What are the best ways to write an engaging introduction for content marketing?

Before crafting your introduction, understand your audience like a close friend. Delve into their pain points and aspirations. Leverage tools like buyer personas, audience surveys, and keyword research to grasp their needs. Tailor your introduction to resonate with their desires and expectations. Your introduction isn't just a door; it's a welcoming gesture that acknowledges your audience's unique journey. Knowing your audience is the key to capturing their attention and forging a connection.

Tell a story that is relevant to your audience. And this doesn't just apply to written content. You can tell a powerful story in one sentence. Here's an example: "I couldn't believe that I had a PhD and yet was struggling to find a job." Everybody expects that more education will help you get a job. So now you have your attention of the reader and you can pull them through the rest of your content.

When writing content, personally I do the following - consider the age, demographics, and cultural background of the audience. - ask myself: are they experts in the field or newcomers? - tailor the tone, style, and content to match their needs. This helps to ensure the message resonates and communicates effectively. And the best piece of advice I received re writing content is: “think of your audience as the compass guiding your writing journey."

Intent is key, especially in organic search. Make sure your content is aligned with the user’s search intent, and that your introduction sends clear signals that the page matches their intent. > INFORMATIONAL: users are looking for information on a topic > NAVIGATIONAL: users are looking for a specific website, page, or brand > COMMERCIAL: users are searching for specific products or services > TRANSACTIONAL: users are ready to make a purchase

You need to consider the average reading level of your audience. They need to actually understand and easily grasp what you’re communicating to them. I use Hemingway to make text easier to read.

I’m a big fan of short sentences. I love them because people can understand them easily. There's great value in short sentences that are readable, digestible, and punchy. Writers often get caught up in the pressure of a good intro that they deliver long, run-on sentences. The problem with these sentences is that it makes readers work hard, which isn’t a great incentive to keep reading. There is no definitive answer for how long an introduction should be but our rule of thumb is up to 3 short paragraphs. Readers are impatient to get to the meat of the article so don't bury the lede deep in your article – cut to the chase.

You'd be surprised how often hooks don't work. Audiences are being numbed to them through constant repetition. And there's a certain amount of randomness to hook success. Don't overthink it.

In my experience, hooks actually make way for grabbing the reader’s attention. Two reasons why hooks work - they are the first thing that the reader comes across, and they have the potential to connect deeply with the target audience. Apparently, hooks can be the deciding factor whether or not the reader is going to continue to the other sections. Working in the content writing and reviewing space for B2B and B2C industries, I can safely recommend using statistics as one of the best hooks to use in blogs. Try using it in your next write-up and you can see the difference yourself!

When thinking about a good hook, consider the first line or sentence of your favorite novels. Creative writers have honed this skill and it can be as effective for marketing, news or any other copy as well.

'In today's fast-paced world...' is definitely not the hook you're fishing for. Using clichés in your introduction is like serving stale bread as an appetizer. It'll make your readers cringe faster than if they found a hair in their soup and lose their appetite before they even get to the main course.

Once you've hooked your reader, offer context and background that lay the foundation for your core message. Here, you clarify why your topic holds significance for your audience. This section is your platform to demonstrate your expertise and credibility on the subject. For instance, in an article about SEO improvement, you might explain, "SEO stands as a potent tool for driving organic website traffic, yet its intricacies can pose a formidable challenge." This context isn't just a backdrop; it's the scaffolding upon which your entire narrative rests, ensuring your readers understand the importance of what follows.

I always start with the main idea that I’m communicating. Think of it like a movie that starts with the ending. It then takes you through a sequence of events that bring you back to that same moment. Give your audience what they want first. Create suspense and then go into the details of how you got there.

Show, don't tell. Be specific. A real-life example is way more engaging than a generic 'In this sector you generally etc'. End with a clear goal reached, something for your reader to go for. You want to make him or her say, 'I want that too'.

Context plays a vital role in introductions, emphasising the subject's significance to the audience's needs. - Background Information: Share essential details. - Relevance: Highlight the topic's meaning and why it deserves attention. - Connection: Directly address audience needs. - Credibility: Showcase expertise on the subject. - Problem-Framing: Define the issue clearly.

Your introduction should not feel like a sudden plunge into cold water. After you've successfully hooked your audience, offer them a gentle descent into the topic. This is where context and background information play a crucial role. Besides explaining why your topic matters, you can set the stage by referencing current events or industry trends. By grounding your content in the here and now, you reassure your readers that what they are about to read is relevant and up-to-date.

Don't be too blunt or obvious with this, especially if you already covered it in the title. Taking time away from what you've written to tell the audience what you've written is the written equivalent of talking slow and over-enunciating your words because you assume the audience is a little slow.

This is the opportunity to distinguish yourself from the crowd. It's a chance to avoid sounding like everyone else by infusing your content with a distinctive perspective or a fresh angle. This is where your research comes into play; one very simple way is to dive into what others have written about the topic. By doing so, you not only identify gaps in the existing knowledge but also unearth nuggets of information or viewpoints that set you apart. After all, readers are drawn to content that offers something new, enriching their understanding and leaving them with a sense of value that sets your content apart from the rest.

Your readers should be crystal clear about what they stand to gain from investing their time in your content. Consider using the 'Benefit Matrix.' Here, you outline the direct benefits readers will receive from your content. For instance, "By the end of this article, you'll possess the tools to boost your SEO, rank higher on search engines, and attract a flood of potential customers to your website."

The PAS formula The PAS formula is a proven method for crafting compelling copy that effectively conveys your message. PAS stands for: 1.Problem: Start by pinpointing the issues that require attention. 2.Agitate: Then, intensify those issues, emphasizing their negative impact. 3.Solution: Lastly, introduce your solution, typically your product, as the solution to those challenges.

Take the time to consider what your call to action (CTA) is for your marketing piece. Your call to action should also be in sync with your audience's buyer journey stage. If someone is in the awareness stage, asking them to make a purchase might be premature. Instead, invite them to download a free eBook or subscribe to your newsletter. For those in the decision stage, encourage them to request a demo or make a purchase. Give your reader a clear and relevant next step, so you stay with them along their journey.

If I'm gonna speak about this topic, you need to imagine you're sitting down for a coffee chat, and I'm sharing a content marketing gem with you. So, here it is: those intros we craft? They're like the warm "hello" when you meet someone new. But here's the twist – storytelling is our secret sauce. It's like a magnet, drawing readers into our world. It's not just about info; it's about making them want to stay. With this storytelling magic, we don't just grab attention; we hold it tight, making our content truly shine. ??

For introduction, it's good to start with a burning question and follow that up with certain facts and numbers and then slowly introducing your solution and later providing to depth on the topic.

I don't disagree with the PAS formula, however, I personally think it is a bit outdated and is not a one-size-fits-all. The buying power of people has significantly increased. People today don't only buy for Necessity but are more gravitating towards Amusement, Amazement, and Luxury. If we just tweak the PAS (Problem-Agitate-Solution) we can come up with even better techniques to enhance our targeting. SAS - (Surprise-Amplify-Sizzle) JAB - (Jolt-Address-Benefits) EAT - (Entertain-Amplify-Tease) GAP - (Grab-Agitate-Promise) KISS - (Keep it Simple & Short) No Need is the same, therefore no solution/technique can be universal. P.S.- My personal favorite is KISS.