How to write engaging content (that people actually want to read)

Engagement starts with you — not hacks, not algorithms, not some mystical formula.

So, what is engagement? It’s not a process. It’s a result. You can encourage it, but you can’t force it.

You’ve probably seen great articles go nowhere, even after being promoted with paid ads, social media blasts, or backlinking strategies. Those tactics don’t make content more engaging — they just make it more visible. Engagement comes from value.

Let’s break down how to write content people actually want.

1. Start by defining what engagement means for you

Not all engagement is created equal.

Are you trying to:

• Get more conversions?

• Increase time on page?

• Boost email replies?

• Drive clicks to a sales page?

Clarifying this upfront changes everything. For example, if your traffic is strong but your conversions are weak, you don’t need more views — you need better results from the ones you’ve got. But if no one’s reading at all, then conversion metrics don’t mean squat.

Set your own definition of success, and measure against that, not vanity metrics.

2. Ask yourself: Does this content need to exist?

Let’s start with a question. Could someone plug your title into ChatGPT and get a faster, clearer, or better answer? If the answer is yes, then your article isn’t valuable enough yet. 

To fix that, analyze how you can add value. You’re not reinventing the wheel — you’re creating a better experience.

So ask:

• Is it easier to follow?

• More visual?

• More enjoyable?

• More relevant to a specific pain point?

Imagine that you’re creating content to help users bake sourdough bread. Now ask the questions above. 

Don’t worry. Readers aren’t expecting you to improve a 6,000-year-old process. What they’re looking for is a better experience. Even something as simple as “top beginner mistakes” might be the edge that helps a reader get results faster. That’s value, and value drives engagement. 

Try figuring out at least one way your content can add value and lean in. Your readers will appreciate it.

3. Would you read it? Start there.

Customer data is useful. But if you don’t have a mountain of user data (which most small businesses don’t), trying to reverse-engineer audience desires can become guesswork.

Instead, start with this:

Would you want to read this? 

And, then ask:

Why?

If you can’t explain why it’s interesting, helpful, or unique, your readers won’t be able to either.

Even if you do have data, this gut check helps you create content that’s worth testing.

4. Keep it simple, specific, and strong

The KISS principle — Keep It Simple, Stupid — is just as relevant in content as it is in sales.

Long, meandering articles might work for SEO, but not for real humans. Your audience is busy. Attention spans are short. If you haven’t already earned their trust, don’t expect them to scroll endlessly.

Here’s how to keep it simple:

• Focus on one big idea per post.

• Keep your structure clear and skimmable.

• Write for speed: clarity > cleverness.

When you stop trying to say everything, your point becomes stronger. And your content becomes easier to write and to read.

TL;DR: Your 4-step checklist for engaging content

Your business deserves great content, and it’s within reach. Instead of trying to make every piece of content an all-encompassing guide, prioritize focus and clarity. In recap, here are four steps to make content that engages readers:

1. Define what success looks like for you
   Engagement isn't just clicks or likes — it's whatever moves the needle for your goals. Choose metrics (like conversions, time on page, replies) that align with your purpose.

2. Identify your content’s purpose
   Ask yourself: Would I read this? Would ChatGPT do it better? If a reader could enter your headline into ChatGPT and get a better result — faster, clearer, more helpful — your content needs work.

3. Run the personal gut check
   Before publishing, be your own toughest critic. Is it interesting? Helpful? Would you share it? If you can't say yes, revise until you can.

4. Keep it tight and purposeful
   Focus on one strong idea per piece. Make it scannable, digestible, and easy to act on — especially if you’re still earning your audience’s trust.

Let’s make your content work harder

Ready to level up your content — or just want a second set of eyes on a draft? Reach out through my contact page, and I’ll get back to you soon.