5 Steps to Create Content That Actually Gets Engagement

Creating content for your brand is expected. But driving engagement? That’s where growth happens. If your posts aren’t getting likes, comments, saves, or shares, it’s time to rethink your approach.

Engagement tells you what resonates, what builds trust, and what compels your audience to take the next step. Content is the fuel of digital marketing, but engagement is the spark that makes it matter.

At IGNITE On Purpose, we help brands show up with purpose and precision. Here’s our 5-step framework to ensure your content doesn’t just get seen, it ignites a response.

Step 1: Start with What Your Audience Actually Cares About

Your audience isn’t looking for another generic industry update, they’re scanning for value. Engaging content answers real questions, solves real problems, or reflects on real experiences. Before you hit publish, ask:

• What keeps my audience up at night?
• What do they wish they had known or seen sooner?
• What’s stopping them from acting?

When content speaks to pain points and priorities (not just your offerings), you move from promotional to purposeful. That’s when people start paying attention.

Step 2: Tap Into Authenticity (Be Real)

People don’t connect with polish – they connect with people. If your content doesn’t make someone feel something, it’s unlikely to make them do something.

In today’s saturated digital landscape, attention is hard to earn and even harder to keep. Content that performs best today is grounded in authenticity. That doesn’t mean unprofessional, it means honest, clear, and true to you. Authentic marketing helps you cuts through the noise and lead with value and vulnerability.

Share behind-the-scenes moments, founder reflections, hard-earned lessons, or things that offer value to your audience. That kind of candor cuts through the noise.

Pro-Tip from IGNITE: When in doubt, tell a story. Stories are more memorable than facts and more engaging than features.

Step 3: Match the Message to the Medium

Not all content is created equal, and neither are the platforms it lives on.

High-performing content isn’t just about what you say—it’s where and how you say it. Use the platform that best supports your message and matches how your audience consumes content. Consider how different content platforms contribute to engagement:

• Social Media: Real-time connection, conversation, and visibility
• Blog Content: Long-form education, SEO, and brand authority
• Email Marketing: Direct communication and relationship-building
• Video & Webinars: Deep engagement and human connection
• Lead Magnets & Value Tools: High-value exchanges and conversion

Each platform has its strengths. The more aligned your message is with the platform’s strengths, the higher the chances of engagement.

Pro-Tip from IGNITE: Extend the life of every great idea. Repurpose content. A blog post can become a social carousel, a video, and an email. Stretch your content across platforms for maximum impact.

Step 4: Invite Interaction (Don’t Just Talk at People)

Content shouldn’t be a monologue. If you want engagement, make it easy for your audience to engage.

Clear calls-to-action (not just “click the link”) can turn passive readers into active participants. Ask people to comment with their thoughts, tag a friend, or share their experience.

You can also:

• End with an open-ended question
• Use native features (polls, quizzes, stickers)
• Create “this or that” or “agree/disagree” style posts

Small tweaks like these will invite interaction without feeling forced. You’re not just building engagement—you’re creating buy-in.

Step 5: Track What Works and Double Down

A data-driven marketing strategy is the smartest, most sustainable way to increase engagement.

Take the time to find out what content is actually receiving likes, shares, saves, comments, or click-throughs. Which posts sparked conversations? Which ones fell flat?

Instead of guessing, use these insights to refine your content strategy over time. Content that drives engagement is the result of testing, learning, and tweaking.

Pro-Tip from IGNITE: Don’t just measure likes and comments. Pins, shares, and time-on-page are often better indicators of content that’s genuinely resonating.

The Key to Creating Content That Gets Engagement

Creating engaging content is about being more aligned, more relevant, and more human.

When you create content that speaks directly to your audience’s needs, reflects your brand’s personality, and invites real interaction, you stop shouting into the void and start creating a conversation.

At IGNITE On Purpose, we specialize in content strategies that are driven by data, grounded in authenticity, and built to connect.

Let’s work together to create content that earns attention and drives results. Connect with our team to get started.