As a founder or startup leader, you likely have expertise and unique insights to share. You may already create content that highlights your perspective and opinions about your industry. But creating content isn’t enough—you need content that engages your ideal customer profile (ICP) and converts them into leads or customers.
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Why Engaging Content Matters
Engaging content is what turns casual readers into interested prospects. It captures attention, builds trust, and encourages readers to take the next step. To move from just “content creation” to engaging content that converts, it’s important to use proven structures that resonate with your audience.
What is Engaging Content That Converts?
1. Expert How-To Guides
How-to guides are straightforward, and informative, and help your audience solve a specific problem. Your readers are looking for actionable content tips they can take right now. Provide clear, step-by-step instructions to build authority and show that your brand is there to help.
Tip: Use short sentences and simple language to keep it easy to follow.
2. Checklists
Checklists break down processes into simple, scannable lists. People love checklists because they simplify tasks, making it easier to stay organized and efficient. This type of content often gets shared, boosting your reach and visibility.
Example: Create a “Content Creation Checklist” to guide startups through crafting their first blog post or marketing campaign.
Read More: How to Master B2B Lead Generation Through Content Marketing
3. Playbooks
A playbook offers complete content marketing strategies to tackle a specific challenge. It’s like a manual filled with “plays” or approaches users can apply to reach their goals. This type of content positions you as a strategic partner, not just a service provider.
Best Practice: Include examples or case studies in your playbook to show how your content marketing strategies work in real-life scenarios.
4. Data-Driven Articles
Share data or statistics to back your expertise and make your content more compelling. Readers appreciate content that is supported by facts. Include industry studies, surveys, or your own data to add value.
Quick Tip: Use charts or bullet points to make the data easy to digest.
Why These Structures Work
These content types engage your ICP because they offer real value. They go beyond surface-level insights and provide tools and information that can make their lives easier. When readers find actionable content tips or resources they can trust, they’re more likely to see your brand as a valuable resource.
Turning Content Into Conversions
To convert readers, each piece of content should include a clear call to action (CTA). Your CTA could invite readers to download expert guides and checklists, sign up for a webinar, or schedule a consultation. Be sure your CTAs are easy to find and directly related to the content they just read.
Additional Resources
→ My Lead Generation Reading List
$100M Offers by Alex Hormozi
$100M Leads by Alex Hormozi
Expert Secrets by Russell Brunson
The Art and Business of Writing by Nicolas Cole
Founder Brand by Dave Gerhardt
Predictable Revenue by Aaron Ross & Marylou Tyler
The Challenger Sale by Matthew Dixon & Brent Adamson
→ My Sales & Marketing Stack
