How To Create Content That Converts [Slides]

Well hopefully by now you have figured out which marketing conferences you will be attending in 2014.

Today I will be presenting to some amazing folks at the Chicago Business Marketing Association. The topic is “How To Create Content That Converts.”

But I’m gonna share the secret with all of you right here: You have to earn conversions!

The best way to create content that converts is to start by creating content people actually want to read.

You don’t need a whole bunch of new resources.

You just have to stop creating content that doesn’t convert because no one wants to read it. Stop creating content that tries to convert and create content that people actually want.  Then you can figure out the best way to convert them.

In The 2014 Content Marketing Imperative, I shared some amazing statistics that show that “content marketing is like sex” (Joe Pulizzi said it, not me): Everyone is doing it. But no one is very good at it.

Why? Because we are trying too hard to convert and not trying hard enough to make our buyers happy. If we focus on them and their needs, we can earn the right to convert them.

You may not get it perfectly right the first time. But if you keep creating content that people want to read, then you can test and learn what works.

This is the main point of my presentation today. We haven’t figured it all out yet. But we’re going to continue testing ways to earn our audience’s attention through helpful content and how best to gain their trust.

You can see the slides here and please let me know what you think in the comments below. And follow along on Twitter, LinkedIn, Facebook  and Google+ or  Subscribe to the B2B Marketing Insider Blog for regular updates.

Michael Brenner

Michael Brenner  is a Top CMO, Content Marketing and Digital Marketing Influencer, an international keynote speaker, author of "Mean People Suck" and "The Content Formula" and he is the CEO and Founder of Marketing Insider Group, a leading Content Marketing Agency . He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael helps build successful content marketing programs for leading brands and startups alike. Subscribe here for regular updates.

2 thoughts on “How To Create Content That Converts [Slides]

  1. Great post, Michael. We’ve found that the foundation to a successful content marketing strategy is producing rich, timely, high-quality content that is relevant. As you mention, we need to create content that people actually want to read, and as your slides suggest, content that is quick to the point and easily digestible. I would love to hear more of your thoughts on this crucial topic. – Kyle Walkenhorst, CEO, Sprocket Media

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