Content Marketing: Creating Engagement

notebooks and a cup of coffee sitting on a table

Continuing on with tips of content marketing, it’s time I covered how to actually get your audience to engage with your content. And, let’s start things out honestly – engagement isn’t easy. However, these tips are sure to help your content stand out from the crowd and get people interested.

We’ll be discussing:

  • Imagery. Making the content easy to digest.
  • Information. Stats, stats, stats…EVERYBODY!
  • Connections. Becoming one with your target market.


You may already know that visual based content performs well, but did you know that 51% of B2B marketers prioritize creating visual assets as part of their content marketing strategy? And, that number is 11% higher (resulting in 62%) for B2C marketers. That means marketers across industries are taking advantage, and you can too!

Here’s what you can do to make great imagery to go along with your awesome content:

  • Brand it. As a company, you have a certain voice and brand that you want to show the world. Today, that brand awareness is huge! It’s how your audience connects and recognizes your work. Think of the McDonald’s or Starbucks of the world. You know exactly who they are just by the design, slogan, and even colors they associate with their brand. That’s what you have to keep it mind. Make your images follow branding guidelines!
  • Video. The time for moving pictures has never been more relevant! With live streams and vlogging taking over, your company needs to jump on the wagon. This doesn’t mean you need to make a daily Instagram Story, but it does mean that putting out a video about your products, stats, or even customer testimonials could be huge in generating traffic and conversions. It gets people interested while also providing useful information that is key to engagement.
man looking at his phone


No matter what industry you’re in, people on the internet only want one thing – information. In today’s society, we are constantly reaching to learn more and asking questions that no one has thought to ask. As a business, it is your responsibility to ensure that the content you put out there caters to this need.

You can:

  • Provide details about your product
  • Give a demo on a software
  • Give styling tips
  • Provide industry stats
  • Create a tutorial

Anything that offers up an answer to a question you feel your audience might be asking is fair game. In fact, if you’re struggling to understand exactly what your audience is interested in, using tools like AskThePublic can be great to find long-form question based keywords to base your content on.

typing on a computer


If there’s one thing you take away from this article I hope it is this – create a connection with your audience. New generations (mostly likely your audience) are focused on how companies treat the rest of the world. More than that though, they want the relationship you have with them to be more personal. To get engagement, you have to create engagement. Here’s how you can do this:

  • Ask for feedback
  • Create polls
  • Showcase your employees and company as a whole
  • Get involved in the community
  • Get involved in the industry through trade-shows or conferences
  • Host contests

Creating the content isn’t the hard part, it’s getting your audience to engage and recognize the information you’re putting out there. This isn’t easy and it takes time. You have to learn your audience, understand what they want, find out how it makes sense to cater to those needs, and then connect and show them that you are fulfilling what they want.

By putting these basic practices to work, I’m sure your business will be on the way to generating an engaging audience in no time.

Published by Stevie Howard

I am a digital marketer that has experience in a variety of fields including social media, SEO, SEM, lead generation, content strategy, and more.

Leave a Reply