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How do you create engaging and persuasive content for different media platforms?

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If you want to succeed in any communication career, you need to know how to create engaging and persuasive content for different media platforms. Whether you're writing a blog post, a social media caption, a podcast script, or a video script, you need to adapt your message, tone, and style to suit your audience and your goals. In this article, we'll show you how to do that with some simple tips and examples.

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1 Know your purpose

Before you start creating any content, you need to have a clear idea of what you want to achieve with it. Do you want to inform, entertain, persuade, or inspire your audience? Do you want to raise awareness, generate leads, sell a product, or build a relationship? Your purpose will guide your choice of platform, format, tone, and language. For example, if you want to inform your audience about a complex topic, you might choose a blog post or a podcast that allows you to explain it in detail. If you want to entertain your audience with a funny story, you might choose a video or a social media post that showcases your personality and humor.

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Tanusha Arora

Associate @ Samagra ? SSCBS'24 ? SSCBS Best All Round Student Awardee ? All views are personal
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This can be drawn from the AIDA model i.e. Awareness, Interest, Desire, Action. Which step of the funnel you are on defines your purpose and then further your content language.

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2 Know your audience

Once you know your purpose, you need to know who you're talking to. Your audience will determine how you tailor your content to their needs, interests, and preferences. You need to research your audience and find out their demographics, psychographics, pain points, goals, and values. You also need to understand how they consume content on different platforms. For example, if your audience is young and tech-savvy, they might prefer short and snappy content on platforms like Instagram or TikTok. If your audience is older and more professional, they might prefer longer and more formal content on platforms like LinkedIn or Medium.

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Sofia Santiago, PhD

Award Winning Learning & Development Professional, E-Learning Expert
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Three words of caution: (1) avoid stereotyping your audience, (2) avoid categorizing them based ONLY on a few, superficial factors (which the examples above do), and (3) avoid using loose, ambiguous categories (such as "young" above--what does that mean? In their 20s? 30s? Both? Does it even matter for your topic?) For instance, the examples above shortchange (a) the 1,000s of young, tech-savvy professionals who hang out on LinkedIn and enjoy longer content--as long as it's relevant and valuable to them, and (b) the older, "more professional" (more than whom, by the way?) crowd who loves short and snappy content. Place extra attention to the WIIFM of your audience, their wants, known & unknown needs, and pain points and you'll be fine.

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3 Know your platform

Different media platforms have different features, limitations, and expectations. You need to know how to use them effectively and creatively to deliver your content. You need to consider the format, length, style, and tone of your content for each platform. For example, if you're creating a video for YouTube, you need to make it engaging, informative, and visually appealing. You need to use a catchy title, a compelling thumbnail, a strong hook, a clear structure, and a call to action. If you're creating a caption for Instagram, you need to make it concise, relevant, and emotive. You need to use hashtags, emojis, and questions to increase your reach, engagement, and feedback.

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4 Know your voice

Your voice is how you express your personality, values, and opinions through your content. It's what makes you unique and memorable. You need to have a consistent and authentic voice across all your platforms and formats. You need to use a tone that matches your purpose, audience, and platform. For example, if you're creating a podcast for a niche audience, you need to use a conversational and friendly tone that builds trust and rapport. If you're creating a blog post for a general audience, you need to use a professional and authoritative tone that establishes credibility and expertise.

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Sofia Santiago, PhD

Award Winning Learning & Development Professional, E-Learning Expert
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While it's true that having an authentic voice matters and that the tone (serious, humorous, reflective, light, etc.) needs to be aligned with your audience, purpose and platform, the examples above are limiting (and hence, poor advice). Here's why. Using a "conversational & friendly" tone (that conveys warmth) AND a "professional & authoritative" tone (that shows competence) are BOTH important, whether you're creating a podcast for a niche audience or a post for a general audience. Warmth and competence are not mutually exclusive and are both crucial to be a charismatic creator/presenter. Science has shown charisma is comprised of three elements: presence, warmth and competence, so to be charismatic--and more engaging--develop the three.

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5 Know your story

Your story is how you connect with your audience on an emotional level. It's what makes your content relevant, meaningful, and persuasive. You need to have a clear and compelling story for each piece of content you create. You need to use a narrative structure that hooks your audience, builds tension, and delivers a resolution. You also need to use storytelling techniques such as anecdotes, metaphors, sensory details, and dialogue to make your content vivid and engaging. For example, if you're creating a video for a social cause, you need to use a story that shows the problem, the solution, and the impact. You also need to use images, sounds, and words that evoke empathy and action.

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6 Know your craft

Your craft is how you use your skills, tools, and resources to create high-quality content. It's what makes your content clear, accurate, and effective. You need to have a good command of the language, grammar, and punctuation for each platform and format. You also need to use design, audio, and video elements that enhance your content and make it appealing. You need to edit, proofread, and test your content before you publish it. You also need to measure and analyze your content's performance and feedback to improve it. For example, if you're creating a podcast for a business audience, you need to use clear and concise language, professional and crisp audio, and relevant and useful data. You also need to use analytics and reviews to optimize your content and grow your audience.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Sofia Santiago, PhD

Award Winning Learning & Development Professional, E-Learning Expert
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Know your audience's culture Knowing your audience is addressed above, but making your content culturally sensitive is not, despite this being such an important consideration in our multicultural world. Adapting to your audience's culture, when well-done, can turn average content into memorable, effective content that will connect you emotionally with your audience--and this is the connection that will matter most. But if content is culturally insensitive, it will detract from your image and credibility. Example: in a keynote to 1,000 Hispanic-Americans, I said "Mexico has one of the most effective educational systems," and showed a slide of a flip-flop ("la chancla"). The audience burst out laughing and the connection was solidified!

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Laura Reed

Award-winning content creator and strategic storyteller. Communications professional with expertise in editorial and branded content. Team player who thrives on deadline.
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In addition to knowing your audience and purpose, it helps to know who else is targeting those same two. Knowing the competition is always helpful in creating meaningful, effective content.

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How do you create engaging and persuasive content for different media platforms?

1

2

3

4

5

6

7

1 Know your purpose

2 Know your audience

3 Know your platform

4 Know your voice

5 Know your story

6 Know your craft

7 Here’s what else to consider

Communication

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How do you create engaging and persuasive content for different media platforms?

1

2

3

4

5

6

7

1 Know your purpose

2 Know your audience

3 Know your platform

4 Know your voice

5 Know your story

6 Know your craft

7 Here’s what else to consider

Communication

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