{"id":70207,"date":"2015-09-11T15:16:39","date_gmt":"2015-09-11T15:16:39","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/buzzwords-engaging-does-it-mean-anything\/"},"modified":"2015-09-11T15:16:39","modified_gmt":"2015-09-11T15:16:39","slug":"buzzwords-engaging-does-it-mean-anything","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/buzzwords-engaging-does-it-mean-anything\/","title":{"rendered":"Buzzwords: Engaging – does it mean anything?"},"content":{"rendered":"

Producing engaging content is surely the aim of any copywriter worth their salt. Any search on Google, Twitter or LinkedIn for the term \u2018engaging content\u2019 will throw up a host of blogs and posts about how to create content that really connects with the reader and gets them thinking. Yet some have come to regard the word as just another form of jargon that is littering our thinking space.
\nWell as a copywriter myself, I\u2019m here to stand up for \u2018engaging\u2019 and all that it represents.
\nThe defence<\/strong>
\nAccording to the dictionary, \u2018engaging\u2019 means charming and attractive. To engage in something means to become involved or establish a meaningful connection with something.
\nSo is it possible for copywriters, content marketers and digital specialists to produce engaging content? Well clearly the answer is yes. Producing charming and attractive content through language that merges brevity with creativity, pretty pictures, or eye-catching infographics is what many spend their days doing. Successful examples of these will lead to that all important meaningful connection between the reader and words on the page. When those words effectively demonstrate the value of a product and how it solves a problem, you\u2019re on your way to a sale.
\nEngagement is the first step<\/strong>
\nThe key to engaging content is to produce something that is aimed directly at the audience; this is your best way of generating an eventual response. If you can spark a train of thought in the reader\u2019s mind then you\u2019ve engaged them, and it should be the aim of all writers, designers and marketers. If you can engage a potential customer, they will be more likely to buy your product.
\nSo there you have it, the case for the defence of \u2018engaging\u2019.
\nAgree with us? Or do you think ‘engaging’ is a meaningless buzzword that should be consigned to the scrap heap?Leave a comment below or tweet us @strattoncraig with your thoughts.
\n <\/p>\n","protected":false},"excerpt":{"rendered":"

Producing engaging content is surely the aim of any copywriter worth their salt. Any search on Google, Twitter or LinkedIn for the term \u2018engaging content\u2019 will throw up a host of blogs and posts about how to create content that really connects with the reader and gets them thinking. Yet some have come to regard […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[305,314,448],"tags":[],"class_list":["post-70207","post","type-post","status-publish","format-standard","hentry","category-content-strategy-us","category-copywriting-us","category-digital-copywriting-us"],"acf":[],"yoast_head":"\nBuzzwords: Engaging - does it mean anything? - Stratton Craig - Global Copywriting & Content Strategy Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/buzzwords-engaging-does-it-mean-anything\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Buzzwords: Engaging - does it mean anything? - Stratton Craig - Global Copywriting & Content Strategy Agency\" \/>\n<meta property=\"og:description\" content=\"Producing engaging content is surely the aim of any copywriter worth their salt. 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