Writing engaging content: how to connect with your readers

Anyone can write content. Yet, only a few can write engaging content.

To connect with your readers requires more than incredible writing skills. – Photo credit: Freepik

Whether you’re a content writer, copywriter, blogger or marketer, I’m sure you’ve struggled with the content creation process at some point.

Now, more than ever, content creation has become much more than writing. We want to attract readers, and we want them engaged.

When your audience interacts and shares your original content, they’ll be helping spread the word about what you’re writing. Also, it´s the perfect way to present yourself to your customers.

But what is “engaging content”?

In this article, I’ll show you how you can write compelling content for your audience.

What is engaging content and why it matters

Engaging content refers to any text that draws people’s attention and draws them to keep reading.

Regardless if you’re writing for your own website or a client’s, all you want is to allure your audience into reading all through to the end.

Why is this important?

The longer you keep your readers engaged, the more likely they will buy whatever services you’re promoting.

Today, we know engaging content helps boost conversions, promotes brand awareness and generates high organic traffic. In the world of marketing, this is the holy grail. This is why having striking writing skills is essential. Yet, as a writer, there are other abilities you must learn to succeed.

The content pillars

Writing any type of content is far from boring. With each new project, you must adjust your writing style to your client’s needs, tone and voice. Even so, there are a few ground rules you should always consider.

Know the audience

You may have the topic, but you must know to whom you’ll be writing. As a skilled writer, you know there are many ways to approach the subject. So, knowing your target audience will help you decide what’s the best writing style and format for your message to be understood.

To write engaging content you must know who is your audience and their goals. – Photo Credit: Freepik

Know your audience goal

The keywords you use to build your content marketing strategy are the best way to learn your audience’s intention. Why are they googling such terms? Once you have your answer, it’s time to help them get theirs. Structure your pieces of content around your audience’s goal. This way, you’ll get straight to your reader’s needs.

Know your business goal

Before starting writing, you must ask yourself a few questions:

  • Why you’re writing about this theme?
  • What’s the purpose?
  • What are you looking to achieve?

These simple questions will help you structure your original content. In the end, you’ll achieve your readers and your business goals.

How to make your writing more engaging

Regardless of what you’re writing about or which format you use, your articles must be fascinating and drive your reader’s curiosity. Here I’ll leave you some tips I use daily to guarantee my audience is engaged:

Enjoy what you’re writing about

I know, it sounds obvious! But writing about what you enjoy will help get your reader’s attention. They will feel your enthusiasm and be eager to read your next piece.

However, sometimes you must write about the most boring topic. Whenever you find yourself in this situation, try to understand why this subject sparks people’s attention. Maybe you’ll find some common ground, and it’ll be easier to please your loyal customers and their readers.

Structure your content

When writing long-form content, such as a blog post or a case study, be sure to structure your text before writing. It’ll help you organize your thoughts and how you present your argument. Also, it helps cover all topics about that specific subject.

Building your content structure helps organizeyour thoughts. – Photo Credit: Freepik

Invest time in headings and subheadings

These are responsible for your content’s first impression. And we know it only takes a few seconds to build first impressions and a lifetime to change them.

Headlines and subheadings are the first words your audience will read. It’s your chance to capture their attention. Your remarkable content will do the rest.

So, spending more time finding the right words to create bullet-proof headlines it’s crucial. To guarantee original content meets readers’ needs, some writers use long-tail keywords as titles. It’ll make our content more appealing and easier to find.

Write as if you’re speaking to your audience

Not all your readers are experienced academics used to formal and complex words. So, if you write similarly to the way we speak, your piece of content will be more accessible to more potential customers.

Additionally, the reader will feel you know their mind and that you’re speaking directly to them. They will feel heard and unique, persuading them to keep reading.

With the Hemmingway App, ou can check your text’s readability level. Besides, this incredible tool provides plenty of suggestions to help you improve content for websites according to your goals.

