Creating Engagement with Online Content Marketing

Let us not forget the rules of engaging writing…

Those producing a lot of written content on a consistent basis realize that some pieces will be better than others.

Especially in these days of Google when content is required daily for retail websites, subscription websites and online businesses to hold page ranks organically – while entertaining and engaging an audience through social media, blogging and email correspondence.

In order to efficiently do your job, here are a few writing strategies you may want to try using to engage your readers and create content they will enjoy.

3 considerations for engaging online content marketing

The Internet is packed with content nowadays. How can you assure your content is going to get read? Beyond paid and organic promotions, creating engaging content will interest readers and keep them coming back for more, especially if you interact with them.

Using social media sites helps increase audience engagement, as do these three writing styles.

1. Address your readers: Knowing your audience is the best way to gain their trust. Show them that you understand the negatives and positives that they experience. For instance, if you are talking about SEO strategies, be transparent about your own struggles. Share what has worked and what hasn’t. Identify with the reader and let them know that they’re not alone in their battle with SEO. If you’re a cooking publication and have always had a hard time getting the right consistency in soups, share what you’ve learned about flour and corn starch. Showing humanity creates a bond between you and the reader.


2. Share opinions: At the Mequoda Daily, we like to share factual evidence on strategies that online publishers or Internet marketers can use for successful endeavors. We also like to report and share other information from reputable sources. While doing this, giving a personal opinion helps readers understand our feelings on the issue. Many audience members like to know opinions so they can agree or disagree. Sharing an opinion allows for the start of a dialogue that is valuable to the audience.

Editors can also use such dialogues to decide upon topics to discuss in the publication going forward.

3. Ask your audience: If you create a story on a topic that’s important to your audience, it’s worth asking your audience for their opinions on it. For instance, we’ve been covering predictions for 2011 on the topics of online advertising, mobile and news media. These are all topics we’d like to have our audience comment on because their opinions are relevant.

Another example is the recent, historic decision on net neutrality. On December 21st, the U.S. Federal Communications (FCC) voted to create new network neutrality rules for broadband providers. This 194-page order includes a number of provisions, which can be viewed here. This is a topic of importance to anyone working with online business models.  And since there is significance, a discussion on the topic could be valid to online publishers.

Next time you have trouble writing an article, consider the above three writing styles. They may direct your composition and help you speak candidly with your audience. Surely your audience will appreciate that you’re doing your best to engage them, and this will likely help your piece become successful.

Before I conclude this article, if there is any topic you’d be interesting in discussing that is related to the online publishing world, please leave a comment on this post.

If you have further interest in content marketing, join us in sunny San Ramon, CA for the Mequoda Summit West 2011.


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