The what, why, and how of creating engaging content your clients will love you for.

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The world of marketing is awash with idioms, sayings, and buzzwords: going viral, influencers, conversions, retargeting, lead-gen, gaining followers, like-baiting, advertainments, DM, chatbots, sales pipeline, reach, impressions ... the list goes on. Some of them are here-today, gone-tomorrow. Others are as old as the hills.

One buzzword in the latter category is ‘engaging content’ – and is a near and dear cousin of probably the most potent marketing saying of all: ‘content is king’.

In this article, we look at what engaging content is and offer some suggestions on how to create it.

But firstly, why bother in the first place?

Simply put, engaging content is probably the most effective tool available to draw potential clients into your brand space. It’s also great for keeping your current clients active and interested.

Regardless of the type of content (ebook, blog, podcast, webinar, or report), whether or not the user derives any useful value from it will largely be determined by how engaging the content is in the first place.

Moreover, the more enticing the topic and engaging the content, the more likely you are to capture a cold visitor’s email, thus converting them into a prospect (or in buzzword marketing speak: the content has induced a meaningful and desirable response from the target audience which is measurable. Okay – enough of that).

But creating genuinely engaging content isn’t exactly straightforward. The good news is that retail traders are hungry for information and education. All you need to do is provide it for them.

So below are some practical suggestions for creating engaging content your retail trader clients will love you for.

1. Speak in the correct tone of voice for your target audience.

Sure, trading is a serious business. But take a moment to consider how you want to come across, because doing so can give you an edge over your competitors. SEO-focused content is all well and good. But to engage and hit home, the recipient must ideally feel enthused, inspired, and excited.

2. Commit to creating a constant flow of engaging content.

Creating engaging content on an ongoing basis should be planned for. Blogs, articles, videos, social posts, ebooks, educational courses etc. are time-intensive to create and produce. Will they be created in-house? Or is it better to farm out the work to a specialist content agency?

3. Think about the goals of your content.

All content ultimately needs to serve a higher purpose. Is it for brand awareness? Is it for client retention? Or new client acquisition and lead-gen? Other considerations are:

  • Who are you speaking to?
  • What are the overriding objectives of the content?
  • What result do you wish to achieve?

Keeping these points in mind at the outset will help ensure you get the most bang for your buck.

4. When you are preparing written content, imagine it is for a single person.

People tend to consume digital content alone. Writing as if the content is for one person will not only help with your tone of voice, but can help make the content more compelling and personalised. This way, the recipient is likely to feel a closer and personal connection to the material.

5. Whenever possible, allow recipients to give feedback for your content.

For your content to be as relevant as possible, what better way than to just ask! Try and use feedback forms and surveys whenever you can. Encourage your audience to leave comments and feedback. 


Creating reams of engaging content in different formats on an ongoing basis is not an easy task. Companies who invest the resource tend to excel at delivering content which adds audience value and  contributes to overall marketing objectives.

Buzzwords aside, when all is said and done, it comes down to one simple idea: great content can create and foster the type of relationships on a mass scale that no other sales, marketing or PR activity can.

Yes, well-sculpted, engaging, and relevant content can create brand awareness. But more than that, it unveils characteristics of your brand’s core values that can connect with your clients at a deeper level, fostering feelings of trust and loyalty which appeal directly to their needs and aspirations.

What is your definition of engaging content? If you need any assistance with your content, get in touch with us!

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