What are the most effective ways to create engaging content that keeps your audience coming back?

One of the things that I learnt is if you want your audience to keep coming back is to 'grow along with them'. In this era of niching down on content - what a lot of creators forget is that our needs change over time. Take Taylor Swift for example - her song lyrics talked about different topics in the early 2000 decade - but as she matured and grew and so did her audience - her topics went from teenage-love to self-love and self-awareness. This way she retains her old audience - and keeps them coming back and also generates new audience due to the legacy and value that she provides . As creators, I believe we could all learn this from her.

💡Know your audience, but understand the platform that you are using as well. Different audiences from different platforms will have different wants and needs. For example, your audience in TikTok (though might be the same group of customers/audience) may have different preferences from the ones on Facebook.

Para generar historias que hagan que la audiencia quiera regresar, necesitas conocer a quienes te leen. Aprovecha las páginas de analítica y las redes sociales para entender a tu público; eso te permitirá hacer contenido mucho más orgánico y atractivo. Además, es importante que cuentes la historia que te gustaría leer. Sí, es importante que tenga buen SEO y tal, pero debe ser interesante y estar escrita en un tono correcto. ¿A qué me refiero con eso? No subestimes a la audiencia, muéstrales respeto, empatía y, si puedes, suma un poco de entretenimiento a la mezcla.

Die Kernfrage für gutes Content Marketing ist: Welche Frage Deiner Zielgruppe beantwortet Dein Content? Erfahrungsgemäß schießen 99% des Contents haarscharf an der Zielgruppe vorbei. Darum ist es wichtig, vor der Contentkreation die Frage auszuformulieren, die der Content beantworten soll. Zum Beispiel: Warum performed mein Content nicht? Antwort: Die Zielgruppe wurde nicht klar definiert ... Wer mit "Kenne Deine Zielgruppe" anfängt, schreibt schon an seiner Zielgruppe vorbei. Denn das ist ja schon die Antwort. Wir müssen immer mit der Frage beginnen.

Knowing the audience is a must to deliver all-round engaging content. However, the audience knowledge should not inculcate rigidity. This can be taken care of by explaining technical/ industry terms. For example, basis points must be explained as hundred basis points make a percent. This approach helps to engage a non-technical reader to understand the article better.

Storytelling is definitely a powerful way to captivate an audience. It reinforces the human connection that often gets lost in the realm of marketing. People love stories and if they can see themselves becoming the hero of their own story, this is how a brand can become relatable and memorable.

Humans have been effectively telling stories for thousands of years...so stick to the recipe. Setting, main character, conflict, journey to resolve, resolution and what's next. The formula is still important in marketing communications. Interesting business, customer's challenge, overcoming the challenge (using your product), the success and how to improve. Storytelling is a way to inform AND connect with your audience; if you don't do both, you've missed the mark.

💡Tell your stories but be wary of the length of your stories. While it is advisable to make things short and simple, some stories demand to be told in many ways. In some countries, some ads have episodes and it still got people hooked. It all depends on your audience and the kind of emotions and message you're trying to get across.

Our lives are stories to be told. Adding our insight, sharing experiences is the writing on pages that we frequently give away or revise for others to connect. It is the pieces that add to the chapters in the life of others that keep society together and alive. Of course it doesn’t always fit everyone’s agenda but with the voice of many we find our way. As we read or hear the stories we connect and find our page… always to be turned.

Nutze Storytelling! Ein unglaublich lahme und total nutzlose Anweisung! Die Frage ist doch nicht, ob ich Storytelling nutzen soll. Die Frage ist: Wie zur Hölle mache ich das? Und wo finde ich die passenden Geschichten? Erstaunlicherweise werden die Antworten so gut wie nie gegeben, obwohl sie vollkommen banal sind. 1. Überlege Dir das Ziel Deines Contents z.B. erfolgreicheren Content durch Storytelling produzieren. 2. Suche eine Geschichte (eigene oder fremde) die zeigt, wie eine Kleinigkeit eine große Veränderung bewirkt z. B. das Händewaschen in der Medizin einen riesen Unterschiede gemacht hat. 3. Stelle den Bezug her: Storytelling ist das Händewaschen der Contentkreation. Fertig ;)

💡Sometimes, it is enough that your content is entertaining - that is already value enough. Value, however, will depend on what your purpose is right from the start. A clear call-to-action should have been established from the moment you establish your purpose.

Elevate your content by infusing it with substantial value. Beyond entertainment, strive to make your content informative, educational, or genuinely helpful. Position yourself as a problem-solver, a source of answers, or a provider of novel insights. Choose from diverse formats and mediums—blog posts, videos, podcasts, ebooks, webinars, or courses—to cater to varied preferences within your audience. Don't just stop at delivering content; offer additional value through content upgrades, lead magnets, or freebies that act as enticing incentives. By consistently enriching your content with practical benefits, you establish trust, turning your audience not just into consumers but avid followers seeking ongoing value from your expertise.

Jedes Stück Content sollte Dein Publikum ein Stück schlauer machen. Das bedeutet nicht, dass Du Dein gesammeltes Wissen Preis geben musst. Nur so viel, dass man mit Deinem Content einen Schritt weiter kommt. Zum Beispiel kannst Du als Yogalehrer:in Deine 5 Lieblingsübungen für Läufer:innen verraten. Damit hilfst Du weiter, es ersetzt aber keine Yogastunde bei Dir.

