preceded by the symbol โ€˜#โ€™, used on social media sites and other web-based services. The hashtag allows for easier organization of messages and serves as an identifier for different topics being discussed. Hashtags are used to categorize messages so that they can be easily found and are used to facilitate conversations about a particular topic.

The best way to create an engaging campaign is to use something that excites your audience, and then create content around it. You can use your brand's content or you can work with influencers in the space who have a large following of people who would be interested in your product.

You may also want to come up with a catchy phrase, slogan, or tagline for your campaign which will be related to your product/service, or even ideals that your company stands for.

One thing you should keep in mind with your company's hashtag campaign is consistency across all campaigns, this helps bring more impact and remain in the consumer's mind.

Example-
When I think of the best hashtag campaigns on social media, a brand that pops up in my mind is Dove.

Dove is employing Promotional Tweets with a clip and the hashtag #SpeakBeautiful to spread awareness for its campaign. Its ongoing efforts to emphasize women and encourage natural feminine beauty have helped the brand win supporters and recognition.

There was another campaign called #InMyOwnSkin that was run on Instagram. These hashtag campaigns helped the brand to instill what the brand stands for and its missions effectively.

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Consumer Communities ๐Ÿ”—

The phrase 'community' has become a core principle of every successful business. A community built on the values of your business and its customers can be a powerful engine for growth.

Starting a community is the best way to promote your brand and get others to start discovering who you are. You can start by providing valuable content in your industry and engaging with the audience.

Having an engaged community is not always easy. Building one takes time, effort, and planning. But there are some initial steps you can take to start building your community - like setting up social media accounts on Facebook, Twitter, or sharing photos on Instagram.

As you build followers, you will be able to use your social channels for promotions, events, and other opportunities where you can interact with them. You can also host in-person gatherings to create a greater sense of camaraderie and community with your customers.

When building this community, be sure to remember that it's a two-way street; don't just offer value without expecting anything in return.

Example-
Rolls Royce is one of the eminent and royal brands in the automobile industry. To make a connection with their customers and car enthusiasts they have a community called 'Whispers'.

All Royce owners are granted access to the exclusive Whispers club which offers countless complimentary services such as a 24x7 concierge and countless offers to its members. As Royce takes pride in its uniqueness and exclusivity, they only have one community for its customers. They also have a large fan following on several social media platforms where they publish content to entice the aspiring customer to reach for the ultimate quality.

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Freebies, Contests, and Prizes ๐Ÿ”—

In the digital marketing world, contests and giveaways are two of the most powerful forms of marketing.

The main goal of hosting contests and product giveaways is to gain attention. It is a good way to get recognized by the masses as a brand. There are many companies that host contests for their products.

Hosting a contest can be an excellent way to promote your brand or product. Contests can be an inexpensive way to reach a large audience, but they also have the potential for high reward.

Contests are especially effective when you are offering something valuable such as Amazon gift cards or other prizes that people want. When you run a contest on social media platforms like Facebook, Instagram, and Twitter, you'll be able to reach large audiences quickly and easily.

Product giveaways are also an excellent way to seek attention--but it's important to choose wisely when it comes to what you're giving away. Consider offering something that would be useful or valuable in the industry that your company is targeting.

Example-
Starbucks began a #RedCupContest social media promotion. It wasn't the first time the competition had been organized.

Customers were encouraged to upload a photo of themselves holding the iconic Starbucks red coffee cup and use the hashtag #RedCupContest in the caption. For the finest five images on the internet, there were five cash awards of $500 each.

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Technological Advancements ๐Ÿ”—

Marketing techniques of the brand in all ways should be up to date with the existing trends, technology, and consumer demands.

To stay on top of trends use videos and visuals. Videos are the best way to reach customers and give them a peek into the product or service you offer. Create informative videos that talk about your values, your business mission, and what makes you different from competitors.

All these are ways to attract and retain the audience using creative and engaging content. But one thing to be remembered is that all the content should be optimized.

The next post will talk more in detail about how to optimize a website, social media pages. Stay Tuned!