content marketing

Content 101: Creating Engaging Content

By NativeAI / November 30, 2015

How can brands create content that consistently attracts and holds the attention of large audiences?

There’s no magic formula, but most highly-engaging content tends to have these qualities in common:

It is authentic and entertaining/informative, not promotional

Example: The Whole Foods blog doesn’t try to push products on its readers; rather it focuses on simply providing fresh, health-conscious recipes.

It covers topics which the company is viewed as having expertise in

Example: The “Sit or Squat” campaign from Charmin, which helps people find a clean public bathroom nearby, is right on brand.

It sparks some sort of human emotion, such as curiosity, delight, or dismay

Example: HubSpot does an excellent job on its blog of piquing curiosity without feeling like a tabloid.

It feels relatable, either by being highly topical or relevant to day-to-day life

Example: Home Depot manages to consistently create content that is both timely and informative.

It creates value by giving the reader actionable advice/tips/ideas that they can use

Example: Through its network of brokers, Charles Schwab knows the sorts of financial questions Americans tend to ask; via pieces like this it tackles them clearly online.

It is written/filmed professionally, and copy-edited to catch any mistakes

Example: We’re not going to embarrass any particular brands with this one … for now. ;)

Written by NativeAI / November 30, 2015

The NativeAI & News360 team curates this blog with valuable insights and interviews from content publishers, marketers and analytics experts across industries. We are committed to provide the best possible Content Intelligence tips and tricks you can find on the web to boost your digital media publisher business.