Ep. 013 How To Create Engaging Content

11/03/20 • 5 min

Welcome to the Cracking Content podcast, helping entrepreneurs to amplify their expertise through storytelling, content and PR, so they can get more sales and make a bigger impact. Every business has a story to tell. Don't be afraid to tell it.

In this episode, I'm going to talk about how to make your content more engaging and how to find your real voice. So often, when we're creating content, it might feel like you're shouting into the void and you're thinking, "Oh my gosh, I can't maintain my audience's attention." Or you're worried that you're not getting enough views. As humans we are naturally drawn to quality content. It's much better to concentrate on creating those core bits of quality content and using social media to amplify it than just churning out content every day without purpose.

{1.19} What you need to think about is the end result of the content you're creating and the key business messages that you're sharing with the world. Why is it important? What value are you bringing and how are you sharing?

{2.51} People have a short attention span when it comes to content. People are often scanning content that they read on the web. Make sure you don't write a ridiculously long paragraph, create a snappy, but intriguing title to draw your readers in and then make your content easy to read with short paragraphs, subheadings and lists.

{3.57} Creating, engaging content is just not about you. It's about connecting with your audience. Readers are drawn to relatable experiences. Tell a story. I've done an episode about this already. There is a unique truth and honesty to stories that gains instant trust. Let yourself be a little bit open and don't forget to use things like social media widgets at the bottom of your page or blog post, so readers can share your story and pass on the word.

{4.49} How often have you clicked on an article to find that it doesn't answer the question that it sets out in the title? Make sure that you deliver on the content that you create. Your content should be consistent with keywords throughout it, so it can be found through organic search.

Connect with Claire:

To find out about 1:1 content coaching go www.clairewinter.info

Free Facebook Group: https://www.facebook.com/groups/crackingcontent/

Web: https://clairewinter.info/

Instagram: https://www.instagram.com/clairewinteruk

Join the Cracking Content Club Membership: https://clairewinter.info/cracking-content-club/

Connect with Claire:

To find out about 1:1 content coaching go www.clairewinter.info

Free Facebook Group: https://www.facebook.com/groups/crackingcontent/

Web: https://clairewinter.info/

Instagram: https://www.instagram.com/clairewinteruk

Join the Cracking Content Club Membership: https://clairewinter.info/cracking-content-club/

Previous Episode

Ep. 12 Perfecting Your Pitch to the Media

Welcome to the Cracking Content Podcast, helping entrepreneurs to amplify their expertise through storytelling, content, and PR so they can get more sales and make a bigger impact. Every business has a story to tell. Don't be afraid to tell it.

In this episode, I'm going to be talking about perfecting your pitch to the media. I love talking about this, and it's something that a lot of people feel a bit scared about when they first start doing it, but the more you do it, the easier it gets. So perhaps you're trying to market your business or share a charity event or something that's happening in your world, here are 10 tips to help you pitch to the media, take a risk.

{1.26} Pitching stories is really about taking risks because you don't know what the outcome will be. If you're worried about putting yourself out there, think, what is the worst thing that can happen? Literally, the worst thing that can happen is that you get ignored or someone says no, in which case, you can just move on and try something different and just think, well, that one didn't land, I'm going to try another one.

{2.56} You need to approach journalists effectively. I can't tell you how many press releases I've been sent, where they got the wrong publication and the wrong name. Now, this might sound a bit ego led, but people don't tend to read emails that aren't addressed to them.

{4.38} Provide extra content. Journalists are super busy and have many deadlines to meet. So they want someone who's prepared and ready. Providing extra content to your pitch will definitely give you an advantage.

{6.59} You can give an exclusive to one publication, and then a different angle to the others. That way, you can still release your full story to other places too. If you're going to offer exclusivity, make sure it's for that dream publication that your ideal client loves to read.

{7.26} Don't be rude. It's not personal. It will be down to their news agenda, their editor, what other news stories are breaking that week. Sometimes you even land a story and then a bigger news event will happen and all of the stories that have been scheduled to go that day will be knocked off by a breaking news event. So, it's never ever guaranteed that your story will make the press.

If you want to learn more - Join my webinar - Learn how to get your first (or next story) featured in the press on the 5 November at 8pm (DST). You can sign up here https://clairewinter.info/register/

Connect with Claire:

To find out about 1:1 content coaching go www.clairewinter.info.

Free Facebook Group: https://www.facebook.com/groups/crackingcontent/

Web: https://clairewinter.info/

Instagram: https://www.instagram.com/clairewinteruk

Join the Cracking Content Club Membership: https://clairewinter.info/cracking-content-club/

Next Episode

Ep. 014 Writing Hacks To Disrupt The Scroll

In this episode, I'm going to be talking about writing hacks to disrupt the scroll. Now, what do I mean by that? I mean a social media post that is going to stop somebody in their tracks so they read what you have spent ages creating. Scrolling through our feeds is a compulsive urge that many of us find really hard to resist. Social media is vying for other people's attention and it's a battle to get people to stop on your post. You'll need to tap into all of your inspiration to write great attention-grabbing, scroll stopping copy. So here are some hacks that will give people a reason to engage with you.

{1:17} Write a great headline. That is going to grab someone's attention. And the great thing about social media posts is you can have fun with them. You can write a pun, you can write something shocking and attention-grabbing. You're not trying to write a blog post that has got to have an SEO-friendly headline. This is to grab someone's attention so they read that blog post.

{2:08} If you haven't done some work on your ideal customer, it's a good idea to go back to square one and think about who is this bit of content for? What is the purpose? And what am I trying to get them to do next?

{2:45} You need to take their attention away from scrolling. And one of those ways is through an arresting image. Not everybody likes reading content. They like looking at pictures or video.

{3.59} You need to write in language that will resonate with your ideal customer. People buy with their emotions. Ask yourself, "How is your ideal customer feeling right now?" Think about their state of mind. Are they worried? Are they happy? Are they bored? How can your content reflect that?

{5:00} A big part of a content marketing strategy is also listening, and talking to your customers, and understanding what they need right now.

{6.10} Another great exercise is to revisit some of your old blog posts and refresh them. Why not repost them and see if you can get an uplift in engagement?

Connect with Claire:

To find out about 1:1 content coaching go www.clairewinter.info.

Free Facebook Group: https://www.facebook.com/groups/crackingcontent/

Web: https://clairewinter.info/

Instagram: https://www.instagram.com/clairewinteruk

Join the Cracking Content Club Membership: https://clairewinter.info/cracking-content-club/