Read Our Blog

8 Top Tips for Creating Engaging Marketing Content

Content that makes you want to read on.


Have you ever had a mental block when trying to write new and engaging content for your business?

We've all been there, especially when we all know just how pivotal content is as a part of any marketing plan. 

Posting consistently not only gets customers talking about your brand, but ensures you are front of mind when they are ready to make a purchase. A regular schedule for your audience means that they know when to look out for your next update. Content that makes you want to read on is the birthplace of impressive email open and click through rates. So, how do you keep your things fresh and customers tingling for the next instalment? We have 8 go-to tips, proven to work with even the most seasoned marketer. Read on…

1. Personalise your message

Emails, social posts and website content might all be in the virtual space, but ultimately, they are an expression of your brand and the people behind it. Campaign Monitor found emails with personalised subject lines are 26% more likely to be opened. The DMA found segmented and targeted emails generate 58% of all revenue. As social creatures we want to make connections, and social media platforms attracting large audiences are the ideal opportunity to make this happen too. Getting your tone of voice and copywriting to a T allows you to stay consistent, helping you build up loyalty and grow business.

2. Listen to your customers

Nielson reported that 92% of consumers are more likely to take suggestions from friends and family than from advertising campaigns. Feedback is an important data source in ensuring that brand messaging aligns with the needs of your target audience. Investing time to carry out usability testing and ongoing user experience will highlight areas of improvement to enhance the consumer journey, website improvements and ultimately, SEO ranking.

3. Have a clear vision

Make your stance on a topic known. It should reflect your core brand ethos and should not deviate as trends change. Instead, modify your message to stay relevant without compromising brand integrity. Staying true to a central theme ensures you don’t confuse and alienate customers by going too far off piste.

4. Experiment with formats of delivery

SEMrush found that articles with list headlines (those that start with a number like “N things…”, “N ways…”, etc.) get twice as much traffic and twice as many social shares than other types. This is just one example of where breaking the mould can be advantageous to your brand. Give your audience a simple take-home message and shareable content that is easy to digest. Other formats to try out are:

  • How to… tutorials, in video format or step-by-step guides
  • Case studies
  • Webinars
  • Blogs / articles
  • Newsletters
  • Events (virtual or in person)
  • Infographics
  • Live stream interviews
  • Q&As, for example live over social platforms, like Facebook
  • Listicles

5. Either be informative or be fun

Be the authority on your subject and followers will seek you out. One of the many formats of delivery above can make potentially laborious information zingy and fun. See how other industries do it and pinch what works best. 

And if educating with content is not the arena you want to play in, be fun. Social platforms are brilliant for setting up quizzes or games. Increase desirability with exclusive competitions just for your email database. Drive word of mouth as people share an image you’ve posted to win and get in front of a crowd of new potential followers; followers you can build an ongoing relationship with.

6. Let data drive creativity

Research is fundamental for growth. Knowing what is going on lets you to find new areas of focus and development. With a raft of marketing tools available for analysis, determine your past and present performance and take a deep dive into your brand without being subjected to any kind of bias.

7. Partnerships / Influencers

Partnerships throw up new opportunities and widen the reach of your marketing communications. According to the Institute of Marketing, influencer marketing is the fastest growing online customer acquisition method. Additionally, 1 in 5 marketers interviewed said that influencer marketing was the most cost-effective method of obtaining new customers.

8. Be present and reactive

Stay connected with your audience by posting regularly in various communication channels, such as email, social media or even print media. With the average person spending 2 hours and 22 minutes on social networks and messaging per day, there is, however, ample occasions for them to browse elsewhere. Your competition is fighting for the space you currently occupy, making it vital to be aware of which platforms are the most popular with your target audience and having a presence there.


Elevate your brand with iCandy Design

In a sea of content, being memorable to the average consumer can be a challenge. There will be days when the email copy, blog or social posts flow and you can hardly get the keyboard to type fast enough. Other days a list like the above is what is needed to create meaningful content that triggers a measurable response in people. 

Your other option is iCandy Design.

iCandy Design are experts in devising and executing integrated content strategies across a variety of platforms. We have a team of copywriters, marketers and data analysers with in-depth knowledge of multiple industry sectors. Explore the success of our clients and speak to a specialist today for more information. 

Related Articles