Tips for Creating Engaging Content
Consistency in content creation is one of the most important strategies when it comes to public engagement, but beyond regular posting you must also work to make sure you are creating things that people actually want to read or watch.
Given how busy and bombarded most people are by ads, social media, streaming services, news, and more, it’s important to consider the relevance and interest of a topic to help ensure people engage with it.
If you’re working for a campaign, candidate, or public affairs shop, there are a few key characteristics to making good content. Follow these three pointers and you’ll waste less time creating content that no one consumes.
Tip #1: Timely content
It’s vital that you keep your finger on the pulse of what’s happening in your issue area or in the media more generally. The news cycle can turn a standard social media post into a viral sensation. That’s the power and momentum that the internet carries, which is why it’s important to be flexible and adjust your strategy when the occasion calls for it.
The news cycle will rarely give you a window of opportunity, so when you see it, take it. On a small scale, this could look like jumping on internet memes or trends that are aligned with your voice. One major example of this is the Peloton ad that went viral for all the wrong reasons. Aviation Gin used that viral ad to make its own featuring the same actress and it went similarly viral. While this example is brand-based, it illustrates the power that acting fast can have. If you spot a trend dominating social media – and one that aligns well with your issue area – consider using it to drive engagement and grow your followers.
Another important part of creating timely content is aligning with the calendar. For example, if you are a lobbyist or public affairs consultant, the legislative session should play a key role in your strategy. Given that your audience is likely other strategists, leaders, or the general public who are often in tune with the legislative agenda, use this to inform your content. For example, many Capitol Hill staffers will post specific content when legislators are in town and voting, knowing that people will generally be talking about specific issues more. This will make your content both more relevant to the moment and to people who follow you or who are interested in politics and public policy.
Tip #2: Valuable content
Providing value is an often-overlooked tool. Rather than spamming people with generic statements, educate or provide practical advice. Use your organization’s expertise to provide tips, insights, or recommendations to your audience.
For example, if you are an environmental organization, you could create a list of the cleanest beaches, or best local farmer’s markets in a particular area. Or maybe provide a list of some of the most environmentally friendly brands as recommendations for people looking to shop more sustainably.
Give people actionable tips and advice that they can use to improve their lives. This will build your credibility and increase engagement. The more value you provide, the more your followers will come to trust you.
Tip #3: Unique content or a unique voice
Using a unique voice is another central tenet of creating good content. It requires a little more thought and creativity, but this can often be the factor that helps differentiate your work from other people or organizations.
Perhaps you have experts on staff who could provide unique insights in the form of short videos. Maybe you’re an environmental or renewable energy organization with lots of scientists on your team. You could create a weekly newsletter where one of your experts breaks down a different topic. This is a great way to help your organization stand out and deliver the type of value discussed above.
Another way to set yourself apart is to adopt a unique voice. The National Park Service (NPS) does a great job of this. The organization has taken a more tongue-in-cheek approach to social media. Check out some of NPS’ posts here. Their social media team posts witty content, memes, and funny replies often. It brings a light-hearted voice to a government entity, which is a relatively rare occurrence. People connect with the NPS’ social media much more and their posts often go viral. As a result, they have more than a million followers and are able to use their large audience to distribute important information.
Tip #4: Storytelling
The last tip to creating engaging content is to use storytelling principles. While your day-to-day social media content doesn’t necessarily require storytelling, your longer-form products such as videos or promotional materials should incorporate some storytelling to foster a stronger connection with your target audience.
Make sure to include a clear protagonist, a clear challenge, and a clear solution in your video. When you tell a story, the audience is more invested in the problem and the outcome. It creates a deeper connection and encourages the audience to consider a different perspective.
Conclusion
Being relevant to your audience helps you grow and create greater brand awareness in your space so that you can more efficiently achieve your organization or campaign goals. But amid a sea of media platforms and messages, it’s not easy to create content that stands out. As you create your own social media, videos, and promotional content make sure to consider incorporating:
Timely content
Valuable content
Unique content
Storytelling
