How to Build a Content Strategy That Actually Converts
Creating content is easy. Creating content that converts? That’s where most brands struggle. If you’ve ever felt like you're publishing endlessly with little to show for it, this post is for you. Let’s walk through a step-by-step framework for building a content strategy that doesn’t just get seen, it gets results.
Step 1: Define What “Conversion” Means for You
Before you talk headlines or hashtags, get clear on what success actually looks like.
Sales (e.g., booked services, product purchases)
Leads (e.g., newsletter signups, contact form fills)
Engagement (e.g., comments, saves, shares, DMs)
Brand awareness (e.g., reach, follower growth, press features)
Pro Tip: Don’t try to optimize for all of them at once. Pick one core goal per campaign or platform.
Step 2: Map the Buyer Journey
Content that converts speaks to the right person at the right time in the right way.
Here’s a simplified buyer journey:
Awareness – “I didn’t know this was a problem.”
Consideration – “I know the problem—now I’m looking for solutions.”
Decision – “I’m ready to take action. Who’s the best option?”
Your content should address each stage:
| Stage |
Content Type | CTA Example |
|---|---|---|
| Awareness | Blogs, Reels, Infographics | “Save this for later” |
| Consideration | Case studies, how-to videos, email sequences | “Download the guide” |
| Decision | Testimonials, product demos, service pages | “Book a free consult” or “Buy now” |
Step 3: Build a Content Pillar Framework
Stop reinventing the wheel every week. Use a Content Pillar Strategy, one big idea broken into smaller pieces.
Example:
Pillar Content: “The Ultimate Guide to Personal Branding Photography”
Spin-offs:
Reels showing behind-the-scenes
Blog post: “How to Prep for Your Branding Shoot”
Carousel: “5 Mistakes Entrepreneurs Make in Brand Photos”
Each piece links back to your core CTA.
Step 4: Use Platform-Specific Strategies
Not all content belongs everywhere. Tailor your messaging to how people behave on each platform:
Instagram: Emotional storytelling + short CTAs
LinkedIn: Value-driven, insight-heavy posts
TikTok: Hooks, humor, and fast transformation
YouTube: Long-form educational content with SEO titles
Email: Nurture sequences with timed offers
Step 5: Track, Test, and Tweak
If you’re not measuring, you’re guessing. Monitor:
CTR (Click-through rate)
Engagement rate
Conversion rate (page goal completions, link clicks, etc.)
Use A/B testing on your headlines, CTAs, and content formats to optimize.
Final Thoughts: The Content That Converts Isn’t Always the Flashiest
Sometimes it’s the quiet email that gets the reply. The carousel that gets bookmarked. The blog post that answers exactly what your client was Googling.
Consistency + clarity + connection = conversion.
Want a done-for-you content strategy that actually converts?
I work with founders, in-house teams, and agencies to craft content systems that sell, without burnout.