How can you write content that engages and holds your reader's attention?

Here is what you need to know before you start writing new content: Every piece should have ONE clear goal and target ONE specific individual with ONE particular problem or need. That's where your buyer personas come into play. Buyer personas are detailed representations of your ideal customers. They go beyond demographics to capture their goals, pain points, preferences, habits, and decision-making processes. Don't hesitate to give them names and human characteristics. The more you relate to them, the better you can craft content that truly connects. By gaining a comprehensive understanding of who your customers are, you can craft tailored content that speaks their language, making it relatable and ultimately keeping them engaged.

My guiding principle for creating engaging content is this: people don't remember facts, they remember stories. Tell a great story - one that is written through the lens of what motivates the audience you are trying to reach - and you will naturally drive engagement.

Writing content that engages and holds your reader’s attention boils down to one key thing—being obsessed with your audience. This means: • Identifying your audience and crafting content that speaks directly to their interests, needs, and challenges. • Adopting a conversational tone to make the content relatable and readable. • Structuring your content with subheadings, bullet points, and visual elements like images, infographics, and videos to enhance skimmability and enjoyment. • Weaving in stories and anecdotes that resonate and maintain reader interest. Above all, the content must be inherently valuable — educational, informative, or entertaining — serving the reader first, without overt promotion or sales tactics.

Know your audience, yes but also think about what your audience actually wants / needs to hear rather than just what you want to tell them. In my experience, people start with far too much content, typically because they've already developed something and are trying to repurpose it, regardless of the audience. Asking them to look at that content through the lens of the audience and the key things they want the audience to walk away with usually whittles it down.

Know your audience, but also know the cacophany of voices they are already being exposed to. Differentiate your voice and/or your chosen delivery channel from the cacophany. I prefer real-world storytelling for my initial hook, then map my message and benefits to my audience's unique and true profile. Knowing my audience means REALLY knowing my audience...not just the "demographic" or "psychographic" stats. Talk to them first or talk to someone who knows them, first. Really know your audience, and you'll know what they're tired of hearing, and then you can offer them a confection of curiosity to engage them.

Did you know only 20% of content gets read past the headline? This means you need to give your headlines the TLC they deserve to prevent your content from going to waste. So here are 5 proven tips for catchy headlines: - Use numbers; they communicate specific value and always work great to grab attention - Address your audience's pain point or frustration so they can relate - Create a sense of urgency to inspire action - Make it personal by using "you/your" - Keep it short and sweet when possible, 8 words or less Examples: "7 Ways to Get More Done in Less Time" "3 Small Morning Habits to Increase Your Productivity by 100%" By incorporating these simple tips in your headlines, your content will become irresistible.

In addition to having a catchy headline, there are a number of things you can do to create engaging content: Write about topics that are relevant and interesting to your audience. What are they talking about on social media? What are their pain points? What do they want to learn more about? Use a conversational tone - Write in a way that sounds like you're talking to a friend. Be approachable and relatable. Tell stories - People love stories, so use them to illustrate your points and make your content more memorable. Break up your text - Use headings, subheadings, and bullet points to make your content easier to read and scan. Use visuals - Image videos, and infographics can help to make your content more visually appealing and engaging

To write a truly catchy headline, try to steer clear of clichés and overused phrases that may dilute the uniqueness of your message. Create intrigue by incorporating specific details or unexpected twists related to your content. Emphasize the value your content provides and appeal to your audience's curiosity, making them eager to discover more. Experiment with wordplay, unique angles, or a touch of humor to set your headline apart and draw readers in with a refreshing perspective.

The very first step for hooking your readers in-the HEADLINE! It's almost obvious that it needs to be catchy, welcoming, engaging, etc. But how to make one like this? ✅use captivating adjectives (best, top, important, free, etc.) ✅add CTAs if you can (learn X, find out X, etc.) ✅add numbers if possible (10 reasons to...) ✅offer something valuable (templates, examples, case study, etc.) And there you have it!

Keep it short, keep it simple, and if possible, data-driven. Headlines that contain data have a higher chance of being noticed. If your piece isn't data driven, ask questions in headlines, or bring up a point that resonates with your audience.

Practice tried and true journalistic techniques. * Don't bury the lede. Start with something impactful that catches the reader's attention. * Follow it up with a strong "nutgraf." This is where you deliver the core of your message. * The rest of your content should be clean and precise and serve to reinforce your first two paragraphs. * A great kicker that refers back to the lede is a proven winner. Writing under these journalism fundamentals gives you structure and helps organize your thoughts to be economical and precise. That leaves time for some flourish later on. It also values the reader's time and gives them the info they're looking for in a format their brains are accustomed to. (Save the creative license for that novel.)

