What's your secret to creating engaging content for marketing campaigns?

Create engaging marketing content by understanding your audience's interests, telling compelling stories, and using impactful visuals. Maintain consistency, evoke emotions, and include clear calls to action for better engagement. Test and optimize your approach, and consider collaborations for wider reach.

Create with the benefit in mind. The big picture for the organisation is the bottom line, the big picture for the buyer is having their problem solved. Although you work for the organisation, the buyer's big picture is the one to prioritise. If you solve the buyer's problem, you meet the organisation's expectations. It's important that your content converts features to benefits that solve the buyer's pressing needs, within the confines of your brand's personality. That's how to create content that delivers results.

Crafting compelling content for your marketing campaigns requires a strategic approach. Begin by understanding your audience. What are their concerns, what grabs their attention, and how do they interact with content? This helps you customize your content to cater to their specific interests. Armed with knowledge, you can shape your content to provide real value, resonating with your audience and fostering a meaningful connection.

Content is the bottom line of any brand. Famous line, “ Content is The KING”, fits every scenario. Content drives the curve for any brand, if your content structured in a way that your audience could relate to you product or services, half the battle is won. Compelling content is required at every stage of marketing. First website, flow of content should be in the form of storytelling such that content on every page is well connected. Then I’m driving marketing channels content is required from SEO to SMO to email marketing to pitching to clients. Thereafter, sales team need to have benefit to client kinda content, solving their problem areas as well as adding value to their cost turning into profit. Marketing is all about content curation

Creating captivating content is like putting together a puzzle. You need to know what your audience likes, share real stories, and make things look appealing. Spark curiosity with interesting bits, get people involved, and give them something useful. Keep things consistent and make people feel like they might miss out if they don't act. Look at the numbers to make things even better. Mixing all these things makes your marketing content super interesting!

An essential part of content marketing is understanding that different types of content generate different kinds of leads. Checklists, guides, and other QuickTip forms of content generate top of the funnel leads. But case studies, blog posts, webinars…generate mid funnel leads. So giving thought to what type of lead you want to generate will then dictate what type of content you should use.

hat do you want to achieve with your content – more clicks, shares, sales, or something else? Determine how you'll measure success, whether it's through click-through rates, engagement, or conversions. Having well-defined goals and metrics acts as a compass, guiding your content creation process. With this direction in place, you can craft content that aligns perfectly with your objectives, ensuring every piece serves a purpose and delivers results you can measure and optimize.

Another critical step is to define your goals for your content and how you will measure its success. What exactly is the goal of your campaign? Is the goal to generate leads, nurture prospects, or drive sales? How will you match your content to the stages of your funnel and the customer journey? What are the key performance indicators (KPIs) that will show you whether or not your content is effective? Set SMART (specific, measurable, achievable, relevant, and time-bound) content goals and metrics and track them on a regular basis.

I strongly believe goals and metrics are the guiding principles of a successful campaign. Goals help with establishing the purpose of the campaign. For example; Increasing brand awareness, Lead generation, Sales Conversion, and Customer retention. Goals provide direction Metrics assist with measuring the progress of the goal set by the business and these measurements give use future insight for more effective campaign strategies, such as Impressions, Click-through rate, Conversion rate and, Engagement rate Metrics offer tangible ways to assess progress.

Statistics and figures are important, it is data after all. But how often to you hear of people gathering round a campfire to share statistics? Tumbleweed.... They share stories. So, to really bring them to life; weave humanity and emotional impact into your numbers.

Using narrative tactics is one of the most effective ways to make your material more interesting. Stories have the ability to captivate people's attention, elicit emotions & forge connections. They may also assist you in communicating your value proposition, differentiating your brand & persuading your audience to act. Begin with a hook that draws attention & piques curiosity. Employ a clear & captivating story framework that has a beginning, middle & finish. Include characters, problems, & resolutions that are relevant to your audience & your product. Make your information vibrant and memorable by using sensory details, analogies & anecdotes. Finally, conclude with a clear & compelling call to action that urges your readers to take action.

Let’s assume you are not a copywriter, you are social media manager or product marketer. I would highly recommend to allocate some of your time to study copywriting frameworks. That’s what I did and once I got a grasp of it, my LinkedIn ad got 60 conversions in the first month. Before that, all my ads sounded salesy. So the more I practiced using copywriting frameworks, I got better in writing for different audience segments, having in mind their unique perspectives. Another interesting way to practice your storytelling is to feed ChatGPT with the copy of your competitor’s video ads. Use it to analyze video scripts, to figure out their copywriting hack and replicate it on your writing for your own product, using your brand’s voice ;)

Storytelling is a great way to convey not only boring numbers, but also an emotional story with problems and solutions. Here it is important to be transparent, honest and informative. Your customers will appreciate it if you let them talk about what went well, what was difficult and how you solved it together.

Use large font headlines, medium font sub-headlines, bold words in the body text, notes under images, and bulleted lists to ensure your content has impact, even if it is only skimmed.

Start by tailoring your content format and style. Consider how your audience prefers to consume information – are they more into bite-sized infographics or in-depth articles? Next, align your writing style with their vibe – the key is to be relatable. By optimizing your format and style to match your audience's preferences, you ensure your content not only catches their eye but also keeps them hooked, making your message resonate effectively.

Also see that it is within the brand guidelines and framework, is the creative emotional or disruptive, does it answer "WIFM". The CTA should also be clearly shown to measure traffic or define the KPI you want to look at like increasing traffic, calls to the call centre or similar. If testimonials are allowed then quote that too as a reference. Also we live in a digital age hence ensure the content is shareable via the most common means of sharing. Add the UTM parameter to understand which medium is used for maximum sharing. Couple this with a pre built text or a template so that users don't have to add anything themselves. Like it share it.

Customizing the format and style of your content is very important. Especially in B2B, it's crucial to understand the roles of customers in the company, as well as the way they receive information. Short videos that explain complex content are particularly well-received and make people want to know more. It would also be helpful to have a kind of content pipeline that goes a little deeper and more technical with each piece in order to catch up with everyone else.

One way to get to know your audience better in order to create content for this is through testing. Testing different formats and styles allows you to collect data to make decisions on future content pieces.

Pay attention to the place (platform), timing, and consistency of your content. Delivering your content when your audience is most active and receptive can boost engagement. Also, maintain a consistent posting schedule to keep your audience anticipating more.

Campaign Management requires few more aspects which can give better result 1. Audience Availability - Time at which audience are available on particular media- like Stock market analyst are vigilant between 9.15 to 3.30 2. Reconsideration- sometimes right audience is busy and skip to go through the content or message, reminders and Reconsidering play vital role.

Create and test your audience's journey Understanding how your audience will see and engage with your content can be pivotal to the success of your campaign. What is their entry point to the information, and how many entry points or opportunities will they have to see your content? Where your audience consumes content will dictate the best platform for entry. How long will it take them to read the next stage of content before they complete the call to action, fill out a form, download a report or move on to the next click? Be sure to keep the audience engaged throughout the journey using various media types to consume information in several ways. Revisit the journey and adjust based on your goals and outcomes.

Use User Generated Content (UGC) Increase visibility of the campaign and content by using hashtags, keeping standard sharing templates ready, encourage users to click photos and selfies and upload it on various social media forums by tagging the brand, using popular hastags and tagging their friends to make the content go viral. When an individual tags another individual, it makes the engagement more personal v/s the brand doing it.