According to marketing research firm Ascend2, the #1 goal of marketers is to improve engagement through their marketing strategies. And engagement begins with content that stands out from the pack, grabs your target audience's attention with a title that addresses their specific needs, and then keeps them reading by providing helpful resources, tips, and concrete solutions.
Writing engaging content for a variety of clients means wearing many different hats--getting into the mindset of your current target audience. It's a lot like fiction writing. As a short fiction writer, I know that pulling the reader into the story with a compelling title and irresistible opening sentence is the first order of business. After that, you keep them engaged by telling a story they can relate to on a personal or human level.
When I'm creating content for a professional accounting firm, my writing tone and style is vastly different then when I'm writing for a brick-and-mortar storefront business. This makes your content relatable to one distinct persona. Part of standing out from the crowd is dead-on specificity and a custom-tailored tone of voice.
How do you do it? Here are a few simple tips:
- Research content that your target persona will be searching
- Write in the same tone of voice you would use on the telephone with the target
- Don't forget to include keywords in your target's language in the meta description