Structure, not uniformity. Listicles are tired, but they still work for some audiences. Longform may work if your readers are actually 'readers.' Settling on a form right out of the gate assumes you know how your audience wants to consume content. Test a few formats to see what sticks. Use heatmaps to understand how and when readers drop off. Don't be afraid of what the data tells you. Are they bored? Is the content experience poor? Lean into objective metrics and align your experience to what your users want.

It's a great idea to outline before you start writing. Make a bulleted list of your main points, then read through them to ensure you've covered everything in the right order. Then, turn your list into subheadings for your piece, when appropriate. The last step is filling out each section with the information your readers need. This gives your article a logical structure, ensures you hit all the points you intended to, and keeps you on track, without meandering.

Nutze das PAS Framework: 1️⃣ Problem: Identifiziere ein Problem, das deine Zielgruppe hat. 2️⃣ Agitate: Verstärke das Problem, indem du die Emotionen deiner Zielgruppe ansprichst. 3️⃣ Solve: Biete eine Lösung an, die das Problem deiner Zielgruppe löst. Dieses Framework funktioniert beim Menschen deshalb so gut, weil es auf einem grundlegenden psychologischen Prinzip basiert – der Vermeidung von Schmerz oder Unbehagen. Dieses Prinzip ist tief in unserem Gehirn verankert und hat den Hauptzweck, unser Überleben zu sichern. Es leitet unser Verhalten in vielen Aspekten unseres Lebens und ist der Hauptgrund dafür, dass wir dazu neigen, Lösungen zu suchen, um Unbehagen oder Schmerz zu vermeiden.

With dwindling attention spans and users being time-poor in general, I think making content scannable wherever possible is key. For a social post for instance, format the post so that people can easily find what they are after and leave what they don’t need. Listicles, bullet points, highlighting sigh emojis and sectioning off points is a good way to structure information sharing posts. If it’s a blog, write attention grabbing headlines, hooks, break insights down into sections with headers, add related imagery to contextualize points and add value with expert insight.

Many people are afraid of writing simply. They feel it under-delivers on skill and creativity. Would you prefer that the reader with whom you are ostensibly communicating is able to digest the material with due consideration and intellectual contemplation, as to ascertain the profundity of its contents? Or do you want it read and understood? Spare your readers the excess and they'll be grateful. They might even take action, like buying stuff.

If I sum up a decade of content creation experience in one sentence it would be to make content easier to understand. 3 Sense Check Tips for Content Creation: 1. Can a 6 year old understand what I’m saying? (Simplicity > Fancy Copywriting) 2. Can I deliver the message using less words? (Straight Forward > Beating Around the Bush) 3. Why should anyone care? (Emotions & Engagement are key)

Have a standard style of writing. Define your audience and only deal with what a particular TA requires in one piece of content. Phase out everything else! Thumb rule: If a line reads longish and convoluted, it probably is. Use active voice at all times. Write in short sentences. Always shorten long sentences into two or three depending on the phrasing. Restrict one idea per line. Be direct to address the problem promised in the subheading when starting copy below it. Strive to attain a Flesch score of 6-8 (or optimize the content to make it readable for US 6-8 graders! Avoid dangling and squinting modifiers. Avoid using too many adjectives.

Verbose ain’t contributing to the art of clear writing. A reader is only going to continue reading if: - The content is understood in the simplest manner - The reader finds the narrative either relatively relatable or entirely unfamiliar - The content impersonates the reader to question their beliefs or opinions

Never underestimate the value of a fresh set of eyes when drafting copy, especially for social media. Ask for a peer review, and if they don't grasp your meaning or can't follow the message clearly from a single read through, your content needs editing. Perhaps the sentence structure needs reworking, too many adjectives were used, or the idea is just too complex to be conveyed in a single post. If a social media consumer can't understand your post on the first try, chances are high that they aren't going to try again, they'll just keep scrolling.

Adding value is the most important part of any content. If your content doesn't have any value for your audience, they'll have no reason to read it. Always make sure that your content is doing at least one of these things: - Solving a problem the reader has - Helping the reader reach their goals - Positively impacting their life in some way - Entertaining, Educating, or Inspiring the reader If it doesn't give them any kind of value, they'll quickly ignore or forget it.