Write in the active voice

One rule of writing, whether it’s on or offline, is to use the active voice. Besides sounding more vibrant, it gives your readers the feeling something is happening right now. It’ll keep them engaged long enough to read everything you wrote. Also, your writing will sound more concise and elegant.

No fluff

Our attention spans are getting shorter day by day, especially when it comes to online content. We know what we need, and we want it fast. Most readers online skim the articles only to read a few words instead of complete sentences.

Writing Job
Writing only what’s essential is key to engage your audience. – Photo Credit: Freepik

So, avoid writing content for websites that doesn’t enrich the reader’s experience. Be direct and get to the point as quickly as possible.

Be original

In today’s world, it’s hard to be completely original. Everything is invented, and nothing is truly new. Yet, as an online writer, you can bring a fresh perspective to a highly discussed subject.

On the other hand, if you must write about something that was already written, use your own words. You don’t want to become known as the writer who copies other people’s work. Besides, regarding SEO, Google Search will penalize your content if it shows unoriginal sentences or paragraphs.

In-depth research

The web is full of made-up facts and fake news. The last thing you want is to make it even worse.

Providing accurate data is one step to building a reputation as an online writer. Regardless of the information your ideal customer is looking for, in the end, all they want is to know what’s true.

So, when you’re writing, confirm your sources before including them in your content. This way, you’ll capture your reader’s attention and become a reliable source as well.

Share your personal stories

Using your experiences to connect with your readers will make your original article more relatable and captivating. They will feel compelled to read what you have to say, and you’ll leave them with a positive impression.

Sharing personal experiences is a good way to connect with your audience. – Photo Credit: Freepik

Sharing how you overcame the same problem they’re having now is one way to go. Another is to share other people’s experiences (with their consent, obviously!). This will invite your readers to comment and share their own experiences.

Use visual content

Reading online is much different than reading on paper. Adding to people’s shorter attention span, reading on screen is harder on the eyes, information is processed too quickly, and it drains mental resources faster. The result: your readers will get somewhere else before reading everything you wrote.

This is why you must avoid big pieces of text. Mix it with a few visual elements, such as photos, vectors or infographics. It’ll enrich your content and make it more skimmable. This way, your readers will get the main message, even if they don’t read every sentence.

Write shorter sentences

Your killer headline is attracting new readers every day. Yet, only a few read everything you wrote. Perhaps, your original article is too dense!

Even the most avid reader will feel discouraged in front of pilled sentences and paragraphs. So, breaking your text into smaller pieces makes it easier on the eye. Besides, it’s more attractive and feels effortless.

Always spell check

Regardless, if you’re writing a blog post or a book, avoiding spelling and grammar mistakes is fundamental knowledge. Some would say it’s the first rule of writing.

Spelling mistakes makes your writing look sloppy. – Photo Credit: Freepik

So, another tip for writing compelling content is to avoid these mistakes at all costs. If you’re like me, once I see a spelling mistake, I can’t barely get past it. Even if you’re an incredible writer, these mistakes will leave a lousy impression on your readers.

AI-powered tools will help you on this mission. One that I use the most when writing in English is Grammarly. Its interface is user-friendly, and its remarks are spot on. Unfortunately, they don’t have other languages. So, when I’m writing in Portuguese, I use LanguageTool. Although it’s not as developed as Grammarly, it sure helps quite a bit.

Another piece of advice: even if you are confident about your writing skills, always spell check. You’ll be surprised to see there’s more to improve than you thought.

Use power words

Power words are embedded with a strong meaning, which usually triggers a psychological or emotional reaction in audiences. Usually, copywriters use power words to make their content more interesting and call people to action.

Choosing which power words suit your article will depend on your goal. Here’s a list of the seven types of power words you can use. You’re welcome!

Bring variety to your content

People enjoy novelty and tend to ignore repetition. So, to keep your readers engaged, you must mix up your content.

Yes, you can still write. However, you must find new ways to present your content to people. Video content has become a growing trend in content marketing. Younger generations prefer watching videos in search of information rather than reading. Other alternatives might include podcasts, streaming, social media posts or user-generated content.

