As per CMI’s latest report, 54% of B2B marketers and 50% of B2C marketers state that their biggest challenge is creating engaging content.

The need of the hour isn’t just producing content, it is being able to produce engaging content that resonates with the target audience.

“Content is the reason search began in the first place.” This quote by Lee Odden puts a lot of what we’re about to say, in perspective. The best way to create engaging content is to create the kind of content that people tend to search for. The content that’s created as a consequence of it is not only more discoverable, it’s also reflective of what the audience really wants.

Understanding what content format works best

The same content can be packaged in different ways, depending on what works best for the audience. Your ‘Health & Fitness’ blog could have a lot of content about what’s the perfect diet to guarantee weight loss, but if your 10 minute cardio videos get the highest number of clicks, then it’s pretty clear that you should be putting it more videos than articles.

The graph below indicates that articles work best for the brand in question. While they’ve tried creating various content types, articles give them the highest level of engagement. Clearly, that’s the one to focus on.


Zeroing in on the right content type

Knowing what content format works best for your audience is only half the story. To really be able to reach the audience, you need to identify the content type that works best too.

We’ve seen and read enough articles to know that listicles work best. The largest chunk of articles across topics, happen to be listicles. But look beyond quantity to see if that’s what your audience is really engaging with. There could be a hidden insight that you could capitalise on.

The following graph is indicative of one such insight. The brand seems to be employing almost equal efforts into creating how’s, listicles and guides. Yet, the clear winner here are the ‘how’s’ with the highest level of engagement, which is almost 4 times that of the engagement accrued by the listicles.


Deciding where to publish

Being discovered by your audience is about the way you package your content, but it is also about where you put your content. Effective distribution of content depends on where you publish your content, and later on how you promote those pieces of content, across various networks.

The following graph charts Hootsuite’s content production over the last week. They’ve published their content on three channels- instagram, their own website and Youtube. Though most of the content has been put out on Instagram, they got maximum engagement for the posts on their own site. That clearly answers the quality versus quantity debate, we’re guessing.

Publish destination

Aligning your content to your business

It’s common knowledge that the content you create should be reflective of who you are as a company. Taking that to the next level, your content should also try to solve a definite problem for the audience making it easy for them to find you and your content.

What’s the best way to do that?

Write about what you’re good at- about what you’re trying to solve with your product/ service. This would require you to draw out your top priorities or areas of interest and map how your content fares (when it comes to engagement) across those areas.

Content Topic

Differentiating ‘Buzz’ from ‘Impact’

A recent article written by LinkResearch Tools CEO, Christopher Cemper about the importance of measuring the real impact of content marketing, was insightful to say the least. One of the key points of the post was understanding the difference between ‘buzz’ and ‘impact’ when it comes to gauging the effectiveness of content.

He stated that real engagement goes beyond the noise to ‘generate impact’ which is nothing but the long term effects of your content, measured in comments and clicks among other metrics.

How about taking that a step further by understanding your impact in comparison with your competition?

Looking at your overall ‘Share of voice’ helps understand how well your brand has fared with respect to your competition, not just in the matter of quantity (number of content pieces created), but also when it comes to quality of the content (how much engagement did those content pieces generate).

Share of voice


To summarize, here’s what creating engaging content is all about:

  • Know what to write: This extends to understanding what content formats work best and within that, which content types bring the highest levels of engagement
  • Know where to put it: It’s not just enough that you have a good promotion strategy, content distribution also depends on identifying the right places to publish your content
  • Know how it relates to your business and your audience: Building a direct connection between your business goals and your content goals helps create focussed content, that’s more helpful to your audience
  • Know who else is creating similar content: Comparing your own content with your competition’s content not only serves as a great indicator about where you stand, but sometimes also helps identify winning themes that you’re yet to explore


EpicEnterprise by Epictions monitors your owned and earned content to empower you with content intelligence that is reflective of you and your audience so you can create more targeted content.  Request a demo here or talk to us to know how we can help your brand.