(Video) Most Engaging Content for Marketing in 2023

So you're into content creation, but it doesn't resonate and isn't interacting with your audience?

We define "engagement" broadly as how people can interact with your content, e.g., in a comment section on your website, a chatbot, or a social media post. It's also engagement if visitors return to your blog to read the next post or if they subscribe to your newsletter.

Best content for engaging your prospects

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Let's start with an initial set of tips to increase engagement and step up your content marketing:

  • Create cutting-edge, informative, funny, or relevant content that readers want to share with everybody.
  • Is your content targeting a specific audience for the specific stage of their buyer's journey?
  • Post consistently so your audience knows what to expect.
  • Share your knowledge and make your story original so readers find it worthwhile.
  • To provoke readers to share their point of view on a particular issue or start an exciting discussion, be a bit controversial.
  • Specifically, invite readers to comment. They are more likely to respond if you ask them to. Ask them to share their reactions and comments at the end of the post or to like or share your post on social media.
  • Respond to comments or questions, regardless of whether the engagement is favorable. You want your audience to see that you pay attention to them. This will make them more inclined to return to your blog/website.
  • Make yourself visible on other blogs. Comment on posts that are relevant to what you've been posting. Seeing you engage on other blogs makes people curious to see what you've written on a similar subject matter.

Content Types with High Engagement

Every industry and niche market will have its unique set of best-performing media content types. You must measure and track your results as you use different content to see what works best for you and your audience. Here is a brief overview of some content types performing well across various industries/market niches. 

Case Studies

A case study is a type of original research that is unique content type in that it conveys specific information about a brand's successes/failures. In a case study, you provide step-by-step data about how you improved specific results over time. In the context of content marketing, this typically refers to engagement, traffic, leads, and sales through content marketing techniques and processes. These are valuable because they show how you achieved tangible results and learned from mistakes. And you're sharing all this so others can benefit from your experience.

Ideal Customer Profile (ICP) Worksheet


This is the presentation of information/data in a visual way. This way of conveying content consistently rates as being shared and viewed more than most other content types. Infographics provide a powerful way to convey your information in an easy-to-absorb visual format. They can communicate any idea or concept. Data, research, statistics, and results of analytical studies work particularly well.

HubSpot provides fifteen infographic templates for you and your business to use on Powerpoint so that you can relay information to your curious audience. Infographics can take the form of timelines, flowcharts, graphs, and others, and it’ll require your judgment to decide which format suits your information best.


These are perfect for social media outlets and don't require any graphic design skills. They may seem relatively informal as content for your blog, but they will get noticed. Just meme it when a funny idea strikes you or the mood hits. They can be adapted for any niche. Your niche can't be too narrow or esoteric that it doesn't warrant its meme. Don't overuse memes because they can devalue your brand or dilute your message.

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Book Reviews

These help position you as a thought leader. Simply discuss a book and give your take on it. Recommend good ones and critique the not-as-good ones. Share the value you got from reading a particular book. They can be simple or complicated; it's your choice. A suggested format would include an introduction of the book and author, a summary of significant points, sharing what you liked and didn't like, recommending the particular book to your readers, and providing a call to action with a link to the book.


A good video communicates your message succinctly and memorably. It's not only the moving picture but also the words you say or display. You can create a video of an office tour, a music video, a how-to video, or anything else that suggests itself to you that's informative and would interest your audience. Keep it 2-3 minutes long to encourage folks to watch and comment on the whole thing.


These epic blog posts go beyond your usual post's length, style, and approach. You need a good writer, a sound designer, and a good idea. The idea has to be something your audience wants, the content has to be well-written, and the design attractive to your audience. Guides help collect email addresses if you offer them in exchange for contact info. Remember, readability depends on layout and presentation as much as an excellent writing style.

Opinion Posts

These could also be called rants. These pieces of content have a decidedly different tone than your typical post. This is not a careful and researched discussion of a topic. It is more potent and more expressive. The more vociferous your presentation, the more likely it is to be read and shared. This is a first-person take on a hot topic or big issue relevant to your industry and niche. You get stronger search ranking and shareability when you address popular topics. This is not suggested as a daily thing; use it with caution. Be civil, don't degenerate into attacking. Be clear; this is your take, position, and opinion, and stay humble.

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Personalized Content

Content, wherever possible, should be targeted and personal based on your goals. Personalized email content, addressing individuals by name and referencing prior purchases, events they participated in,  personal stories, and behaviors they have shown are all elements to be leveraged with "speaking with your reader."  Create content that people love. Engage them and use your CRM data and marketing automation to make a difference. Thank them for being valued customers, frequent visitors to your website, or for consuming a particular type of content. Sharing additional content based on previous likes or dislikes will continue to spark interest and additional engagement.

User-Generated Content

User-generated content (UGC) is created by consumers rather than the brand itself. This type of content can come in many forms, such as customer reviews, comments on social media, or photos and videos shared by customers. Its authenticity and cost-effectiveness, combined with the ability to drive engagement and provide valuable insights, make it an effective tool for reaching and engaging with the target audience. By incorporating UGC into their marketing strategy, businesses can build customer trust and credibility and achieve their marketing goals.

Further options for snackable content include interactive quizzes and surveys, which platforms like Twitter, and even Google Forms, make very easy. If you have a bank of video content, you can convert those into GIFs through programs like Giphy and others.

In Conclusion:

Writing engaging content has to stand out if you want to succeed in content marketing and engage your audience. There are a lot of possibilities to boost engagement. Varying your content type can also substantially impact your target audience, and if you're tracking metrics, you'll soon see what lands best. Regardless of your form, your content speaks to an audience; the audience listens, shares, learns, and converts.

The most engaging content shares at least one common quality. It is based on originality of thought, relevant to your audience. Be daring, unique, and original to stand out in a sea of the same old content.

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Shelley's been in Seattle practically since the dawn of time. She enjoys having fun (seriously) with research and writing. In her off hours she reads and walks, although not at the same time -- because tripping over sidewalks is embarrassing.

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