Digital marketing can be a bit tricky as you constantly have to make sure your content is relevant and fresh. It’s important to stay ahead of the curve and create content that people actually want to see. There are a few tactics you can use to make sure that your content is engaging and captures an audience. People react differently, so it's important to mix up your content. Some people react more to videos than they do articles, however, emailing articles generate a higher open rate. So switching up your content helps you capture the attention to a larger audience.
It’s also important to start off with an engaging topic and state why it would be of great benefit to readers to continue engaging with the content. It is easier for traditional mediums of communication to capture an audience because they have the legroom to create a build up or climax. It is more tricky with digital marketing as readers are not enticed to continue engaging with the content and they can simply stop reading. Try to start your post or article with something that will grab the reader's attention and maintain it throughout.
Test out your content on smaller groups first, so try and get people to read your content first and get their objective opinion. Sometimes it is difficult to generate content on your own so try to get your inspiration from influencers. This will give an idea on how to generate content that keeps people engaged. When it comes to content creation quality over quantity is the best approach. It’s better to have your blog filled with quality content rather than a million posts that people don’t want to see. This also creates an anticipation amongst your audience as they will forward to guaranteed quality content.
Don’t take yourself too seriously, have some fun with the content you produce. People want to engage with authentic content that they relate to. If it’s all work and no play you could potentially lose your audience. This goes back to mixing up your content and maximizing your reach. Your content should be based on consumer insight. Use consumer insight to generate content so your audience knows you're proactive in creating content they actually want to see. It is also important to capitalize what works for you. So repurpose or reshape your content where necessary. If a particular post is doing much better than the rest then capitalize on that and create content similar to that by creating a video of infographic.
Try experimenting with different formats and test those new formats out. Using videos has become a very common practice across websites, blogs and even Linkedin so it would be useful to capitalize on that. Prioritize videos in your content creation process and don’t be shy to reuse content. In digital marketing, your audience won’t see everything you post or are less likely to remember. Reusing content that has received amazing reach would work in your favour