Last updated: October 28, 2020

The Best Types of Content for Engagement

Content creation has become a major part of establishing a solid brand, as well as attracting new clients. Users want quality content that conveys a tailored message in the most digestible and engaging way possible. Appealing content can not only help to lend credibility to your business, it can help to hold the attention of your viewers a bit longer. The best types of content for engagement are user-focused, offer consumer and business credibility, and promote engagement through visuals, quality information and interactions.

Average shares by content type - infographics lead the way
Visual, and quickly digestible content is most popular according to average shares on social media

Here are our top picks for best types of content for engagement.

Infographics

Infographics offer a visual flash of information, allowing complex topics to be distilled to a single graphic. They’ve one of the most effective tools that can be used in marketing. The brain processes visual information about 60,000 times faster than written content (MIT). They are also incredibly popular among visual learners which, according to Pearson, is about 65% of the population. That may explain why they generate three times more shares than any other content on social media (Social Media Today).

Infographics are great content for engagement because they allow your audience to learn a lot, and to share a lot about your business in an “on-the-go friendly” fashion. Not to mention, you can always turn things up a notch and animate an infographic for some extra effective, eye-catching flair.

If you’re looking for a trustworthy tool to help you to create your own, try a service like Canva or Visme to make help make the process a snap. If you’d rather go full DIY, this guide from Format.com can walk you through the steps for creating infographics on your own.

The benefits of infographics
Infographics are an engaging way to convey lots of information quickly and effectively

Lists

On average, lists and infographics are the two most shared types of content online. Lists should contain quick and effective key points, in a skim-friendly format. Thanks to their simple structure and visually appealing layouts, lists make information easier to recall in viewer’s memories.

The main thing to keep in mind when creating lists as content for engagement on your page, is that 10 is the “magic number”. The most commonly shared lists online are those with 10 key points (Okdork.com). So keep that in mind when writing your own lists.

Video

Did you know, on average people spend a whopping 88% longer time on pages that contain videos (WebFX)? Four times as many consumers would rather watch a video about a product or service than read about it (Social Media Today).

Companies that use video on their pages generate 41% more web traffic from searches than those that don’t (Small Business Trends).

There’s a type of video opportunities to fit any budget. A low-level production like a welcome message or office tour can add a personal touch to your marketing. A professionally filmed and edited advertisement or company culture profile video can help boost your exposure.

Videos such as staff interviews or customer testimonials help to add credibility to your marketing and can be a great way to introduce new customers to your business. Don’t forget to include a call to action, whether it’s to sign up for e-mail alerts or to subscribe for more content. This helps to encourage viewers to continue their journey with your company and to create new connections. Allowing video comments and discussion can also stimulate more engagement with your audience.

Demand for video content is increasing
Consumers want to see more video content from the brands and companies that they support

How-to Guides

How many times have you Googled how to do something new? You’re not alone, “how-to” searches online are growing steadily – over 140% over the last 13 years (Search Engine Journal). “How-to” guides tend to be long-form which are actually the type of written content that gets the most shares. Posts around 3,000 to 10,000 words getting the most average shares online (Okdork.com). Sure, the population likes their short reads, but they also like new and useful knowledge and intellectual stimuli, which come from longer-form content.

An effective “how-to” guide should be detailed, well-written, and focused on a popular or requested topic. Making it easy to skim, downloadable, printable, and sharable is even better. These guides can be in written out or done in a video format. To add extra value to your business, try putting your how-to guide behind an e-mail sign-up to gather subscribers for an e-mail list. You can also encourage your viewers to share their experiences with your guide, offering valuable feedback and further engagement.

A step-by-step how-to guide on creating your own tutorial

Reviews and Testimonials

Reviews and testimonials are likely one of the most important types of content for engagement for a business. The average consumer reads 10 reviews before feeling able to trust a business, and 88% of them trust reviews as much as they trust a personal recommendation from someone that they know (Bright Local). They showcase your customer’s satisfaction, your successes, and can also show specific aspects of problems that your company can solve. For example, if a user posts a review that says your product has saved them time, or was easy to use, that showcases the benefits that you provide from real-world experiences. In turn, you can tailor your site to link directly to the services that they reference, for even more accessibility.  

Reviews also help you to improve your company as a whole, based on client feedback. If you’re having trouble getting them from clients, try offering an incentive and a simple, straight-forward format to encourage responses. It’s best to collect reviews just after completing a project, and there are many options. A button or separate area on your site just for this purpose can make collecting reviews simple and convenient. Email reminders and links can be helpful, and there are also services like Gatherup, that do everything for you.

56% of consumers read at least four reviews before buying a product
Consumers trust online reviews as much as personal recommendations from people that they trust

Case Studies

Case studies offer a business a chance to showcase a story of their successes in a more compelling, less “salesman” type of way. They offer a high-level summary of services or products that shows credibility through a consumer “tested and true” approach. Case studies also can showcase longevity, as well as niche-specific content. 89% of marketers say that case studies and testimonials are the most effective content for influencing purchase decisions (Constant Content). Users want to know how well a company can address specific challenges with their products and services, and case studies are a credible way to establish effectiveness as a whole.

If you don’t know where to start, here’s a solid “how-to” on writing a case study with examples from Smartblogger.

How to organize a case study inforgraphic
Case studies are a credible way to showcase how your company can address consumer challenges

Polls and Surveys

Polls and surveys are also an excellent way to engage your audience. They offer a chance to gather information about your audience and enhance other pieces of content on your site. Polls and surveys could pose a general question about a topic your audience is passionate about. This offers a chance for further engagement if they want to know the results in an interactive format as well. They can also pertain to your company and the products or services that you offer, helping to give you an idea of where to focus next.

Another plus to utilizing polls and surveys as content for engagement on your site is that they can help to specifically match clients to products and services they may be seeking, in a quicker and more interactive manner.

Tools like Easypolls can help you to get started.

The Best Content for Engagement is User-focused and Credible

When it comes to creating content for elevate your business, there are options for every budget and brand. It’s really about finding what works best for you, having flexible strategies, and keeping your methods and materials updated frequently.

It may seem like a daunting task, but taken in small bites, it’s doable and may even be fun. Expect some trial and error at first as you get a sense for your audience and what resonates with them. Tracking your results with your efforts will be helpful in honing in on the perfect content strategy for your business.