Creating engaging content is an art requiring a deep dive into psychology. Motivating an audience to participate in communication is often not about the actual content. It’s more about the framing of the content.
If you want sermons that engage, Search Engine Optimization can help provide solutions. SEO is the process of improving the quality of web content to increase the number of visitors to a website. Use these SEO techniques to craft sermons that engage and reach a potential audience:
1. Define the type of person who needs to hear the entire sermon.
All communication should be directed to an audience. It’s rare you’ll be able to speak to everyone. Define a group that needs the message God’s given you to deliver. Why do they need it?
2. Decide what they would search for to find an answer.
Everyone seems to turn to Google for answers. Consider what they’d search for to find your sermon content. What words would they include? Keyword research is important in building engaging sermons because it’s easier to get someone’s attention with content they’re actually seeking.
3. Use desired keywords in your title.
Use the key phrase from No. 2 in your sermon title. If it’s near the beginning, more will remember it. They ask, “I need that, I wonder what the answer is?”
4. Ensure your title feels like a simple solution.
People rarely have a lot of time to sit through a long sermon. Use numbers to make it feel achievable and limited. It may sound simple, but you are not saying it’s easy. Tell practical stories demonstrating how God wants to help.
5. Craft an outline that is easy to remember, keyword-rich and practical.
Have a small number of sermon points that rely on the title. Each point directly corresponds to the solution. Use your key phrase in the points and write them in active voice, things your listeners can do and believe. Repetition will help people recall your sermon after they have left the building.
6. Have a call to action. Repeat it three times.
SEO shows we need to be reminded how information must lead to action. Link to other ministries, give them next steps and call them to do something. It may be obvious to you, but it’s probably not to them. Provide clear modes of application.
Remember, the right sermon title could motivate someone to click on an online sermon link or decide they need to attend an in-person service because the sermon is just what they need.
EDITOR’S NOTE — Mark MacDonald is communication pastor, speaker, consultant, bestselling author, church branding strategist for BeKnownforSomething.com and Executive Director of Center for Church Communication, empowering 10,000+ churches to become known for something relevant (a communication thread) throughout their ministries, websites, & social media. His book, Be Known for Something, is available at BeKnownBook.com.
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