5 Easy Steps to Finding Relevant Content That Converts


It’s something we all know – buyers will educate themselves (A LOT) before they speak to your sales rep.

They will only convert when they’re ready. Not when you are.

That’s why we need to be there with the most relevant content that will most likely resonate with our persona and motivate them to engage.

The key to achieving this goal is to understand our buyer’s problems and needs.

In this post, I’d like to share with you five easy steps for identifying these problems and needs, and finding content that will turn your leads into sales ready, sales accepted leads.

1. Find (don’t guestimate) the topics that are top-of-mind with your buyer persona

This is critical. And the internet is full of insights, if you know where to look:

  • Do surveys with awesome tools like SurveyMonkey

  • Use Facebook Insights

  • Hang out in relevant LinkedIn group and take note of the most popular conversation topics

  • Use SEM Rush to identify the top search terms for your solutions and services

Screen Shot from Sample SEM Rush Search on "Content Marketing"

2. Map & Plan

  • Map out the terms you find, which represent your persona’s interests and the problems they are facing

  • Categorize what you’ve found

  • Develop content ideas around these key words and phrases

Each topic identified is a topic for your content strategy. Create assets, blog posts, generate conversations on LinkedIn, and run email campaigns around these topics.

3. Validate & Compare

But before you go ahead and develop full-fledged content ideas around the key words and phrases you identified, you need to validate and compare what the competition is doing.

  • Analyze SERPs (Search Engine Results Pages)

  • Leverage Ruzzit to “find the most shared content,” videos, images, and articles – in relation to your key words and phrases.

  • Go to sources such as BuzzSumo to find what popular content is being written around these topics/words. This way you can make sure you’re bringing a fresh perspective.

Screen Shot from Sample Buzz Sumo Search on "Content Marketing"

4. Create Key-Word Driven CTAs

When you create your blog post, asset, landing page – make sure to align your content with a relevant CTA.

When it makes sense, you will also be well served to align your CTA microcopy with these key words and phrases.

5. Measure, Measure, Measure

And, of course, measure, measure, measure, optimize, and measure, measure, measure some more. That’s the only way to boost results.