Beyond the Keywords: Content Marketing for Engagement

Gone are the days of keyword stuffing and over optimisation.

Content marketing is about providing your audience with useful and relevant information. All whilst making the content as readable and engaging as possible.

How to encourage engagement

In order to make connections and engage with your readers, you need to make things easy for them. There are many things that you can do to make your content look better and therefore engage better.


Reading content online is very different to how we read books or other offline publications. When we read online...

We Scan Content

...rather than take in every word. Adding structure to your content makes it much easier to read, digest and follow - break it up into small chunks and use headers.



Whether it’s to break up text, provide information or just a pretty picture, images are always nice to see, like this picture of a cat in space. If there’s value in them, all the better (admittedly, there's no value in the cat in space). Researchers found that coloured visuals increase people's willingness to read content by 80%.


If your content is engaging to a user, it makes sense to make it shareable. Adding social media sharing buttons can help spread your content further. Predefining how it's shared using Opengraph and Twitter Cards can make sure it always looks the way you want it to.

infographic on content marketing to match users' intentions

Using keywords to understand what your audience is looking for

Keywords can help determine what your audience is going to be looking for at that point. Let’s say you run a recipe website – people landing on the page optimised for ‘recipes’ are likely to be at the start of their journey. They'll need some more information before making a decision – write for them. Then there are those landing on the page optimised for ‘triple chocolate fudge cake’. These people are probably at the final point of their decision-making process. They're going to need different content; encouraging them to end their journey with your recipe

How do you write in an engaging way?

Making your content look good is great. Making it easy to digest and navigate is essential. What’s even more important is that the content works. Is it well written? Does it tell your reader what they need to know? And does it result in an action?

Use an active voice to engage with your audience and consider their needs throughout.

If you’re looking for any advice on developing the content on your website to increase engagement and encourage conversions, get in touch. We’d love to have a chat and let you know how we can help.


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