How to Create Content That Engages and Actually Works
February 14, 2025
Words by Jonas Wikborg, Schibsted Partnerstudio
💡 Insights from Our Event with Optimizely
On February 11, we hosted a seminar with Optimizely Norge, bringing together 230 industry peers to explore what makes content convert. Jonas Wikborg from Schibsted Partnerstudio gave a fantastic presentation, now distilled into this article for those who missed it—or want a refresher.
In a time when attention is the most valuable currency, creating content that not only grabs the eye but also holds onto it is essential.
At Schibsted Partnerstudio, we work with content marketing daily, and we know one thing for sure: It’s not enough to make something that looks good. It also has to provide value to the user.
How Do We Ensure Our Content Hits the Mark?
When developing content, we always start with one key question:
What’s in it for me?
It’s not just about what the client wants, although we always keep that in mind. First and foremost, it’s about finding something that offers value to the user. Content must give something back–which can include, but is not limited to:
- Educational: New knowledge or insights.
- Entertaining: Something that makes you smile or captivates you.
- Problem-solving: Helping the user tackle a specific challenge.
- Relatable: Something people can see themselves in.
When we hit these points, we create content that doesn’t just grab attention but is actually consumed and shared. Nonetheless, we continuously have to optimize our content. Small adjustments in headlines, images, or placement can have a massive impact.
Action on scroll
In a campaign for Elkjøp, we used a reverse vending machine concept, where users could "scroll through" how to recycle electronics and get money back. The idea is simple, the execution is brilliant, and the message is instantly clear in a visual way.
In another campaign for Polestar, we let users "get into the car" through scrolling. This put the reader in a completely different mindset.
Interactivity Boosts Engagement
User-generated content
In a Brann campaign, we created a digital memory box. Opening it revealed hand-picked supporter stories. Later in the article, users could submit their own best Brann memory.
Contextual Personalization
In an IKEA campaign, users could select which room they wanted to tidy up, and the article was tailored to their choice. The time spent on the content was remarkably high.
Interactive Personalization
In another campaign, for DNB, we allowed users to answer questions along the way. The result? A fully customized article for each individual user.
The Conclusion: Effectiveness Over Flashiness
It’s easy to get carried away with advanced technical solutions, but at the end of the day, it’s not about creating the flashiest content at any cost – it’s about creating the most effective content.
We definitely achieved that when we got 1,360 applicants for engineering positions at Vår Energi. The article was well-produced but nothing over-the-top. Instead, it was the story—about how coffee brewing is integrated into onboarding—that turned out to be the real gold.
Whether we want to create something simple and straightforward or playful and visually engaging, Vev is the tool that makes it happen. We don’t need hours of coding. It can (relatively) easily be done in what might just be the world’s best no-code publishing tool.
About the Author
Jonas Wikborg is a Designer at Schibsted Partnerstudio. He has been with the company since 2021 and previously worked as a journalist, primarily at VG. Apart from that—lots of experience from diving with 🦈 sharks, especially in the Galápagos.
