3 critical steps for creating content that converts

All too often, content is created solely to get clicks, views and likes. It’s all about the call to action (CTA), the asset download, the form fill or the registration sign-up. Most of the time, this is to the detriment of getting real, valuable engagement. 

While these numbers might look great on a stat sheet, they don’t always translate into actual conversions. Here’s the thing: Clicks aren’t valuable. A real conversion is when someone replies to your email, sends you a message on social media or engages with your brand meaningfully — not just mindlessly clicking a button because you’ve nudged them to.

If you want to create content that converts, stop fixating on easy-to-track engagement. Focus on the best way to get your audience to engage without all the friction. Here’s how.

1. Make your offer frictionless and part of their everyday activity

Let’s be honest: Too much marketing is disruptive. We’re constantly asking people to stop what they’re doing, go to a new page, fill out a long form or complete an action that pulls them away from their current task. It’s no wonder people drop off before completing the journey. The key to higher conversions is making your offer frictionless.

Examples of frictionless engagement

• In-email conversions. Instead of linking to a landing page and asking users to fill out a form, ask them to simply hit “reply” to an email if they’re interested. You remove the friction of clicking through and filling out more information.
• In-app purchases or conversations. If your audience spends most of their time on Instagram or Facebook, don’t send them to a different website. Use in-app messaging to have direct conversations with them or utilize the “Shop Now” buttons that allow people to purchase without leaving the app.
• SMS offers. If your customers are busy professionals, consider sending SMS offers or reminders that let them respond with a simple “yes” to claim a deal or schedule an appointment. No forms, no new pages. Just a simple response from their phone.
• Messenger bots for immediate replies. Instead of directing traffic away from the page they are on, use a chatbot or messenger that can handle inquiries instantly. People are already on the website or landing page, so the experience feels seamless.

The more friction you remove, the easier it is for your audience to say “yes” and engage with you.

Dig deeper: 5 tips for balancing ‘push’ and ‘pull’ in content marketing

2. Make the ask doable and manageable

Another common marketing mistake is asking questions that are too big. We want our audience to read long whitepapers, watch hour-long webinars or download extensive case studies. But most people don’t have the time or energy to commit to something that requires too much upfront.

If you want to drive conversions, make the ask manageable. This doesn’t mean you can’t have in-depth, long-form content — it just means you need to offer bite-sized options that lower the barrier for your audience.

Examples of manageable asks

• Short vs. long-form content options. Give your audience a choice. For example, with your hour-long webinar, offer a 5-minute highlight video summarizing the key takeaways. Or, if you’re promoting a whitepaper, offer an executive summary that’s easier to skim for key insights.
• “Single-click” or “no-click” strategies. Rather than asking your audience to click through to a landing page and fill out a form, give them a one-click option — like a direct download link within an email or a single-click RSVP button for event invites. Better yet, include all the content in the email itself, allowing them to consume it without leaving their inbox.
• Quick surveys and polls. If you want feedback or input from your audience, consider quick surveys or polls that can be completed in 30 seconds or less. People are far more likely to engage when the ask feels quick and manageable.

By making your content or offer easy to consume in small chunks, you lower the commitment required from your audience, making them far more likely to engage.

Dig deeper: How to create content for every stage of the customer journey

3. Make the trade-off worth it

Even if you’ve made your offer frictionless and manageable, there’s one more key to driving conversions: make the tradeoff worth it. Your audience is trading their time, attention or personal information in exchange for something from you — so make sure that something is valuable enough to justify the effort.

Many marketers fall short here. They ask for too much (like a long-form or lengthy commitment) in exchange for too little (like a single PDF download). If you want your audience to engage, you need to overdeliver on value.

Examples of high-value tradeoffs

• Bundled content offers. Instead of offering just one whitepaper, bundle several resources into a single, high-value offer. For example, alongside your whitepaper, include an infographic, checklist and video that covers related content.
• Exclusive access. If you’re promoting a webinar or event, offer exclusive perks for attendees, such as downloadable resources, direct access to experts for Q&A or an invitation to a private online group where they can network with industry leaders.
• Instant gratification. Instead of promising something they’ll receive later (like a PDF that gets emailed later), offer instant access to a downloadable guide, checklist or template right after they engage. People are more likely to engage when the reward is immediate.

When the tradeoff feels worth it — when the value far exceeds the effort your audience has to put in — they’ll be much more excited to engage with your content and your brand.

Dig deeper: The 4 types of content buyers want

It’s time to rethink engagement

If you want real conversions, stop focusing on clicks. Start creating experiences that feel natural, frictionless and valuable for your audience. Most marketing content today is built around what businesses want: stats, forms, clicks and trackable metrics. But to truly engage your audience, you must play to their desires, not the business’s. When you start designing content for conversions instead of clicks, you’ll see more engagement and more meaningful, long-term relationships with your audience.