The Recipe for Engagement

The ongoing challenge we face in creating content — whether it’s yet another alumni profile or a description of student life on campus — is to be compelling and engaging. But what does that really mean, and how can we meet this expectation? Copyblogger’s Brian Clark breaks the formula down to two components: meaning and fascination. The most effective content, he argues, has a balance of both. How do you strike that balance in your content?

It’s true that you can intrigue people with an overwhelming amount of relevant meaning, to the point that it becomes fascinating in and of itself. … The key to this type of engaging content is specificity. The more specific the value you promise and provide, the more fascinating people deem it.

Source: The Two Essential Elements of Irresistible Content by Brian Clark, Copyblogger, April 7, 2011

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About Georgy Cohen

Georgy Cohen is associate creative director, content strategy, at OHO Interactive in Cambridge, Mass.. Prior to OHO, she worked with a range of higher ed institutions, including stints at Tufts University and Suffolk University and as an independent consultant, on content strategy and digital communication initiatives. Keep going »

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