Regardless of your decision, always keep your audience in mind. Posting on the wrong platform will keep your target audience from reading your captivating content!

Avoid repeating words

The beauty of writing lies in the variety of words we have at our disposal, regardless of the language we’re writing.

The pros and cons of freelance writing
Online tools will help you find the right words for your content. – Photo Credit: Freepik

However, when you’re writing for quite some time, it’s common to fall for the same terms over and over. Avoid this by checking a dictionary once in a while. Finding synonyms will enrich your high-quality content, making it more engaging. Also, by expanding your vocabulary, you’ll sound more experienced and educated.

When writing in English, I often use the Cambridge Dictionary and WordHippo. For Portuguese, my go-to tools are Priberam and Reverso. Without them, writing valuable content would be much more complicated!


Usually, this is the last item on any piece of persuasive content. By using a call to action, you’re engaging your audience, asking them to take action. As a result, with a single word or sentence, you can convert potential clients into real customers.

Using a call to action helps boost your conversions. – Photo Credit: Freepik

However, you shouldn’t overdo it. It’ll make you sound like you’re forcing people into something, which usually has the opposite effect of what you want. People want to know they have a choice, so use a call to action with moderation and make it feel like it’s a natural step to take.

Summing up

Creating engaging content is more than writing. Although you’re writing skills are crucial, there are plenty of other abilities you must keep in mind.

Keeping your audience engaged daily, requires you to be on top of your content’s performance, as well as growing trends. Therefore, you must check and update your older content, while creating new.

Hopefully, with these simple strategies, you’ll make your content more engaging. Let me know how it went!

7 key SEO benefits you must know

SEO benefits

SEO is a cost-effective digital marketing strategy that boosts your website traffic and helps you convert visitors into buyers!

Nowadays, we spend most of our time online. Scrolling. Searching. Browsing. It’s a never-ending process!

So, if you’re starting a small business, you know that you must be where your clients are. And the internet is the perfect place!

It is where digital marketing comes in! An effective SEO campaign will help you secure a broader audience or target a specific group.

However, do you know how SEO can improve your company? In this article, I’ll show you the biggest SEO benefits and why you must use an SEO campaign.

What is SEO?

Let us start from the beginning… What is SEO?

SEO is the acronym for “Search Engine Optimization”. This digital marketing strategy focuses on helping websites rank higher in search engine results. Quite simple, isn’t it?

Well, there is much to it!

Usually, SEO strategies are divided into On-Page SEO and Off-Page SEO.

The first refers to keyword research, defining headers, and creating high-quality content.

Your website speed and safety are also important. On the other hand, Off-Page SEO refers to backlinking strategies. It’s a way for search engines to point out which websites have the most relevant content for your search query.

And then, there’s technical SEO! This is when you ask a computer engineer to fix the website’s loading speed or guarantee that your website is mobile-friendly. The Google Search Console is your best friend when it comes to identifying server errors and loading issues.

These are part of an SEO strategy any business should use. Whether you have a local business or an international company, SEO will affect your business visibility and conversion rates.

The importance of SEO

User Experience
User experience is one of the most important elements in SEO. | Photo credit: Vector Juice | Freepik

SEO is a long-term strategy rather than a sprint run! What does this mean?

It’s simple! Once you put your SEO campaign in place, you must monitor the targeted keywords and update your quality content. This way, you’ll have a competitive advantage and provide visitors with up-to-date information.

While doing so, analyze your clients’ search intent and see if you can find any new ideas for products and services! It’s an excellent opportunity to learn more about your customers’ needs and desires!

If your website moves at a sloth’s pace or its content is irrelevant, visitors will continue searching until they find what they need. In SEO tactics, everything matters! From the images you use to the website’s loading speed, everything must focus on the user experience.

To help you understand the advantages of effective SEO, here are the key benefits you must know!

The primary goal of digital marketing campaigns is to get more visitors and conversions. And the organic search result is the way to go!

