Here at Emporium Media we have something of a mantra: ‘writing content is easy, making it unforgettable is tough’.

As a user, there’s few things worse than getting to the end of a blog entry, video or lengthy podcast only to find yourself thinking:

“Well, I guess they were making a point, but – to be honest – I’m not totally sure what it was.”

It just feels like such a waste of time. After all, if you’re engaged, with the intention of learning something, coming away with a deeper level of knowledge is a perfectly fair expectation.

More to the point, if you’re the content creator, it means you’ve poured your heart and soul into something that will never be shared. Even worse… something that will be instantly forgotten.

You hardly have to be a kick-ass agency (*cough* like us *cough*) to appreciate that the whole aim here is to make your information essential, something that makes your audience think, bookmark and share. You want your word to spread because your reputation expands with it.

The Key

So how do you ensure that your audience follows your message, feels the desire to make a comment and is keen to share with their colleagues?

Well, you simply have to make sure that everything you create has:

• Structure
• Intrigue

Put these two elements together and suddenly you’re a lot closer to having something that will draw people in.

Content Structure

This is simple. Remember essay planning at school? It’s the same process. Grab a piece of paper and jot down all the points you want to make. Then, simply order them into a chain of thoughts that progresses logically from beginning to end.

Adding Intrigue

This is the slightly harder bit. People desire information that interests them as it educates. Your task is to think how to spark the audience’s imagination, to pose questions and then shock with the answer. This can be low-key, nobody expects you to take on the over-the-top persona of a preacher or self-help guru, but you should try to think of how to present your information creatively.

The Result?

Once you’re presenting everything in a logical order and with a certain level of pizazz, you should see the amount of clicks on your content slowly start to increase.