The 7 pillars of Crafting Engaging Content

By Hisham Wyne | Blog

Jul 02

Read. Like. Share.

Repeat.

That’s what you want your readers to do. But how do you make sure that your audience will even deign to read your content?

7 Technique for Crafting Share-Worthy Content

Hook, Line and Sinker

Everyone can claim to be a writer. But not everyone can be called an effective one. With at least 1.8 billion web pages in the world today, how can your content be singled out and read? Moreover, how can you make sure that it will be shared over and over again?

The world has experienced so many viral sensations. There were unintended posts that were meant to be shared among friends and family only, but spread like wildfire. There were also posts specifically created to resonate around the globe. Whether these posts were meant to be viral or not, the fact remains – their content was “delicious” enough to be spread the world over.

Everyone wants to eat delectable goodies. When creating content, you must make sure that you put out bait that will be gobbled up by the sea of online readers. The juicy morsels of news and information that you share should hook your reader’s attention and effectively reel them in.

Content That Sells

There are different kinds of writers. If you find yourself writing content mainly for online consumption, you would find that it has a different technique and flavor to it. Of course, it is assumed that you have already mastered the basics of decent writing. However, you will also find out that it is not enough to just be book smart about it.

Writing for the Internet requires you to be more creative and tactical in your content creation.

What you write will be posted online, and it is meant to reach as many eyes as possible. You put on so many caps, taking on the different personalities of the clients that you write for. That is why companies hire seasoned professionals for copywriting services  intended to boost their online presence. They want content specialists who can weave content that is enough to compel their audience into action.

It could be that you are also writing for yourself. Still, you write because you have a purpose. Most likely, you write because you want to share what you know, how you feel, or how you want to make a bit of a difference in this world.

Whatever prods you to write, one thing is certain: you want people to like it enough to pass it along.

Here are some techniques that will help you come up with shareable content:

1. Know you audience

Time and time again, you will be asked to know your audience. Who are you writing for?

True, you may be hired by a company to write about their products and services. You immerse yourself neck-deep in research. You pore over pages and pages of statistics. You know about every nut and bolt, every nook and cranny, every taste and texture of whatever it is they are selling. Do that. That will serve you well.

But never neglect the people who will be using that product or service. Delve into the demographics. Pay attention to the psychographics. Even try to go and personally meet and talk to the customers. Only then will you be able to think how they think, speak how they speak, and act how they act.

2. Be relevant

Since you know about their (your audience) inner workings, you can then mold your content according to their unique sensibilities and preferences.

Knowing your audience will let you craft content that is meaningful to them. When they can identify with what you are saying, they will be engaged enough to share the message.

Also, keep one ear to the ground (or in this case, your eyes glued to screen). Be updated with the latest news. Keep abreast of the latest trends. Know what the online community is abuzz over.

By incorporating what’s new and what’s hot into your content, you make sure that you stay relevant and timely. People will be able to relate to your message, and this will help in prompting them to click “share.”

3. Appeal to emotions

Have you noticed what went viral lately? It can be content that elicited emotions of fear, anger, sorrow, or joy. Emotionally charged material makes you want to react and share the feeling.

Think of what would spark the emotions of your readers.What content can make them post a catalog of emojis and post “so many feels”?

Write content that could surprise, amuse, or even make them cry. So many companies use these emotional hooks to engage their audience. Why? Because it works. Humans are emotional beings. Maybe not everyone has marshmallows for a heart but any action can be considered a reaction.

4. Use attractive graphics

It would greatly season your dish of information if you pepper it with creative images.

You can use pictures, videos, infographics, or whatever creative execution you can apply.Use powerful visual elements to complement your content, and add spice and flavor to what you’ve written.

5. Be social

Include social media links with your content material. If it’s a guest post featured on a particular website, for example, include a link to your company’s social media platforms such as Instagram, Facebook, and Twitter.

The same can also be done with other promotional or marketing communication materials. Corporate blogs and emails to customers can include those social media buttons as well. Don’t forget to write a compelling call to action in the end so your audience will be driven to your webpage, your showroom, or whatever reaction you want them to have.

6. Keep it bite-sized

People always seem to be in a rush these days. Almost everyone wants everything instantly. They don’t have hours to absorb your content.

Write snack-sized material. Opt for tiny tidbits of information. People on-the-go will be more inclined to “stay and chat” if you don’t monopolize their time. Have a quick banter with your audience. They’d be more inclined to pass on your message if it comes in small yet substantial packs.

7. Cross your t’s and dot your i’s

Sure, it’s the techno age and you hear a lot of LOLs, BRBs, and Gs flying around the cyber sphere. While you are given leeway to use language and lingo that is relevant to this generation of readers, it doesn’t give you license to write with bad grammar and wrong spelling.

Content with wrong grammar and a lot of spelling mistakes can diminish your credibility (or that of the company you’re writing for). Poorly-written and shabby content won’t get you the likes and shares that you’re aiming for. Err on the side of caution and pay attention to these details.

Better yet, continue to develop your skills and expand your knowledge. Read books. Expose yourself to enriching experiences.

Enroll in marketing communication training and even in career enhancement courses. Keep on learning and improving yourself so you will have a deep well of knowledge that you can cull ideas and inspiration from. What you learn from self-improvement and continuous learning will benefit your content creation career.

Write Right

It’s easy to fall into the trap of spinning sensational news and crafting clickbait content. It’s true that you want to reel in your readers and influence them to take action based on what you’ve written. However, be careful about what you write and how you write it. Your pen is mighty and it can cut and slash instead of mend and nourish.

Write content that is truthful. Hinge your claims on verifiable statistics. Do not plagiarize and always check your facts. Do not recklessly string words together just for the sake of getting shares. Instead, share what you know through your words because you care.

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About the Author

Hisham Wyne is an award-winning copywriter, brand consultant and content creator based in Dubai. He has over a decade's expe­rience in helping brands get their messages right. From crisp web copy and zippy brochures to in-depth company profiles and analyt­ical annual reports, Hisham makes words work for you - so you can sell better, gain visibility, and give your brand a unique voice.

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