From the moment you wake up in the morning, a constant stream of new content is fighting for your attention.

Whether it be a blog, a news article, a podcast, a social media post or a video, we’re surrounded by content. Some content you will just simply swipe down in one second and move on to the next piece. But other content will instantly grab you and compel you to watch or read further before you even realise it.  This type of engaging, impactful content is an invaluable communications tool.

When creating your own content to attract the attention of your audience and also maintain interest, here are five simple yet important rules:

1) Be passionate

Any topic can be interesting if presented well and with enthusiasm. If you’re creating content without revealing your own interest in it, how do you expect them to engage with it?

Make sure you genuinely have a keen interest in the topic that your content piece will be about. It will become much easier to get your audience to sit up and take notice.

2) Create a headline that is short and simple

Think about the most famous newspaper headlines throughout history. Quite often they describe the entire story in five words and under.

When creating your content piece, try to describe the general gist of your content in under 60 characters for written content or five seconds for video content. If you can’t do that, then your content likely lacks cohesion or focus, and you’re more likely to lose the audience you’re trying to impress.

3) Use plain and simple English

Food is best digested in small portions. The same goes with your content. Keep your sentences short and avoid unnecessarily long words when a shorter word will do.

There is no need to use the vocabulary of ‘War and Peace’. Stick to easy and accessible language that can draw the widest possible audience.

4) Bring your audience on the journey with you

An effective way to maintain the attention of your audience is to make them feel like they are on the journey with you. That means showing the audience your story, rather than just telling it.

No-one likes to feel like they are being lectured at. Don’t do the same to your audience through your content. Bring them along with you on your ride and keep them on your side.

5) Be original with your content

In an age when there is so much content at your fingertips, it can be very difficult to be original with your own content.

However, there is one easy place to find originality – yourself. The content itself might not be original, but you can be. Don’t just follow the crowd. Think about what makes you unique and apply that to the content you create.

Follow these five simple rules and you’ll be well on your way to creating fantastic content that engages and influences your audience.