Create Engaging Content: 5 Actionable Tips

Jennifer Schulze

Unless you’ve been living under a rock, you know content is a big deal right now. From social media to blogs and product descriptions, content is everywhere.

In fact, content is so prevalent that some marketers have dubbed it “the content sea” and proclaimed that the only way to stay afloat is to create engaging content that does something your competitors’ doesn’t. Easier said than done?

Here are five tips to help you get started—and help you avoid your content ending up in the trash.

1. Curate carefully

Curated content gets a bad rep in a world where original content is king. When you do it right, however, curating content is an excellent way to provide value.

For an example of great curated content, check out Kevan Lee’s The Ideal Length of Everything Online.

2. Utilize data

In a world where everyone is doing content, the only thing that’s going to set you apart is what your content offers that nobody else’s does. Because of this, it’s critical to make good use of data in your content.

In addition to making content more engaging for your readers, this helps establish yourself as an authority in your industry.

3. Expand your social reach

A full 95 percent of millennial customers expect brands to have social presences on platforms like Facebook and Twitter. Because of this, it’s critical to build and expand your social reach. Use your platforms of choice to share insider tips, dispense original and curated content and to display visuals like infographics and original photos.

By creating content on social platforms, you make it easier for customers to find you and interact with your content when they do.

4. Practice social listening

If you aren’t already using a tool like Hootsuite for social listening, you should be. By using social listening to subscribe to a particular keyword, you can stay on top of what your customers are talking about and direct your content accordingly.

5. Head to Quora for topics

Quora, an online question-and-answer platform, can be an invaluable platform for topic mining. Simply head to Quora’s homepage, find industries or topics you’re interested in, and pay attention to what people are asking about.

Once you’ve done that, take the topics and turn them into content for your company. An inexpensive form of audience research, this approach helps you create unique content your competitors haven’t gotten around to yet.

Unique content starts here

While developing unique, engaging content is difficult brands like Airbnb, Dollar Shave Club, and General Electric have done it beautifully, and so can you. With the help of these five tips, it’s easy to get your content overhaul off to a good start.

Happy writing!

For more tips on creating engaging content that gets results, see Say Something Valuable—Or Don’t Say Anything At All.


About Jennifer Schulze

Jennifer Schulze is Vice President of marketing for SAP. In her role, she manages customer marketing as part of the office of the COO. She has over 15 years of technology marketing and management experience and is a small business owner in the San Francisco Bay area.