What Is Engaging Content?


The ability to create engaging content online is becoming more and more of an asset to organisations and businesses, especially in a digital world where everybody has a soapbox to stand on.

It is becoming harder and harder to cut through the noise with content marketing, and with over one billion active users on Instagram alone, simply generating content for content’s sake isn’t going to cut it and it isn’t going to do your brand any favours.

Whilst there is no quick fix way to sky-rocketing your brand to digital stardom, there are methods to help fire up the engine.

As part of our content planning series, we will be examining the ways in which brands can do themselves justice by positioning themselves well and engaging with the right audience with well-thought-out content. These are the five key elements to understanding what engaging content means:

  1. Online presence
  2. Building online trust
  3. Audience engagement
  4. Converting consumers into customers
  5. Supporting SEO strategy

1. Online Presence

Our agency revolves around engaging content, so it is imperative we understand the digital and social landscape of platforms. But, for those that don’t work in the marketing industry, the question of whether having an online presence is necessary can still crop up.

We have seen a global digital shift in the last decade, pulling most brands and organisations online. Why? Because where else can you communicate and engage with not only your existing customers but your potential customers, all in one space and at no direct cost?

The question shouldn’t be shall we be online – but how do we make the most of being online.

2. Building Online Trust

It is important to recognise that our industry has a bit of a bad rep. There, we said it!

According to a recent study, only 3% of people trust salespeople and marketers. Although this may seem pretty punishing, if we look at this data abstractly – to those outside of the industry, a marketer’s goal is to make people want to buy their products and services. Therefore, they would be right to question whether they can actually trust their content. Is it a trap? Am I being tricked into thinking I need this? Do they really care about me?

The positive side to audiences being able to sniff out phoney content is that it indicates there must be methods we can introduce to build trust within our audiences through engaging content.

The online world is a very saturated place, and people will be looking to your content for reminders as to why they follow you. Re-tell them. Do this by:

  • Using your tone of voice
  • Incorporating your fundamental values into your content
  • Giving your audience reasons to continue to hear what you’re saying
  • Always remember the end user
  • Using actual images of actual people instead of stock images
  • Providing data or client testimonials that shows your audiences why you are so good at doing what you do
  • Being authentic 

3. Audience Engagement

There is something remarkable about creating content you’re proud of, putting it out to the online world and having your audience resonate with it and letting you know they feel the same – whether that’s through a simple like, share or comment. It’s special. It is a marketing tactic at its peak and its most rewarding.

Engaging content creation gives us the tools we need to begin to understand our audience. And when we understand people, we communicate with them better. It allows us to begin to create an online dialogue directly with our consumers. We can engage in conversation that evokes a feeling within our audiences and makes them want to stick around to hear more of what we have to say. How? By finding our tone of voice and implementing it throughout our online content.

This creates a dialogue with your audience and once they like what you have to say, they will begin to trust you, your content and your brand.

4. Converting Consumers Into Customers

Engaging our customers online means much more than retweets and shares. It means they like the messages we are communicating and believe in our brand.

It doesn’t mean everything you ever produce is going to sell out or go viral. But it does mean that your audience understands you and what our brand is offering to provide.

And this is why the industry is so significant. Your content – whether it be copy or visual – can directly transform your audience from consumers into customers.

As humans, we invest our time into things that are memorable, that make us feel good and that we think we will get the most value out of. So, you should ensure your content is positive, memorable and valuable. Research has shown that audiences dislike being pitched to or made to feel as though they are a means to an end. Treat your audiences as humans, friends even, and not merely data.

5. Supporting SEO Strategy

Content is the bedrock of our SEO efforts. When utilised correctly, it can massively improve your SEO, which in the long-term, boosts online presence and in turn sales considerably increase.

Putting these two concepts together means content can begin to attract search engine traffic, increases audiences’ online dwell time, and can directly drive customers to content.

SEO content can take the form of:

Remember your SEO strategy when you are releasing content out into the online world. It can massively boost your online presence and land you with new audiences.


Engaging content:

  • Goes a lot deeper than likes and follows
  • Builds brand trust which is like free advertising
  • Creates genuine consumer/brand relationships
  • Boosts online presence
  • Is a website SEO must

Finally, content is king and should never be overlooked. So much so, that we have three more blog pieces coming on the topic!

Want to find out more? Contact Millrace Marketing about what we do on 02922 801280 or email  Hello@millracemarekting.co.uk.


Share this post

Share on facebook
Share on google
Share on twitter
Share on linkedin
Share on pinterest
Share on print
Share on email