We've seen businesses raise the bar higher and higher in terms of blogging. First it was fine to post an informative blog once a week. Then, businesses started posting more frequently with an emphasis on quality. And now, marketers have to create engaging content in various forms as frequently as possible.
To create engaging content, think back to things you enjoy in your spare time. Whether it's reading a book, watching a movie, or even playing a video game, there's an engaging element that captures your attention.
The common denominator between these hobbies is a good story. We're attracted to and sucked in by interesting storytelling, and you can apply this same principle to your blog writing.
But don't just take our word for it. We're not the only ones who predict storytelling to become much more important in 2015. A recent Search Engine Watch article explains why it's so important for blogging:
"Storytelling is the new sexy word in content marketing today and rightfully so. No matter how old we are, simple stories have the power to draw in the reader and hold their interest. Public relations specialists have been doing this well for decades, enchanting their target audience by weaving compelling backstories."
Here's the difference between blogging informative content and engaging content. Informative blogs tell consumers about your products and services. They list technical specifications and include new research.
Engaging blogs, on the other hand, have an encapsulating story to go along with that information. Members of your target audience can identify with your storytelling and start to understand why they need your product or service. This connection runs much deeper than weighing costs and benefits.
Informing consumers isn't a bad thing, but it can't be the only function of your content. Engaging content that features good storytelling will connect with your prospective customers on a deeper level.