In this blog, we’ll guide you through content marketing, teaching you how to create content that converts and helps you stand out.

We all know that content is king. But the idea of generating content plans and ideas on a regular basis is enough to induce stress-based heart palps on even the coolest of cucumbers, and that’s before you’ve sat down to write!

It can be difficult to consistently create knock-out content that encourages visitors to stick around and learn about your business and offer.

But we’re here to help. Here’s PM’s top tips to creating content that converts AND gets you seen…

Have a Bold Angle

“If you create a fantastic story angle, the audience will make you the Pied Piper.”

It goes without saying that the best stories are the ones people are dying to hear. If you can capture the attention of your audience by turning a mundane story into something worth reading, you’re onto a winner.c

No matter what the subject is, get your creative juices flowing to really spark interest.

How to create content that converts

Plan ahead to capture the attention of your audience.

Get So Emotional, Baby

In the same way that a Whitney Houston song motivates us all to get groovy on the dancefloor, your content must spark an emotional trigger to motivate a prospect into doing what you desire.

Using emotion to motivate can be done in a couple of ways:

Peer Pressure – knowing that other people are engaging in things that you aren’t induces some serious FOMO (fear of missing out). Fear is marketing’s great motivator, no one wants to be left out for the fear of straying behind.

Self-Improvement – People want to be the best at what they do. As a result, frame your content to entice them in by offering them something they didn’t know they needed. For example, ’10 Things You Need to Know About…’, or ‘Don’t Miss These Tips…’.

Make It Relevant

‘Writing for your reader’ is self-explanatory and we’re sure we don’t need to remind you to do it. But, that said, it’s one of the most important aspects to consider when writing to drive conversions and increase visibility.

When creating content, only when that content genuinely appeals to the needs, concerns, and issues of your reader will you end up with a conversion.

Top Tip 1: Be sure to segment your audience and write content that will resonate with them.

Top Tip 2: Consider focusing on the world outside your business domain. For example, holidays, seasons, sporting events, etc. Not only does this increase the chance of engagement, it increases how authentic your business is.

create content that converts

Write for your audience, not yourself.

Make It Content Rich

Once you have written a carefully crafted piece of content, it’s time to jazz it up. Making it ‘content-rich’ with imagery, videos, infographics, and even GIFs really help you to stand out.

Eye-catching content makes your blog posts look more visually appealing but also keeps the reader engaged, increasing the likelihood of them converting or at least taking a look at what other stuff you’ve written.

Give Them Something to Do

The best way to convert your visitors into leads is to add a call to action at the end of every piece of content you publish.

Here’s a couple of CTA ideas…

Offer a Resource – Create a post-specific resource and offer it for download in exchange for the email address of your visitors. When the resource is post-specific, readers are more likely to engage with the campaign, in turn boosting conversions.

Create a Library – To increase value, create a library of eBooks and other valuable materials that persuade your visitors into subscribing to your mailing list. Add a signup box at the end of your blog and voilà!


Hopefully, these tips have inspired you to test or tweak your content creation strategy in order to get those all-important conversions.

But if you still need help finding content marketing tactics that’ll put your business on the path to greater success, we can help.

With a team of marketing strategists and creative copywriters behind us, Purpose Media is perfectly placed to assist with any content related queries. Give us a bell for more information.

Let's get started.

Posted by Rachel Gascoigne