How can I create compelling content?

Everyone creates content.

Sure, marketers do all the time.

And, sales pros create content, too…especially when they’re dealing with crappy marketing or no marketing whatsoever.

Entrepreneurs? You betcha.

And, no matter who you are…no matter what your role, there’s no doubt.

You never sit around thinking…I want to create stuff that’s terribly boring.

I want to make people slurp up their drool from the desk like back in high school.

I want to lose my audience before they get past word twelve.

Yep. Everyone wants to create content that’s compelling…content that grabs attention and keeps it.

The thing is…

If it was easy…everyone would do it.

It got me thinking…How do I create content that resonates? That grabs attention and holds it?

This quick read covers six steps to grab—and hold—your audience’s attention.

That way you can be sure your ideas are heard…and remembered.

Let’s get to it!

Have a Purpose

Do you ever read something and wonder, what’s the purpose? Why was this written? Or maybe the worst reaction: I don’t get it.

Odds are it had little thought behind it. No reason for being. No purpose.

The first step to creating engaging content? Have a purpose. Know why you’re creating your content. Do this:

Answer the question, “What is the goal of this piece.”

Seriously…write it down!

Do this and you’re on your way…

Evoke Emotion

Do dry, academic papers get your heart racing? Does a boring, slurp-your-saliva-off-the-desk lecture move you?

Why not? The basics of neuroscience say your opinion is shaped by an initial gut reaction. In other words, emotion rules the roost. Evoke emotion and your audience is more likely to stick with you to the end.

How?

Define the tone you want your content to evoke. Then, use that word as a theme…a guide to creation. [Watch more on this here.]

Pick out imagery and language that supports your chosen theme.

Start with a BANG!

If you demand attention from the start, you’re in a better position to keep it.

This flies in the face of what was taught in high school English class. “Work to a logical, strong conclusion,” my teacher would say.

To keep attention, you have to grab it first. How? Take that strong statement and pop it up top!

Or, take a dramatically different approach: Start with what your target audience couldn’t possibly expect. Demand attention. Start with a BANG.

Don’t Be Afraid to Stand Out

The easiest way to create something compelling is also the toughest.

Being different has less to do with creativity than it does the guts to try something unexpected…to put something out there even if it makes you feel uncomfortable.

How can you get past a fear of standing out? Write down the real answer to this question: What’s the worst thing that could happen? You’ll find the worst thing usually isn’t so bad.

Define your fear, know the action to take if it happens, and push ahead.