Your goal is to build trust by showcasing your knowledge in a relevant and compelling way that tells your audience something new. The better prepared you are to write, the more effective your copy will be. You want to be seen as the expert by your reader. If your writing is credible, then you will retain your audience quickly. Before writing, seek out diverse sources, viewpoints, research, and experts in your subject matter. Set aside time to read and reflect to synthesize the information consumed into the most important nuggets you want your audience to know about. Also, any mistake--factual, grammatical, or misspelling, will turn off your reader for good. Always proof your copy meticulously, and remember to cite sources!

Providing too much information in your content may not be the best route to take. Even if you've done weeks of research. To hook your readers in and keep them engaged with your content, you need to integrate something unique and valuable. This something has to be either based on previous experience, a case, a research, stats, etc. Storytelling is an excellent way of providing value to your content that's not just informational but also engaging.

The AIDA model, and using it effectively is a game changer. You should always know - any piece of content seeks to inform and to a greater extent: solve a problem. Solve the problem ASAP in your content. Establish value through primary sources, use diagrams, and show that you are well-read on the subject matter. Talk them through every step of the problem-solving process and establish value in every paragraph. You want to avoid 'fluff' as much as possible

The whole piece will not be content if there is no value, however value is perceived differently per different targets . So if you did a good analysis to know who you are targeting, you will be able to create good value for them

If your email begins, "Dear, FIRST: I hope this email finds you well," I'm OUT. If the note sounds cold and robotic, it's hard to develop an emotional connection to the messaging. A best practice to avoid this tendency is to write with someone specific in mind; like a friend to whom you're sending business tips and info you thought they might find useful.

In my posts, I try to chat with my readers, not just talk at them. I throw in questions and a bit of humor to make them feel part of the conversation. And with a call-to-action, I invite them to join in, share their thoughts, or explore more. It's about making each reader feel included and valued.

Brands can adopt a 360-degree content marketing approach that goes beyond their website. The key is to make the content insightful and relevant, and involves a mix of formats. Say for example, if you’re writing for a B2B brand, you might want to include white papers and case studies to showcase the brand’s expertise in the industry. For a B2C brand, interactive elements like product guides, quizzes, expert interviews etc can be leveraged to boost engagement. At the end of it, every piece of content put out should be optimised to increase brand visibility making it the ‘go-to’ resource for any queries or searches in that field.

Develop a personality in your writing. How do you do that? Be yourself. Don't be Jeff Bezos, Elon Musk or whoever. Be yourself - let your way of structuring your thoughts come through in your writing. And stick to it. After people read your stuff a couple of times they become familiar with it and foster a deeper connection. You can then use this to get people to take actions you want them to take. They are more likely to engage when they know who you are and can trust you.

Find ways to pleasantly surprise your audience too. If you share something in a new way, delight them with a question asking for their feedback, or begin using humour in a way that’s on brand, you’ll keep them interested in what you share next.

Be open to the fact that the way many people digest content continues to fundamentally change. Many writers believe the way they write, the way they were taught, is an absolute. It becomes a belief system. Try to avoid that mistake. Be open to change. Be open to the fact that they way we used to write 10 years ago might not be right for today's mediums or audiences. The basics will always apply, I think, but let's be open to experimentation.

Have an opinion. Dont simply regurgitate what others are saying. Have a perspective which is thoughtful, meaningful and original. Don’t be afraid to stand out. You don’t need everyone to agree with you but if you want to be a leader then that means it’s important to let people see what you stand for. It’s not about loving the sound of your own voice and speaking your opinion just because “everyone has a right to their own opinion”. Be clear about who you are, bring a fresh perspective to the conversation, illustrate how you came to that position... don’t just add noise.

Everyone can google tips and tricks How you can engage your audience? Share your stories Share your expertise Document your journey This way They will find your content relatable They will learn from your experiences They will consider you an Authority in your niche

Make it interesting to your audience. Engage the use of storytelling. Use an engaging writing style that is clear and easy to understand. You don't have to use big grammars. Make it simple, meaningful, more relatable, memorable and straight to the point. Note that, emotions sell more.

Be clear, concise and most of all connected with your audience by using simple, direct language - and be careful to avoid cringe when livening up your headline with colloquial/meme-based slang. A good gut-check for Gen Z is a close read of tiktok comments. Merciless, but gives you a real-time read of the vernacular at any given moment!