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Developing Engaging Content

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An overhead image of a person writing in a notebook.

We love to write. The two blogs a week and countless social posts are a testament to that. We make a point to ensure the content we create reflects our brand—edgy, sarcastic, funny and smart. 
Finding topics that will resonate with your target audience while also keeping content fresh and engaging is really hard. We like to think we do this pretty well. It seems you guys are reading what we put out there, so that’s a good sign.
Here are some tips to get you moving in the right direction.

Know Your Voice

If you’re not sure who you are, any message you’re trying to relay is going to be lost or garbled. Companies need to define their brand and then wholeheartedly embrace and communicate it in everything they do. 
The other day, we were looking through old 8THIRTYFOUR blogs and came upon one written in 2009. What was extremely interesting was it could’ve been written today, because it had the same tone and voice as we do in the present. 
If you’re at a loss where to start, read our blog on building an effective elevator speech. 

Identify Relevant Topics

Seems like a no-brainer, right? If you’re not in tune with your customer base, any content you create won’t resonate with them. It’s kind of like Google Search. The way you would conduct an online search regarding your industry is going to be very different than how a potential customer will search. 
What are the questions you get from customers on a regular basis? What content performs well on your social channels? What are trending topics in your industry? 
Keep in mind the more personal you are, the better your content will perform. Your customers want to know the people behind your brand. Consider team profiles or blogs on your culture. 

Define your goal

Are you creating content just to have content? Before you start writing for social, email marketing, blogs, video, advertising, etc. you need to determine what you want the content to accomplish. Is it a recruitment tool? For business development? To establish yourself as an expert or thought leader in your industry? 
The goal of your content is also going to drive the avenue you choose. For example, if you are hiring, develop a video that illustrates your culture and include interviews from other employees. 
If you want to communicate quality of work, create an infographic with statistics and facts that showcase your process.
To summarize, ask yourself the following questions before creating content:

  1. What is the point I need to convey?
  2. What action do I want my audience to take?
  3. What will resonate with them?
  4. How do I grab their attention?

Knowing how to connect with audiences is what we do, and telling stories is our jam. Reach out to us, and we’ll do what we do best: crush content.

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If you ever need proof that personal brand matters...Kim got to see the @nasaartemis II launch in person as a direct result of her Big Deal Energy™.

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If you ever need proof that personal brand matters...Kim got to see the @nasaartemis II launch in person as a direct result of her Big Deal Energy™. You need to work hard, show up authentically, and provide value. That was her message to a room full of students and young professionals at @western_michigan_pmi's theProject Collegiate Competition. The Big Deal Energy™ Workshop is on June 23. Register at the link in bio.

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Open post by 8thirtyfour with ID 18012680507839574
Employers think Gen Z is lazy, entitled, and will quit the second things get hard. That perception is keeping you out of the room before you ever get a chance to prove otherwise. The good news is, you can flip the script, but it will take some serious work and a personal brand, or as Kim Bode refers to it: Big Deal Energy™. Kim is speaking at theProject™ Collegiate Event, hosted by the Project Management Institute Western Michigan Chapter on April 14. She'll cover how to build a personal brand that actually sounds like you (not ChatGPT) and how you can show your value through social, content and networking. Link in bio to learn more.

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