Most Engaging Content: Results in Marketing in 2024

So you're into content creation, but what you write doesn't resonate, isn't the most engaging content, and isn't interacting with your audience?

We define "content engagement" 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.

How Does Content Marketing Drive Engagement and Growth?

• Video content generates 1200% more shares than text content. Video is a very effective way to engage your audience. Videos are more visually appealing than text and more engaging because they can tell a story or show something happening.

• Infographics are shared 300% more often than text-only articles. Infographics are a great way to present complex information visually appealingly. Infographics are easy to scan and provide a quick overview of information, making them ideal for sharing on social media.

• Lists are shared 170% more often than other types of content. People love lists (and we love Umberto Eco). They're easy to scan and provide a quick overview of information. Lists are also a great way to break up your content and make it more visually appealing.

• Quizzes are shared 125% more often than other types of content. People love quizzes. They're a fun way to learn new things and a great way to generate engagement. Quizzes are also a great way to collect data about your audience.

• Images are shared 94% more often than text-only articles. Images are a powerful way to capture attention and engage your audience. Images are more visually appealing than text and can tell a story or illustrate a point.

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

Specific content types in every industry and niche market excel in engaging audiences. Analyzing and monitoring your results as you experiment with different content formats is crucial to determining what resonates best with your specific audience. Here is a concise overview of content types that have proven successful across various industries and market niches.

Case Studies

A case study is a powerful form of research that offers unique insights into a brand's triumphs and challenges. By providing a detailed analysis of how you achieved specific results over time, such as increased engagement, traffic, leads, and sales through content marketing techniques, case studies offer valuable lessons and inspiration for others. By sharing your experiences and the lessons learned along the way, you can help others benefit from your expertise and avoid common pitfalls.

Infographics

Infographics are a highly effective way of visually presenting information and data. They consistently outperform other content types in terms of sharing and engagement. Infographics provide a visually appealing format that makes it easy for audiences to absorb complex ideas and concepts. They are effective for presenting data, research, statistics, and the results of analytical studies.

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.

Memes

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.

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.

Videos

A good video communicates your message succinctly and memorably. It's the moving picture and 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.

Guides

These epic blog posts exceed your usual 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 types of content have a distinctly different tone than your average post. They do not carefully research and analyze discussions of a topic. Instead, they are more impactful and expressive. The more passionate your presentation is, the more likely it is to be read and shared. These are first-person perspectives on hot topics or significant issues relevant to your industry and niche. By addressing popular subjects, you can improve your search ranking and shareability. However, it is not recommended to use this style of content daily; exercise caution. It is essential to maintain civility and avoid attacking others. Be clear in expressing your take, position, and opinion while remaining humble.

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.

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User-Generated Content

User-generated content (UGC) is a powerful tool in the hands of consumers, allowing them to create and share content that resonates with others. From customer reviews and social media comments to photos and videos, UGC provides a level of authenticity that traditional brand-generated content cannot match. Not only is UGC cost-effective, but it also drives engagement and provides valuable insights for businesses. By embracing UGC as part of their content strategy, businesses can build trust and credibility with their audience, ultimately achieving 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

Creating compelling content is essential to stand out and succeed in content marketing. There are numerous strategies to increase engagement and captivate your audience. Experimenting with different content types can significantly impact your target audience, and by analyzing metrics, you can determine what resonates best. Regardless of the format, your content speaks directly to your audience, capturing attention and inspiring them to share, learn, and act.

Engaging content possesses a common trait - it stems from original and thought-provoking ideas that resonate with your audience. To truly stand out amidst a sea of repetitive content, dare to be unique, bold, and refreshingly innovative and create the most engaging content possible.