How to create content that engages your audience

Producing content relevant to readers is the key to success in digital environments. Here are a few clues as to how to achieve it

Cómo crear contenidos que interesen a tu audiencia
19/10/2016 · Xavier Orri Badia

The biggest challenge involved in creating your strategy for social networks and blogs lies in crafting content which really grasps the audience’s attention. How can you find out which topics interest your target audience? It’s no use having a beautifully designed blog if you can’t seduce readers. The key to achieving this is connecting with your target profile of user and resolving pre-identified specific questions and problems which affect this unique group of people.

And how can you identify these tricky or thought-provoking questions that your audience have? Obviously, a good place to start is to draw from your own experience. If you’re a professional in the pharmaceutical sector, for example, the conversations you have with your colleagues and your own day-to-day reality will give you some clues as to the dilemmas that are popping up in your industry. But above and beyond this, there are some digital tools out there to help you capture trends. Here are some steps to follow:

  • The first thing to do is take a look at the some top websites and blogs in your sector to pinpoint the content which generates most debate and is most shared on social media. You can do this by focussing on indicators such as the comments posted on each entry or even the most-visited content list that many websites have. It’s not a matter of copying content, but rather gathering ideas and creating your own responses to the questions raised.
  • The second step is to carry out the same task on social networks. Tools such as Kloud allow you to see the most popularly mentioned words and users in reference to a term. For example, below are the influencers that the website associates with the term #Marketing. 

Social networks also help you to see the trends related to your subject so you can contribute new questions. At the end of the day, your job is to set yourself apart from the competition, and Twitter, Facebook or LinkedIn are spaces where you can quickly identify what’s hot in your field.  

These first two steps allow you to create your subject list. The key is then to craft well-rounded entries structured in such a way that the introduction poses a question and then you put forward your proposed solutions.

But how should you go about managing these subjects? This is where content scheduling strategy comes into play, and it’s best to follow the three thirds rule.

It’s super easy: all you have to do is divide the entries into three types of content depending on their source. This means that throughout each week a third of your posts are made up of your own content, in other words, the texts based about your own experience and know-how.

The second third of your content is reserved for recommended texts of other users, such as influencers. This will give you credibility and can even help you to promote your social network profiles or blogs if the original author shares your post.

Finally, the last third is made up of participatory content, in which you give your audience a voice by way of polls, open questions and competitions, etc. These types of posts help keep your followers loyal.

Find out how to improve your positioning on social networks by taking our course ‘Social networking in the workplace

Xavier Orri

Xavier Orri Badia

Co-founder & COO