How to Structure Your Content
As mentioned in the previous section, the way you structure your content is important for engagement. You can deliver a lot of value in your written content, but if it is poorly structured and difficult to read, the value will be lost. Here’s some tips on how you can avoid this pitfall and create content that people actual want to read.
Keep Sentences Short and Easy to Follow
Using large paragraphs and big blocks of text can be offputting for the reader. Instead, keep your content to 2-3 lines per paragraph.
By chunking your content, it makes it easier to read, less intimidating and the end result is a more engaged reader.
Use Bullet Points and Numbered Lists to Keep Content Organised
Bullet points and numbered lists help make a point or highlight specific information that the reader can quickly scan through. This helps to keep them reading other parts of the post, giving them only a snippet of the overall content that they then need more information from the post in order to gain context.
Break Your Content Down Into Sections With Headings
Headings are an important aspect of content creation. They help to divide content into sections, allowing you to drill down on a specific part of a topic in one section, before moving onto the next point. It makes your article flow better and also helps with SEO.
The Secret to Creating Engaging Content
As promised, here is the secret sauce to creating more engaging content. Create content like you would in a book or a play. Have 3 acts; Act 1 is the set up, Act 2 is the conflict, and Act 3 is the resolution.
Act 1: The Set Up
Stories unfold according to a central idea or problem. A setting has to be created where the story can play out, which is also the first step toward making a good first impression. Remember, getting readers to relate takes more than cliche lines. While you do not have to reinvent the wheel, avoid using terms that are too familiar already. The more original the better.
Act 2: The Conflict
A superhero is only as good as his or her nemesis, and stories without conflict receive little to no attention. This is something to keep in mind when creating more engaging content.
For the most part, people are looking for solutions to a problem. Introducing that problem as the conflict, makes your content relatable, relevant and interesting.
Act 3: The Resolution
The last part of the story is responsible for two things; providing a feeling of satisfaction that taking the time to invest in the content was worthwhile, and motivating them toward some sort of action you want them to take. A story that just ends without resolving the content is a severe disappointment and takes away from the value of the content.
For example, let’s say you’re writing about tax saving tips. You create the setting, ‘You’re a business owner in your first year of business. You’ve been quite successful already and have managed to turn your starting capital into a healthy revenue. And then tax time hits.”
Here comes the conflict, “You’ve been so busy trying to grow your business, hiring staff and buying new equipment to fulfil your orders that you forgot to put money aside for tax purposes.” Then the story ends.
It’s relatable, it builds intrigue, but it lacks value because it doesn’t provide a resolution to the problem. It robs the reader of that feeling of satisfaction, and they are less likely to convert into a lead.
When you put the three acts together, you have a recipe for some very engaging content. There are no strict rules for how long the content needs to be. Everything depends on what you want to achieve. Creating engaging content doesn’t need to be an arduous task. Just create the setting, introduce the conflict and resolve it.