How to Generate Engaging Content (and Separate Yourself from Those Who Just Engage in Generating Content).

How to Generate Engaging Content (and Separate Yourself from Those Who Just Engage in Generating Content).

We talked about the guardrails of good content last month, so today we’ll address the architecture of buyer engagement.

I like to follow a proven ideal framework:
Objective: Which area of the buying cycle are we influencing?
Strategy: From which angle are we most likely to interest readers/viewers?
Structure: How do we tell the most compelling story?
Style: What is the appropriate voice and tone?

What Makes Good Content? (or, Why Howard Gossage Was an Absolute Master of the Obvious).

What Makes Good Content? (or, Why Howard Gossage Was an Absolute Master of the Obvious).

To understand what makes good content today, all we have to do is look back to the ’50s and ’60s—when it was called copy. Back then, advertising’s primary focus was copy. Copy, it turns out, sold—and sells—products.

And while it has evolved into this thing we now call content, the principles that drive its creation haven’t changed:

People read what interests them, and sometimes it’s an ad.
—Howard Luck Gossage, advertising icon