A while back, I posted a blog about not all content being created equal, where I shared how visual content helps to improve overall engagement for small businesses. But there’s more to content than just the visuals. Videos, infographics and photos are only just a small portion of the types of content that you can use to engage your audience. Blogging is one of the most popular types of content, specifically for small business. But case studies, eBooks, white papers, checklists, interviews, podcasts, original research, presentations and webinars are all forms of content that you could be utilizing. 

But which types of content actually engage? What is your content saying, that resonates with your audience? Check out the list below of three different ways to craft your content, to ensure that the content your small business is creating, is receiving maximum engagement. 

Connects Emotionally

Creating an emotional connection will help your small business get noticed and  create an emotional bond. An emotional connection can prompt your audience in multiple ways, depending on the relevance of your content to them, their personal experiences and beliefs, or what their specific needs are at the time. 

Here is a video example of an old Dove campaign, that pulled at the heart strings. 


Content that is respectful of the viewer’s time is an important aspect of content creation, that goes overlooked. Think of it this way, how many times have you viewed or read something that you felt was useless? A video that someone shared, where 15 seconds in, you were still waiting for the hook? Content that captures your attention, and rewards you in the end, is a win.

Personal and Authentic

Content that feels like a real person is behind it resonates well. When you’re able to position your brands authenticity by sharing a piece of yourself, a story that connects with your audience, or personalize the message specific to the recipient, welcomes the engagement that you’re looking for. Robotic or spammy content doesn’t foster engagement.

Check out this article to learn 10 Tips on How to Pack More Personality Into Your Content


These are just a few examples of ways to craft your content. If you want to learn more or receive guidance on the who, what and how of content, let’s chat. Schedule a 30 minute call with me.


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