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  • Writer's pictureJen Haken

How to Write Engaging Content...

Updated: Feb 21

Four ring doughnuts on a grey plate with a woman's hand about to pick one up.
Photo by Polina Tankilevitch

...and saving the best 'til last!

As a child, did you always save the best ‘til last? I still do! Things like the tastiest part of dinner – that crisp, golden, fluffy roast potato. Or a favourite chocolate.

Saving the best ‘til last also works well when writing content. Like sharing the best benefit of your product at the end to help your readers take action and buy from you!


Knowing how to write engaging content includes understanding where to emphasise certain points. Like a chef knowing the precise combination of flavours to take a dish from tasty to exceptionally delicious.  


So, here’s a recipe to captivate your customers with scrumptiously sharp, engaging content.


How to write engaging content: highlight the benefits, not the features


As you write your tantalising words, highlighting the product benefits, it’s best to get the most compelling benefit in near the beginning. Yes, I know I said leave the best until last. Bear with me!


Because best practice content writing is to hint at what they’ll receive right at the beginning. Use a strong hint, much like bribing a small child to behave (yes, I did that! Didn’t you?!). Don't forget to mention the benefit in your headline, too, as that will most likely include your prime keywords to help with SEO.


So, this is how the content should pan out:


  1. In the first paragraph, describe your customers’ tricky situations or the challenges they’re facing. This helps the reader to recognise that you understand them and their needs.

  2. Then, your second paragraph will highlight the main benefit of your product and how it solves their issues. Keep the message on point but don’t go into detail yet.

  3. From there, weave further benefits throughout your content, creating an appealing scenario that your ideal customers will recognise from their own experiences.

  4. Use your penultimate paragraph – the end of the story – to reiterate the main benefit. Reward everyone for reading to the end with a clear, compelling description of how their lives will be easier or transformed.


  1. Finally, end with an irresistible CTA (Call to Action).  


Leaving the best ‘til last


So what? This is the ultimate question. The 'why' people should buy from you.

The conclusion is where you summarise what you've written, and then add in that 'best' bit, your tasty morsel that leaves a lasting impression on your reader's tastebuds and in their minds.

They’ve read your concise, compelling copy about how you solve their pain points or enhance their lives. You’ve hyped up the story. They can visualise how much better their lives will be with you in it. Saving your strongest message until the end helps create that decisive moment for your reader. You’re answering their ‘So what?’

And then, right at the end, POW! There’s your CTA – a special offer, free trial, free sample. Much like saving the best doughnut for last and then passing it to them as a gift! Or simply pose a powerful question that makes them wonder how they can manage without your product.

Even if you're just inviting them to get in touch to find out more, make that as compelling as possible too.


I’ve written in more detail about the ‘how’ of writing engaging content before. So, rather than re-inventing the wheel, have a read of this. It explains why you need to have regular content, what content types you could include in your marketing plan, and details how to actually sit down and write it all.


And if you decide that writing it feels too much like hard work, I can help. Let’s set up a call. Click the button! You know you want to...




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