Content is key. This statement remains true in the era of global competition among sellers who maximize their promotions through the internet. Content planned with careful consideration will yield better results because it tends to be more engaging and liked. Moreover, creating content requires significant time and effort. From props, scripts, to the editing process, it all takes considerable time. Therefore, creating engaging content is a must. With compelling content, your product sales can multiply.
It’s important to note that the content in question can be anything, as long as it is shared through social media platforms like Instagram, Facebook, TikTok, and Twitter, or search engine platforms like Google, whether organic or paid. Content can take the form of videos, photos, text, or audio, depending on the resources and goals of the content creator. Often, the objectives may vary across platforms due to their different communication styles. For example, meme content may not be suitable for LinkedIn, where the majority of users are professionals, or written content may not fit well on TikTok, where video content is the standard.
There are 3 requirements for creating engaging content
1. Define the Purpose of the Content
Generally, there are 3 purposes for creating content: awareness, consideration, and conversion. In the marketing world, these terms are known as the marketing funnel concept. Long before creating content, you need to determine the purpose of the content—whether it’s simply to make people aware of your product (awareness), to encourage them to compare your product with competitors (consideration), or to guide them on how to purchase your product (conversion). Different goals will naturally require different messages. You’ll struggle to generate sales if your content, such as a discount claim guide, is targeted at people who have just subscribed to your product’s website.
2. Base Your Content on Data
In addition to defining the purpose, you also need to create content based on the data your company already has. For example, after conducting a survey, you might find that most of your product users are public transport commuters who frequently use tap-in cards. You can create content relevant to their habits, ultimately promoting a thin, practical wallet that suits their needs. Avoid creating content that appeals to a minimal audience. Therefore, data-driven content has a higher chance of boosting your business sales.
3. Provide Valuable Content
Valuable content is content that offers real benefits to the audience, whether in the form of information, inspiration, or solutions to their problems. This type of content is created with a clear purpose, supported by relevant data or facts, and delivered in an engaging and easy-to-understand manner. By providing valuable content, your audience will be more engaged, trust you, and return to consume more of your content.
Instead of simply saying, “Email marketing is important for your business,” add value with a concrete example: “Did you know? According to research, email marketing has an ROI of up to 4200%—meaning every $1 invested can generates $42. If you want to increase conversions, use customer segmentation strategies to make your emails more relevant and personalized.” With this approach, your audience not only understands that email marketing is important but also learns why and how to optimize it.
Those are the 3 requirements to make your content more engaging. Compelling content is more likely to be liked, which can ultimately lead to increased sales.
