Secrets to Creating Content That Converts

Podcast Episode Transcript

Hey, and welcome back to the Methodical Marketer’s Guide to Greatness! I’m Zia, and today we’re looking at a topic I know a lot of business owners struggle with: content that looks good... but doesn’t do anything. You’ve been posting, you’ve been showing up, maybe even batching and planning—but the sales? Still... not flowing.

Let’s fix that.

This episode is called Secrets to Creating Content That Converts, and I want to walk you through the real shift most people need to make—not in how much content they’re creating, but in how they think about content in the first place.

Let’s Start With the Problem

You know I’m not here to shame anyone. The content you’re putting out there isn’t necessarily bad—it’s just not doing the job you need it to do.

The most common thing I hear from clients is, “I’m posting all the time, but no one’s buying.”

So here’s the question I always throw back:

“What do you want your content to do?”

Not just what you want to say—what you want it to achieve.

And that’s where most content starts to fall apart. Because when you don’t know what the post is meant to do—build awareness, spark trust, generate leads, prompt action—it ends up floating around the internet like a motivational quote in a sea of noise.

Content Has Jobs. Give It One.

Imagine your business is a team of employees, and each piece of content is a team member. You wouldn’t hire someone and say, “Just... do stuff. We’ll see what happens.” You’d give them a job. A role. A purpose.

Same with content.

Some of your content is there to make people aware you even exist. That’s your visibility content—fun, engaging, high-reach posts. Other content is there to build trust—things like behind-the-scenes, testimonials, education, and thought leadership. And finally, some of your content is there to sell. That’s the direct offer, the client wins, the strong CTA.

If you’re only ever posting visibility content, you’ll feel stuck in an engagement loop. Lots of likes, not a lot of sales. If you’re only ever selling, you’re skipping over the trust part—and that’s where the magic happens.

You’re Not Just “Posting”—You’re Building a Journey

Let’s try a metaphor because… well, I can’t resist one.

Creating content without a strategy is like putting together a playlist with no theme. You’ve got a little jazz, some 90s pop, one random country song... and then expect people to dance to it at a wedding.

It doesn’t matter if each song is great on its own—it doesn’t work together.

Your content needs to tell a story. It needs to take someone from “Who is this?” to “Ooh, this is helpful” to “I feel seen” to “Okay wow, I want this person’s help.” That’s the journey.

And it doesn’t require more content—just smarter content.

Your Audience Doesn’t Need More Noise

Another mistake I see? Posting for the sake of it. Just to stay “active.”

You end up putting out content that’s vague, generic, or just... filler. And here’s the thing: your audience doesn’t need more content. They need content that speaks directly to them. That solves a problem. That feels like, “Oh my gosh, this was made for me.”

If you’re constantly jumping between topics, tones, or talking to different kinds of people each week, it’s going to be hard for anyone to feel that.

So one of the biggest secrets to content that converts? Consistency in message. That doesn't mean saying the same thing over and over—it means repeating the core thing in lots of creative ways.

So, What Do You Do Now?

Here’s what I want you to walk away with:

• Before you create a post, ask: “What is the job of this piece of content?” Is it to attract? Build trust? Sell?

• Stop chasing trends and start building a rhythm. Your content should be working together like a team—not individual rockstars all playing solo.

• Remember: the sale happens after trust is built. Focus on showing that you understand your audience, not just what you’re selling.

And above all? Stay human. Stay real. You don’t need a massive content machine. You just need to say the right things, to the right people, at the right time—with heart.

Not All Good Content Goes Viral

Before we wrap up, I want to say something that I really hope you let sink in: not all good content is going to go viral. And that’s not the goal.

Some of your most effective content might get five likes. Or ten views. Or no comments. But if the right person sees it—and it moves them one step closer to working with you—that content is doing its job.

We’ve been trained by the algorithm to chase numbers. But likes aren’t leads. Shares aren’t sales. And going viral doesn’t mean anything if no one understands what you do or why they should trust you.

So instead of asking, “How many people saw this?”, try asking: “Did this help the right person feel seen?” Because that’s the kind of content that converts—not instantly, but sustainably.

So—what can you take away from all of this? It’s not about doing more. It’s about doing it on purpose. Content that converts doesn’t scream louder—it speaks more clearly. It shows up consistently. And it focuses less on attention... and more on connection.

Conclusion

That’s it for today! If you found this helpful, make sure you check out this week’s article on the blog—it’s called Why Your Content Isn’t Driving Sales, and it dives even deeper into this.

And if you want a little extra help figuring out what your content should be doing? Don’t miss Friday’s free download—it’s a practical roadmap that helps you map out a month of purposeful content in a way that’s actually doable.

As always, thank you for listening. I’ll see you in the next episode—and until then, go create something with intention. You’ve got this.