I firmly believe the perfect ingredient for creating engaging content is the use of market data/insights. Data or findings from any credible research adds to the weightage and value of the content. Data reflect the on-ground sentiments and makes it more relatable.

Distinguish yourself by embracing originality in your content. Let your unique voice, perspective, and style shine through, creating a distinct identity that sets you apart. Use your content as a canvas to showcase your creativity, expertise, and personality. Discover your niche and carve out your angle, expressing opinions authentically and infusing humor where it aligns with your brand. Originality can also be cultivated through experimentation—try different formats, mediums, or techniques that resonate with your brand and captivate your audience. By consistently delivering content that bears your unmistakable imprint, you not only stand out in a crowded digital landscape but also foster a deeper connection with your audience.

Originell zu sein ist wohl die schwierigste Anforderung. Warum? Weil wir dazu neigen, uns mit anderen, die viel origineller sind als wir zu vergleichen. Das kann schnell frustrieren. Der bessere Ansatz wäre, diesen Anspruch einfach beiseite zu schieben und guten Content zu machen. Die Originalität kommt dann über die Zeit ganz von selbst. Mein Content und mein Schreibstil haben sich über die Jahre entwickelt. Eines meiner Learnings: Höre auf die Rückmeldungen, die Du zu Deinem Content bekommst. Was fällt Deinem Publikum an Deinem Content auf, was typisch für Dich ist? Mir wird beispielsweise immer gespiegelt, dass ich wohl aus dem Norden komme. Also potenziere ich das weiter. So entsteht über die Zeit Originalität.

Originality is king — but not at risk at being cringe. You want to stand out and be memorable, not by being a copy and paste brand. This is the same thing as finding your niche, but in this case, it’s finding your stage presence. The same plan won’t work for everyone — like Duolingo’s unhinged Owl and everyone who attempted to mimic it. This is where the cringe aspect comes into play. It just doesn’t work for everything. Be authentic. Be true to your brand and your style. Originality will follow.

Plagiarism should always be a no-go. The perspective of the writer needs to be exclusive and should not be negotiable at any cost. However, wherever required external articles or reports should be quoted with proper source and most importantly the date of its publications. Giving credit where due is the quality of a good writer and previous or current references amplify the writer's perspective in a more impactful manner.

Leveraging the 'Peak-End Rule,' a cognitive bias where people judge an experience largely based on how they felt at its peak and its end, can be effective in content creation. Craft your content to have a notable peak - a surprising fact, a compelling story, or a powerful insight - and a strong, memorable conclusion. This ensures that even if the entire content isn’t consumed, the impactful moments create a lasting impression, drawing the audience back for more. In each piece of content, strategically place a peak moment in the middle and craft a resonant ending. Track engagement metrics to refine and optimize these peak-end moments for future content.

Content optimization is a great strategy. Infographics embellish the ariticles, and also help to make a better sense of words. Rise or fall captured in an easy to understand graphic helps to make stronger impact. It is critically important to provide the source of such infographics, and any estimation or gap in the infographics should be carefully captured in the 'Note(s)' below the infographics.

One of the most important things within a content piece is a call to action. It needs to be engaging and inspiring. However, it also needs to be unique per each piece and not repetitive. Repetition bores an audience but creativity creates an audience. So when writing a call to action make sure it’s relevant, creative, and unique.

Inhalte optimieren ist auch so ein No-Brainer, der einen am Anfang von der Contentkreation abhält. Mein Tipp: Erst mal anfangen! Ohne das Ganze SEO-, Meta-, Keyord-Gedöns. So entsteht entweder gar nix oder schlechter Content. Das Wichtigste ist: Beantworte eine Frage Deiner Zielgruppe! Wenn Du das ein paar Mal gemacht hast und sicher darin bist, dann kannst Du mit der Optimierung anfangen. Dazu nimmst Du Dir aber nur einen Punkt. Zum Beispiel SEO. Dann erstellst Du Deinen Content wie immer und optimierst ihn im Nachhinein auf SEO. Das wiederholst Du so oft, bis Du gleichzeitig Dein Contentpiece erstellst und auf SEO achtest. Wiederhole das mit allen Optimierungsparametern.

This is probably one of the most important points. Don’t treat your work as archival piece and something you can’t even dream of updating. It should be a living document — change and update as necessary. Don’t be afraid to try new things and even reuse old content (don’t forget to spruce it up).

A major goal of content creation is to provide value to the target audience. One way this is done, of course, is by creating new, informative content regularly. (Read: Create a content calendar!) New content creation will always be important. But brands often forget that they can also refresh existing content. Data updates. New case studies evolve. Technology develops. Laws and regulations change. Perspectives shift. There are endless opportunities to refresh older content to keep it relevant and accurate. As a bonus, when you update your content, your audience knows you don't just hit "Publish" and forget about it. It shows you value them enough to keep your content valuable for them.

The art of captivating content involves not just talking but also listening. Instead of a relentless stream of content creation, engage your audience by creating spaces for them to contribute. Curate user-generated content, encourage discussions, and actively respond to their inputs. In an era where everyone is eager to speak, the power lies in fostering a two-way street of communication. Let your audience be the co-creators; it's the unexpected collaboration that keeps them coming back for more.