How to attract and convert customers through content


On Mar 18, 2024

In digital marketing, small businesses need to use strong strategies to grow online and gain new customers.

One of these strategies, which is both cost-effective and impactful, is content marketing.

Creating and sharing relevant and valuable content that is not overly ‘salesy’, builds trust and should guide your ideal customers in their buying decisions.

In this blog post, we’ll cover some content marketing principles and find out how your business can use them to attract and convert customers.

Understanding content marketing

An effective content strategy should educate, inspire, and gently persuade. It covers many different formats such as:

• Blog posts
• Newsletters
• Videos
• Podcasts
• Social media posts
• Infographics
• eBooks

It isn’t just about writing blogs for your website or sharing social media posts. Content marketing should align strategically with your business goals and include various formats to ensure you reach a wide audience.

The goal is to engage and keep your audience interested so that they keep coming back for more.

You need to build a content plan therefore that offers valuable, relevant material consistently.

By meeting their needs and preferences, you build trust with your customers. This helps establish your brand’s credibility, encourages engagement, and ultimately attracts new customers.

Defining your target audience

Before diving into content creation, it’s crucial to identify and understand your target audience. This is the foundation of any content marketing plan.

Understanding your target audience means knowing who they are, what they want, and what motivates them.

Who are your ideal customers?

What are their pain points, interests, and preferences?

This may involve a bit of research to understand their challenges, content preferences, and interests. But when you know your audience, you can then tailor your content to suit their needs and interests making sure it hits the mark.

Creating valuable and relevant content

The heart of content marketing lies in knowing what your audience finds valuable. This can take various forms, including blog posts, newsletters, videos, infographics, and more. The key is to address your customers’ challenges, answer their questions, and provide solutions. Having top- notch, informative content makes you an industry expert and attracts loyal followers.

Blog posts offer detailed information, tutorials, and insights on topics.

Videos help form an emotional bond with your audience. They are great for showcasing products, services, and brand stories effectively.

Infographics make data easy to understand with simple visuals.

Newsletters can help share client stories showing others what you do.

Webinars are a cost-effective way to reach a wide audience.

Embracing different content formats

We all know that everyone likes to adsorb content in different ways. Some like reading blogs, whilst some might prefer a short video.

Each format has pros and cons.

Take social media, for instance – it allows you to connect with a wide, varied audience while building engagement with your followers. Email marketing offers a personalised way to connect with subscribers.

Leveraging these channels strategically helps create a cohesive content marketing plan and helps you maximise reach, resonance, and relationship-building with your audience.

Implementing a consistent content schedule

Consistency is key in content marketing. Establish a regular posting schedule to keep your audience engaged and build a sense of anticipation. Posting regularly—weekly, bi-weekly, or monthly—keeps your audience engaged. It reminds them to check in for valuable reading.

Leveraging SEO strategies

Optimising your content for search engines (SEO) is essential for attracting organic traffic. Identify relevant keywords in your industry and incorporate them naturally into your content. Improving search engine rankings helps customers find your business easily.

Encouraging audience interaction

Building a community around your content is a powerful way to increase brand loyalty. Encourage audience interaction by replying to comments and starting discussions on social media. This strengthens your bond with your audience and helps you understand their preferences and needs.

Measuring and analysing performance

To ensure the effectiveness of your content marketing efforts, check your performance metrics regularly. Utilise Google Analytics and social media analytics to keep an eye on website traffic, conversions, and social media engagement. 

This will help you make informed decisions to enhance your content strategy further.

Metrics provide invaluable insights into your content’s performance. Website analytics, for instance, reveal visitor volumes and engagement levels. Social media stats – likes, comments, and shares – show whether your target audience is finding your content interesting.

Conversion data shows how well your content drives actions like purchases.

But not all metrics are created equal. Identifying the right performance indicators is crucial for your business to make sure they align with your objectives and content goals.

The key lies in moving beyond vanity metrics to quantifiable measures that unveil your content’s true impact. Armed with this info, you can refine what works, and ditch ineffective tactics so that you can drive better results gradually.

Measuring is an ongoing process but is necessary to make sure your content is delivering the results you want.


Content marketing is crucial for digital marketing success, especially for small businesses.

Understanding your audience, creating valuable content in different formats, and being consistent can help you stand out in your market. By implementing strategies and analysing continuously, your business can create a strong content marketing plan that attracts and converts customers effectively.

If you’re looking for support with your marketing please get in touch, we’d love to help.

Just call us on 07505 479 082 or email us at



Kerry is the energy behind Perks Marketing leading an expert marketing team with a blend of skills. She created Perks Marketing after over 15 years in senior sales, marketing and alliances positions in the fast-paced, high-growth technology industry.

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