We’ve all heard that good content is supposed to be engaging. And now there are plenty of tools to measure engagement.
But that leaves a big gap: What kind of content is engaging, and how do we create content that engages our audience?
Content marketers that focus on platforms and metrics can lose sight of these questions. And the answers you read about don’t tend to be very useful. Good content is supposed to be credible, authentic, relevant, compelling, “high-quality” (I’m guilty of using that last one), and so on. Most of these terms are just different plays on the word “useful.” But what is useful?