A Business Owner’s Guide to Content That Engages and Converts

An incredible 90% of consumers want companies to share branded stories, but only 10% think brands are doing it well. This gap is your single greatest marketing opportunity.

Success on social media and beyond isn’t about just promoting your products; it’s about creating a meaningful connection with your audience through valuable content. Whether you’re a B2B or B2C company, a smart content strategy is the key to growth.

First, Find Your Story: Where to Look for Content Ideas

The best content ideas aren’t invented; they’re discovered. Before you create anything, look at the conversations already happening in and around your business. Your most valuable topics are often hiding in plain sight:

• Your Customer Questions: What do potential clients ask your sales team most frequently?

• Your Support Tickets: What problems are you constantly solving for your existing customers?

• Your Internal Expertise: What topics come up in press releases or internal emails?

These daily discussions are a goldmine for content your audience is actively seeking.

The 5 Purposes of Powerful Content

All great content serves a distinct purpose. By categorizing your ideas, you can build a strategy that engages your audience at every stage of their journey.

• To Entertain: This type of content grabs attention and makes your brand memorable. Think of viral games, branded videos, fun quizzes, or competitions.

• To Inspire: Build trust and loyalty by sharing success stories or featuring glowing customer reviews.

• To Spark Conversation: Actively engage your community by hosting forums or soliciting feedback on social media.

• To Educate: This is where you establish authority. Produce in-depth guides, infographics, blog posts, e-books, and demo videos that provide real value.

• To Convince: When a user is ready to make a decision, this content seals the deal. Offer interactive demos, webinars, checklists, case studies, and data sheets to drive action.

By crafting content that serves these five purposes, you create a powerful marketing engine that engages, informs, and ultimately converts your audience.