7 ways to craft highly engaging content

Pump up your content marketing strategy—along with your brand’s online image—by creating articles, videos and more that are actionable. Here’s how you can do it.

Ragan Insider Content

Content marketing can boost your brand’s visibility.

However, many small and mid-size organizations fail to produce effective content for successful campaigns.

Consumers get bombarded with tons of information, and the attention span of the average internet user is shrinking. The solution is “actionable” content. Here’s what it is—along with how you can use it in your next campaign:

Actionable vs. regular and interactive content

Actionable content is content that can easily be implemented by readers. An example of actionable content is a “how-to” post.

Many PR pros use “regular” content that spreads information, but doesn’t connect with a specific audience. This type of content usually makes your audience say, “Duh, that’s obvious” or, “I already knew that.” As a result, it fails to create a lasting impression.

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