Some brands get a lot of likes, shares, and comments on their posts. Their blogs are also engaging. Readers easily subscribe to their newsletter and open emails, too.
On the other hand, your content doesn't get as much engagement despite a wide audience. What could be the reason for that?
The answer lies in this question — Do you create content that resonates with your digital audience? If not, here are 8 practical tips for creating engaging content for digital platforms.
Know your audience
You can't create effective content without knowing your audience. Can you?
Before creating content, ask yourself — Do I know my audience's preferences, pain points, and interests? It's the foundation of great content. With this knowledge, you speak directly to what matters most to them.
Start by researching your target audience through surveys, social media polls, or tools like Google Analytics. Find out what they are already engaging with. It could be blogs, videos, or long-form guides. The more you know about your audience, the easier it becomes to tailor content according to them.
Hook with a strong opening
You're still reading because the first sentence of this blog is engaging. It immediately resonated with your interest. Digital readers are professional scrollers. They scroll fast. And if you don't catch their attention immediately, they'll move on. A strong hook pulls them in and makes them want to stay.
Start with a thought-provoking question, an interesting fact, or address a problem.
Take this blog as an example. Instead of starting this blog with a lame phrase like "Content is king in digital marketing," we addressed a common problem, "Why do some brands get shared thousands of times while others barely get a like?" The second opener sparks curiosity. It makes you read further to find out more.
Focus on value, not length
People want short and crisp answers to their problems. They don't want to sift through long, drawn-out explanations. This doesn't mean you should create short content for the sake of it. Rather, focus on delivering the key points without unnecessary fluff.
Instead of writing three paragraphs to explain a single concept, can you condense it into one clear, concise paragraph? This approach keeps your audience engaged and helps you communicate more effectively.
Use visuals wisely
Visuals tend to remain longer in human memory than texts. You can use images, videos, infographics, memes, etc. They break up long blocks of text and provide visual interest to make your content more shareable. Make sure to use visuals that support your message rather than distract from it.
Write as you speak
Be conversational in your writing. You're not writing a letter to the president. Writing a conversational tone helps you build that connection. Simplify your language.
For example, if you have a digital marketing blog, instead of saying, "Our company specializes in providing digital marketing solutions, "say, "We help brands grow online."
The second version is more direct, friendly, and easier to read. Don't make your readers work hard to understand your message.
Encourage interaction
Engagement is a two-way street. If you want your audience to interact with your content, give them a reason to. Ask questions, invite feedback, and encourage them to share their thoughts in the comments section.
But be careful not to force interactions. If you use a phrase like "Tell us what you think!" it sounds mechanical. But if you ask, "What's that one challenge you face often in sales closing?" It feels more personal and encourages the reader to make a comment.
Stay consistent
With consistency, we don't mean posting regularly (although that's important); we mean maintaining a consistent tone, style, and message across all platforms. If you have a friendly and approachable tone in your blog but formal and rigid on social media, your audience will feel disconnected from your brand. To avoid that, set guidelines for your content style and stick to them.
Test and tweak
Not every piece of content you create will go viral. And that's okay. Keep improving and experimenting. Try out different formats, headlines, and styles to see what works.
If you notice that your video tutorials get more engagement than your written posts, create more video content. Trial and error is necessary for innovation.
Conclusion
You can't trick your way up to create engaging content. It's a complete process that includes knowing your audience, providing value, staying consistent across platforms, and experimenting with new things.
The more genuine your approach, the stronger your content will be.
