Creating Engaging Content For Online Audiences


It’s safe to say that content is constantly being thrown at consumers. As more and more companies take their marketing efforts online, consumers are often left sifting through overwhelming amounts of ads, photos, newsletters and blogs, all of which are eventually doomed for deletion. The fact of the matter is that the average person spends about seven hours consuming content daily—so how can your business break through all of the clutter? Here are some key tips to engage your online audience:


Know Your Audience

It’s no secret that every writer wants their writing to resonate with an audience, but in order to do this, you must know who your audience is. Before you put pen to paper, ask yourself who will read your work. What are their interests? What are their needs? Why is this relevant to them? In the end, the answers to these questions will help guide the structure of your work, the language you use, the information you include and the way you approach each topic. 


First Impressions Matter

The first opportunity to engage an online audience lies in just a few words—the headline. On average, 8 out of 10 people will read a headline, but only 2 out of 10 will read the rest. Yes, your headline should give readers a glimpse into what you’re writing, but it should also inspire them to read on. You only have a few seconds to grab your reader’s attention, so make sure your headline paints a clear narrative and encourages your audience to click. Forbes Communication Council said it best: Keep it crisp, concise and catchy.   


Keep it Simple 

Let’s be honest—nobody wants to feel overwhelmed when they’re reading. That’s why it’s important to keep your writing reader-friendly. The ability to skim through content with ease and process the information provided is crucial. Organizational tools, like headers, subheaders, lists and bullet points, will trim down those never-ending bodies of text and save your reader’s eyes. 


Add a Personal Touch 

They say that writing can be a window to the soul, so let your personality shine in your next piece. The last thing people want to read is regurgitated content, so don’t be afraid to draw from your own personal experiences and expertise. A great way to engage your reader is to provide them with something relatable. Authentic and transparent content can sometimes be the best way to promote a brand.   


Do Your Homework 

This should go without saying, but always be sure you know what you’re talking about, especially when writing for a specific niche. Readers want to feel as if they’re getting their information from a reliable source, so it’s crucial that you establish credibility early on. Interviews with industry experts or the inclusion of data and statistics are great and easy ways to convey information while proving reliability.     


Creating reader-friendly content can be a key differentiator for companies. To learn how to best leverage your content and connect with your audiences, contact the LaunchTech team today! 

Author : Emily Pellini