In simple words, organic search result refers to all unpaid search results.

It means that higher-ranked websites show valuable content that matches visitors’ search queries. As a result, better content will lead to high-quality traffic, more conversions and better search rankings.

Additionally, an organic search strategy helps improve website traffic and return on investment. Because of this, your potential customer keyword intent offers you a massive advantage in improving your long-term marketing strategy.

2.    It increases your website’s credibility

As a potential customer, you will probably explore the first results page on a quest to find what you need. Who has the time to scroll all the way to the last results page? Besides, you know that the most significant information will appear first.

Just like you, your potential customers will do the same!

So, if you want your clients to find your website quickly and see it as an authority, then you must rank higher on the search engine results page.

Building a website’s authority and credibility takes time and effort and doesn’t happen overnight!

To reach that number one place on SEO rankings, you must a few details in mind. Quality content, backlinking strategies, and technical SEO are some of the most important.

If you are unsure where to start, have a look at Google’s E-A-T guidelines.

3.    It is cost-effective

SEO offers an impressive ROI since it’s one of the most cost-effective strategies in online marketing strategy.

All you have to do is be sure you have high-quality content that matches your visitors’ search intent, and Google’s spiders will crawl and do all the work for you. It is a worthwhile investment. Unlike paid advertising, SEO tactics are free of charge! Isn’t it wonderful?

You can pay for SEO services, such as Google Ads, or hire an SEO agency or an SEO professional. Yet, the average cost of implementing an SEO strategy will be considerably cheaper than traditional marketing.

Seize the opportunity to get more website traffic without spending a fortune!

4.    It helps improve user experience

When you hear about Search Engine Optimization, the focal point is to create a website search engines will adore!

Although it’s crucial to have this in mind, you must remember what is really important… Your visitors are real people who generate quality traffic. So, your website must be user-friendly.

It doesn’t mean user experience is more important than an optimized website. Instead, it means that it’s equally important. In fact, one would not exist without the other!

If you only focus on the SEO rankings, then the Google Search Engine will fall in love with your website! However, if the content you provide is irrelevant, then any website visitor will look elsewhere.

On the other hand, if you only offer a mind-blowing user experience, potential customers will definitely enjoy your website… except they won’t find it on the search engine results pages.

Other aspects, such as the website’s speed, accessibility and design, might also affect the user experience. When it comes to building an effective SEO strategy, the user experience makes all the difference!

5.    It helps understand your clients’ needs

Knowing your client’s needs is halfway to success.

Since online marketing offers measurable data, you can analyze customers’ needs and desires. To do so, check which words internet users use and see which search results appear.

SEO tools, for instance, Google Analytics, offer great insight into consumer behaviour. You can analyze which keyword triggered more organic traffic or how much time your visitors spent on your website. This detailed information helps you adjust your SEO strategy, improve your online presence, get more visitors and higher conversion rates.

6.    It leads to higher profits

A key benefit of a good SEO strategy is its ROI. Besides improving customer experience, SEO boosts website traffic, builds a solid customer base and creates conversion opportunities. With each step, you’ll get closer to your online marketing goals.

As a business owner, local SEO will help you put your business on the map! Google My Business is a tool you must use to transfer your online visibility into your location. All you need is to provide your contacts and address. Once your customers search for you online, they will know how to reach you.

Also, your SEO efforts will help you build brand awareness so your clients find what they need on your website, not your competitors.

7.    It will help your business in the long-run

Having a consistent SEO strategy will help your business over time. As long as you invest in content marketing, provide original content, review your relevant keywords and provide a friendly user experience, you will get consistent traffic increasing.

Any business can benefit from an effective SEO strategy, regardless of size or field. The keys to successfully implementing SEO are patience, consistency, and constantly improving.


Search Engine Optimization is a powerful tool for any business. If you are looking for a way to increase your audience and find new clients, SEO might be exactly what you need.

Building a solid SEO strategy will help your business over the years as it establishes itself as an authority and gains credibility.