How to Create Content That Converts


Content creation is a key way for us to generate dialogue with our audiences, and if content creation is the key, social channels are the door.

When we talk about creating content it is important to remember what we are trying to achieve. The number one goal should always be to engage with your audience. This four-step guide will show you how to create content that converts, while helping to build brand trust, create genuine consumer/brand relationships, and boost online presence for optimal consumer to customer conversion rates.

  1. What makes good and engaging content?
  2. Get to know your audience
  3. Diversify your content
  4. Social media content

 1. What Makes Good And Engaging Content?

We’ll start here, because this can definitely be tricky. One person loved your post. Another person unfollowed you because of it.

So, was it an engaging post? Well, yes. It triggered a measurable content conversion response in both users. Of course, we’re not going to tell you how to create content that leads to unfollows, but remember that engagement is often down to interpretation. We can measure engagement levels and understand which posts did well and received the most attention. But great content that converts ignites feeling – which can’t be measured through conversion analytics.

2. Get To Know Your Content

The most daunting part about creating content is worrying that it might not land well with your audience, meaning few conversions. It’s definitely not ideal to spend hours creating a piece of content that goes live and receives little to no response. It can be disheartening, and you might wonder why you are even doing it.

However, every single piece of content that’s posted can tell you more about what your audience expects to see or read from you. You can track and monitor every post as well as compare engagement levels and if a post receives little engagement, it can be discouraging but it still educates and informs you about your audience behaviour on social channels.

You can then begin to build a picture about your audience and use this to plan future content that converts. Fear not, if a post doesn’t engage as well as you hoped it would, consider it research!

3. Diversify Your Content

In order to get to a place where you can create content that converts, i.e. content that you know your audience will love – you need to be testing different types of content.

As well as this, switching up the content you share will add layers to your brand and can give your audience more of an insight into your organisational values. Part of the reason your brand exists digitally is to show people what you’re capable of – do yourself justice.

You should be thinking about switching between sharing:

  • Blog pieces
  • Video Motion
  • Typography graphics
  • Industry insights
  • Tips
  • Behind the scenes
  • Meet the team
  • Mailshots

We tend to generalise our audience and forget that each individual follower is a person with strong preferences and opinions, and not every piece of content is going to convert a consumer into a customer. So, by mixing up what you are generating and the medium you use, can give your organisation a better chance at being acknowledged and becoming memorable in the digital world and provides multiple avenues to assist in portraying your brand’s values and messaging.

4. Social Media Content

Social media. Where do we begin? Let’s start by saying although social media divides opinions it has transformed marketing. “Social media ninja” became an actual job title and us industry folk instantly knew exactly what the ambiguous description meant.

Social media personifies a new wave media, and with 53.6% of the population using socials, it should not be treated as less influential than more traditional marketing channels.

Social media allows us to:

  • Discover new trends
  • Connect with our audiences on a deeper level
  • Build and develop our brands
  • Digitally network with other people in the industry
  • Leave our mark on the digital ecosphere

Whilst 53.6% of the population are using social media in some capacity, it’s important to remember that you can’t reach all of those people. Instead, home in on the people that care for your content – your followers and audiences.

At millrace, we like to consider the three big C’s:


Make a decision on how you want your brand to look, sound, and feel, and revisit that conclusion whenever you are posting any form of content on socials.

Utilising templates and brand colours are useful for far more than creating an aesthetically pleasing feed (although this is great).

It gives our organisations online characteristics. It is the simplest way for your organisation to become memorable. Brand’s image is usually the first thing to be remembered (how fickle!) so if you are consistent with your aesthetic, you will have a better shot at standing out.


It almost goes without saying but we will say it anyway. To properly utilise social media, we must really be thinking about the content we are posting. This holds a bit more weight than you may initially think.

We should be considering:

  • When to post (Sprout Social names Wednesday at 11am and Friday from 10-11am as the best times)
  • Fit international days off into your content planning
  • Utilise these days to communicate your brands messaging
  • Show off the highlights but also keep it real
  • Ensure your content is easily shareable (aka screenshot-friendly)


Your brand exists because you believe in it. Be you. Show your character. Don’t be too caught up on getting it ‘right.’ Do yourself justice and the rest will fall into place.

In summary:

Approach creating engaging content by:

  • Getting to know your brand’s look, sound and feel
  • Deeply understanding your audience’s preferences
  • Utilising social media and brand aesthetics
  • Mixing up your content and analysing the results
  • Referring back to your brand’s values & your content plan

And finally, remember that your content matters. It deserves a place in the digital world. Want to find out more? Contact Millrace Marketing about what we do on 02922 801280 or email



What Is Engaging Content?

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