Weâre back with the second installment in our series exploring our 12 Content Marketing Best Practices for 2025.
Previously, we discussed a couple tips to better understand our target audiences through demographic and psychographic analysis. Now, itâs time to talk about the content part of content marketing. Because creating and publishing content that doesnât convert is a major waste of time and resources.
To me, creating content that converts is not about sneaky funnels or cringey calls to action. It’s about strategic alignment, bridging the gap between what our audience needs and what our business needs.
Let’s dive deeper into what actually drives conversions today, and how you can bake these principles into every piece of content you create.
For a comprehensive overview of all 12 best practices and to see the complete list, check out our original article here.
Create Only What Matters to Our Audiences
Creating is hard. And Iâm not talking about AI generated slop. What Iâm talking about is the act of researching and creating content that converts. Thatâs hard.
But because we have a deep understanding of what our potential clients and customers are concerned with â their goals, pain points, questions, curiosities, etc. â it becomes easier to create content specifically addressing their needs.
The exercise here is to determine where the intersection is between what our audience is looking for now and what our business is uniquely qualified to discuss.
That’s our zone of strategic content. You can visualize it as a Venn diagram. On one hand: high-value content our audience is looking for. On the other: areas where we have authority, expertise, and / or products to sell.
The sweet spot for content is where those two circles overlap. That’s where trust is established. That’s where conversions occur organically because the content itself serves an important purpose for our audience and is congruent with our business goals.
Example: We’re portrait photographers who specialize in executive branding and headshots.
Our ideal clients are business professionals looking for ways to elevate their personal brand. They’re searching for topics like 2025 headshots trends, how to be a thought leader in [industry], how often should I post on LinkedIn, and how to look more confident behind the camera.
All of those are relevant to their journey, but not all are in our lane. Donât waste time creating content around how to be a thought leader or how often to post on LinkedIn. Instead, own the topics where our expertise meets their decision-making: what to wear for a high-impact headshot or how to prepare mentally and physically for a shoot.
Another example: We’re a personal trainer, gym owner, and also provide nutrition counseling. Our target clients are seeking guidance on eating correctly, weight loss, where to locate gyms in their local area, and exercise attire. All relevant to their mission, but not all relevant to our positioning.
Don’t waste time writing reviews of yoga pants or the top 5 gyms in the area. Double down where our value intersects their needs: weight loss advice, meal planning suggestions, and creating fitness routines.
These are our sweet spots, the content that matters. Smart content that builds authority, establishes trust, and naturally leads into our offerings.
Speak Like a Human Fixing a Problem
People don’t convert on the strength of clever wordplay or sales jargon. People convert because they believe we understand their problem and have the knowledge and tools to fix it.
Because people are bombarded with crap every minute of every day online, trust is currency. And trust is built through content that feels natural, acknowledges real frustrations, and offers clear, actionable solutions without hidden agendas or slimy marketing tactics.
This means starting with empathy, not a sales pitch. When our audiences engage with our content, they should think âThatâs exactly how I feel!â
It also means being solution oriented and cutting the fluff. Itâs frustrating to look for something online, click, and then realize you just wasted time watching or reading something that doesnât provide any actionable solutions.
For example, instead of saying, âConfidence is important in headshots,â say, âStand tall, roll your shoulders back, and exhale before the shutter clicksâthis immediately relaxes your posture and makes you appear more confident on camera.â
No one likes being lectured. But people will happily listen to a friend whoâs been through the same challenge and came out the other side. Write as someone whoâs just a step or two ahead, offering a helping hand rather than preaching from a mountaintop.
Make CTAs Natural
Content should always include a call to action. However, itâs important to understand that the conversion doesnât have to always be the final sale or action, but something that simply deepens engagement and trust.
That could be downloading a free guide, practicing a tip we shared, or simply reflecting on a challenge we helped them better understand. Great content always offers our audiences a clear next move.
The result? Our expertise and empathy will naturally guide our audiences to want to work with us.
Conclusion
Content that converts isnât about forcing outcomes. Itâs about earning them. When we focus on delivering genuine value, speaking directly to real problems, and guiding our audiences with empathy and expertise, conversions happen naturally.
In the next installment of the 12 Content Marketing Best Practices for 2025, weâll talk about where to place this great content weâre creating. Until then, keep asking: Does this content solve a real problem? And if it does, weâre already well on our way to creating content that truly converts.
-Lucas
