How to Write Engaging Content that Your Backers Will Love

Craft captivating content backers adore through effective writing techniques.

Tom Wu

June 19, 2023

Keyword Research

The first step to creating captivating content starts with planning and research. Consider the questions people may be asking and how your business can provide the answers. These questions are your keywords. Begin by brainstorming topics related to your business. Jot them all down and then think about the possible questions and variations within those topics.

You can utilize SEO tools like Semrush or HubSpot to conduct keyword research. Explore the keywords your competitors are ranking for and brainstorm ways to create even more valuable content. When using Google, type variations of your keyword and observe the auto-filled suggestions to understand what people are already searching for as you plan your content.

Stick to Your Expertise

When you started your business, it was because you were passionate about it, right? Passion is contagious, and backers can sense it. By focusing on topics that are core to your business, you naturally become more authentic in the content you create.

What problems were you trying to solve when you started your business? Talk about them. Consider the things you wished you knew and how your products or services can enhance your backers' lives. If you want to explore topics beyond your expertise, ensure that it provides valuable content. Consider partnerships that can benefit both businesses and create content together. For instance, if you run a garden shop, partnering with a local chef who can share recipes using fresh herbs would be valuable.

Write in a Conversational Tone

Your backers aren't coming to you for a lecture, so think of your content as a conversation. Avoid jargon and insider language that may confuse your readers. Think about the times you turned to a resource for an answer and the type of content that was helpful to you.

An easy way to create engaging content is to imagine your ideal customer sitting next to you. How would you answer their questions? By approaching your content this way, you're more likely to remain engaging and strike the right tone.

Get the Technical Details Right

Great content goes beyond just the words on the page. Pay attention to the technical components, such as tags, meta descriptions, and links, to help more people discover your website. Below, we'll discuss the technical elements to consider:


Heading 1 (H1) is the main headline at the top of your page, introducing your content to the reader. Your H1 should be between 20-70 characters and convey the overall message of your webpage. You should use only one H1, but it can be similar, if not the same, as your title tag. However, if you're using a WordPress theme that displays your title tag on the page, ensure that your H1 and title are at least somewhat different. Duplicating content wastes a semantic opportunity.

H2, H3, etc.

Your Heading 2 (H2) is used at the beginning of each subtopic and should ideally contain keywords related to your main keywords in the title tag and H1. Heading 3 (H3) is used for sub-subtopics, and so on. Think of headings as a hierarchy based on importance, with H1 being more essential and overarching than the others.


Linking allows readers of your blog to explore other web pages, both external and internal, that they may find interesting. Links serve two purposes in your content: providing references for readers to verify any claims made and offering opportunities for your audience to access other relevant information.

When including links in your content, pay attention to the anchor text, which is the text you use for the link. When linking to another page on your site or a client's site, keywords are important! The anchor text should provide information about the subject matter you are linking to.

External Links

External links connect anchor text to web pages outside of your site when referencing the source material. Linking to external pages not only helps prevent plagiarism but also helps readers and search engines understand your content more comprehensively.

Internal Links

While not all content needs external links, it's beneficial to include internal links to other pages on your site. Internal linking refers to text links within the content that lead to other blog posts or pieces of content within your website. Internal links may not pass authority to your site like inbound links from news publications or educational sites do, but they have other benefits. They strengthen your site structure and integrity, improve dwell time, reduce bounce rate, distribute page authority throughout the site, enhance crawlability, increase indexation of all pages, and boost overall page views across the site.