Client case study:
Capital Document Solutions

June 27, 2022

Engage your audience with the right content

By Kate Cruickshank, communications advisor

Content creation is an essential tool to increase the profile of your business.

So what are the basic principles behind the development and presentation of engaging material? Put simply, it’s all about the message you want to tell and how you choose to communicate it to your audience.

Done well – with content that the reader will value – it helps a business to position its brand as a leader in its particular niche and become a trusted source of information.

It is also used frequently by a business to attract attention to its brand, in turn helping to create a strong identity that boosts its market profile and status.

Content can come in many forms, such as blogging, email, social media posts, digital adverts, video, infographics and more.

It’s important at the outset to think about the story you want to share to your audience.

Who are your customers and what would grab their attention and engage them?

Consider the goals of your content marketing strategy. Ask yourself: what you want your audience to do when they consume your content?

Content creation isn’t an easy task; it takes time to produce first-rate, unique content in order to tell your story.

If you are struggling for ideas, consider what is going on in your particular industry or what is happening in the news. Is there a topical debate to which you can contribute?

Is there anything new or exciting happening within your company? What’s your view on the wider market? Are you able to educate, inform or even inspire?

On social media, hashtags are a great way to reach larger audiences. You can use them to highlight the key words within your content or to summarise what your message is about.

Hashtags enable other users who are interested in that specific topic to discover your content. They help you reach new people, meaning more exposure.

An increase in followers, likes, comments or shares can be a good indicator as to whether your online content has been a success.

At Engage PR, creating content is a key part of what we do. Clients come to us to help them meet their objectives, and they trust us to communicate the right messages to the right people, with creativity and clarity.

It’s all about telling your story – in the right way, at the right time.