How to Add Personality to Your Content to Boost Engagement
The majority of content being produced by marketers today is simply not getting the job done. For B2B marketers, only 13% can say they produce content that actually engages their buyers. Boost that number by trying the following tactics to boost your engagement levels:
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Create a story, real or fake: By delivering your content with a storytelling narrative, you keep your readers following all the way until the end of your tale. It’s fine if you don’t have your own story—try using a story from a customer, or even develop a fictional anecdote.
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Use data to draw people in: Let your audience know they are not alone. Use statistics to show others are struggling with the same issue, and you’re here to help them be better.
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Write like your customers talk: While avoiding a stream of consciousness narrative, develop a tone that gels with your audience. Take your existing audience knowledge, and experiment to see what sort personality traits in your writing appeal best.
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Build suspense: Unlike news writing, you don’t always want to give away everything at the start—the best stories incorporate a degree of the unknown. Use a spell of mystery to keep people wanting more out of your next paragraph.
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Use a behind the curtain approach: When you preface a statement with “full disclosure,” people brace for juicy bits of information. Showing what’s under the hood shows confidence from the author and provokes curiosity from the reader. Nicki Howell, a contributor to the Act-On blog, remarks:
“When customers feel like they’re getting an inside view of the company, they will naturally feel more engaged with your brand. And you just might attract new employees who are a great fit with your company culture.”
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