How to Create More Compelling Online Content

by Michelle Salater on January 25, 2012


If you and your team are scratching your heads trying to come up with new marketing content each month, of if you feel as if you’ve about wrung dry the subjects you write about, chances are the people reading your marketing materials will notice.

But fear not, fair readers: there are plenty of ways to inject life into your online content so that you can keep your readers hooked.

Keep It Interesting by Switching Things Up

Variety is the spice of life. It’s also the lifeblood of compelling online content. As you compose online marketing materials, keep things interesting by including a mixture of formats, which might include any of these…

  • Testimonials: In email campaigns, testimonials (video or written) can break up a series of missives that might begin to feel redundant to both your end and your readers’. Schedule a testimonial email near the middle of a campaign to breathe life into it.
  • Case Studies: A great way to add variety to blog posts is with case studies  of people in your industry, clients, peers, or others you know whose experiences are relevant to what you do. You can present case studies a number of ways; casual interviews work well for many blogs.
  • Analysis Ezines: Research universities are constantly conducting scientific studies and publishing their results. A quick Google search of terms relevant to your industry should uncover any recent findings, which you can then analyze and comment on in an ezine. Statistics and newly solidified findings make great source material, because they both qualify as “news” and relate to your business.
  • Guest Blogs: Ask for guest blog posts from someone whose point of view will complement your blog’s. A peer who works with a slightly different set of clients, a satisfied client who’s succeeding with your help, or a person from a field that overlaps with your own can all provide intriguing additions to your blog. As a bonus, you’ll probably develop some nice links between your blog and your guest’s—especially if you’re asked to reciprocate.
  • Industry-Specific Analysis: Scouring news sites is a great way to find fodder for online content. To avoid regurgitating stories that have already appeared in dozens of news outlets, try providing unconventional, industry-specific analysis—in other words, write about the news topic as it relates to your business. While it may be difficult at first to see links between what you do and what the stars are up to, providing compelling commentary will get easier as you practice.
  • Use pictures: This may sound like silly advice, but online readers tend to be more initially intrigued when they have a relevant visual (or two) to accompany what they’re reading.

What strategies have you used to grab the attention of your online audience, and what results did you see?

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If you like this post, you might also like:

  1. How to Create Content
  2. What Poetry Can Teach Us about Writing Marketing Content
  3. 20 Ways to Spark More Creativity for Your Content
  4. To Syndicate Your Unique Content Or Not?
  5. The Importance of Sticking with Your Online Marketing Strategy

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