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Since the start of the internet, content marketing has been an important strategy to stay ahead of the competition in any industry. However, this form of marketing is constantly evolving, so you may have to adjust your content regularly to stay relevant. Today we are going to discuss how to make engaging content.

To achieve staying relevant in your industry, you must pay attention to what type of content your audience prefers to consume. For example, 69% of consumers prefer video to text when learning about a service or product. 

So what content types always work to promote a company? In this post, you’ll find tips for content marketing, as well as information on quality criteria. Keep reading to find out more!

Why You Need High-Quality Content 

The purpose of content marketing is to create valuable and relevant content that attracts and retains an audience. Additionally, quality content will allow you to engage with your audience and prompt them to take action, such as buying a product or visiting a landing page. 

Using various types of content, you can build your reputation and show that you’re a professional authority in your industry. High-quality content also determines how Google ranks and places your posts. 

Woman making content. How to make engaging content.

With that being said, you need engaging and entertaining online material that will keep your audience interested in your business.

With quality content, you can experience benefits such as:

  • A boost in brand awareness.
  • Increased organic search traffic.
  • Higher ROI.
  • Clearly defined brand personality.
  • Expanding your reach.
  • Increased online engagements, especially on social media.
  • Improved conversion rates.
  • Building trust with your audience.

Essentially, the reason you need proper content marketing is that it drives profitable customer action. Whether it’s engagements on social media or prompting a customer to buy a product, content has the power to influence your audience.    

Content Quality Criteria

Quality content is what professional marketers strive for, but it must also be entertaining and informational. So, how do you create online content that is both fun and professional? Follow these quality criteria to ensure that you always produce high-value content for your audience. 


Your audience isn’t going to respect your authority if your content is copied word for word from someone else. However, originality isn’t simply passing a plagiarism scanner. Creating unique points of view gives new insights to your audience. Original material provides more helpful content your audience can use to ease their pain points. 

When creating your content, consider the following:

  • What can my business offer that other organizations can’t?
  • How can my content improve the lives of others?
  • Who do I want my content to target and why?

The idea of these questions is to help you produce original content that will surpass your competitors in your industry. 

The Length

It’s difficult to determine the length of content people prefer to consume. Every person has a different preference when it comes to the length of videos they watch or articles they read. That’s why it’s important to do your research first before you write blogs or produce videos. 

Recent trends show that readers prefer shorter, more succinct articles they can read on their mobile devices. Facebook, Instagram, and Snapchat users prefer shorter videos, whereas the YouTube audience prefers lengthy content such as podcasts or tutorials. So it all depends on the platform you post your content on. 


When writing website content such as blogs or landing pages, you must strive for excellent readability. A site with grammatical errors is much less likely to be seen as trustworthy. What’s more, readability also refers to the font you use and spacing between paragraphs.

Content Quality Criteria Written On Paper.

Ideally, you want to have three lined paragraphs with shorter sentences no more than 26 words long. Don’t use complex words because you want your content to be easily understood by the average reader. You also have to ensure that your content is arranged in a logical order so as not to confuse your audience.   

Visual Aesthetics

Pixelated videos and articles with busy backgrounds can make your content look dated and unpleasing to the eye. One reason people consume content is because of its visual appeal. A mix of video, images, and text with the proper formats will keep your audience interested in your content. 

5 Types Of Content And How To Make Engaging Content

Now that you know the importance of great content, here are 5 ideas that always work no matter what industry you’re in. 

Blogs And Articles 

Blogs and articles are perhaps the most dominant form of content on the web, and it provides many benefits, such as: 

  • Converts traffic into leads.
  • Boosts your Google ranking. 
  • Helps with link building.
  • Helps share company news.
  • Repurpose blogs and articles for social media.

With blogs and articles, you can provide more information about your products and services or give your opinion about trending topics to boost engagement. As long as your blogs and articles have the correct formats and have high readability scores, you can drive plenty of organic traffic to your site. 

Case Studies

A case study is an extensive view of a particular situation. You can write case studies about your products, services, or your company as a whole. Your case study will shed a light on how your company can help customers by showing them results. 

To write a case study, highlight challenges a particular customer was facing. Then explain the solution you provided. You can use a video or a step-by-step guide on how you solved your customer’s problem. 

Discuss the results of your solution and then provide a conclusion and a call to action, so others can experience the same results.  


Videos are the highest consumed content on the internet. Platforms such as TikTok, YouTube, Instagram, and Snapchat are the perfect places to showcase your content. With videos, you can create:

  • Podcasts
  • Tutorials 
  • Vlogs
  • Live Q&A
  • Interviews 
  • Product reviews
Case study words with magnifying glass.

To create professional content, use free video editing software that allows you to add effects, music, transitions, and filters to your videos to make them more appealing to your audience. 


An infographic is a collection of visual content and data to convey a message. You can use pie charts, graphs, and photographs to make it easy for your audience to understand your points. The purpose of infographics is to make your content more scannable, which is ideal for the busy reader.   

The benefit of infographics is that it decreases the need for excessive space on your website and increases promotion. What’s more, it boosts engagement and draws attention to important information about a particular viewpoint. 

Elements Of infographics include:

  • Concise sentences.
  • Aesthetically appealing images.
  • Colorful backgrounds.
  • Text that’s easy to read.
  • Logical text and image formats.

Infographics are easy to share via social media and help draw readers, especially those who have short attention spans. 


Memes are popular because they make you see the humorous side of a stressful situation. Additionally, the use of memes enhances moods and can be shared on multiple platforms to a wide audience. They are also easy to create, so you don’t need coding skills. 

There are online tools you can use to create amazing memes that resonate with your audience. They are also cheap to make and can be a powerful brand marketing medium. The use of memes can show a human side to your company that appeals to a wider audience. 

Final Thoughts 

No matter what industry you’re in, you can use the content ideas mentioned in this article to boost your engagements, profits, and organic website traffic. What’s more, you should have a mixture of various types of content to keep your audience interested. Take inspiration from this guide to help you create content that’s fun, informative, and provides value to your audience. We hope this helps you with how to make engaging content.

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About the Author

James McMinn

Senior Digital Strategist

James is a savvy digital marketing specialist with a Masters of Science in Internet Marketing. For the past fourteen years, he has been specializing in SEO, PPC & Marketing Strategy. He has a super sharp analytical mind and a finely tuned creative eye for marketing initiatives that optimize brands.

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