As an online marketer for healthcare professionals and other small businesses, content marketing is a huge part of what I do. Effective content marketing is a tool I use to connect my clients with their target audience, and get those readers to take action — all while moving my client higher in the SERPs so that online audience keeps widening and widening.

Here are some key tips I have for creating content that converts.

1. Really leveraging that onsite blog.

We all know an onsite blog is integral to content marketing. But are you really leveraging that blog so it can achieve its full potential?

Marketers should make sure they are doing the following with their blog posts:

  • Doing careful keyword research to target the client’s long-tail keywords
  • Blogging about local events for local SEO
  • Including custom graphics (e.g., infographics) and other media
  • Sharing posts across all social media networks and making sure to post during high traffic times
  • Including an attractive Call to Action in every post — even if the action you’re requesting is just for the reader to leave some feedback

If you blog regularly (1-2 times per week) using these tips, you should start to notice a clear increase in traffic, engagement, and conversions.

2. Repurpose your content.

It can be hard for small businesses and marketers alike to find the time to create all of the content needed for an ongoing online marketing campaign. Simply coming up with new content ideas takes a lot of time. One way to lighten your load a little bit is to repurpose existing content.

By “repurpose” I don’t mean you should outright plagiarize your old posts (even though you can’t technically plagiarize yourself, Google doesn’t like any kind of duplicated content). Rather, repurposing content is simply converting one form of media into another.

For example, say you create an excellent podcast. Great! But you can get even more miles out of your podcast by writing an accompanying blog post with a transcript or summary of that podcast (This is something I do with my own podcast).

Or, maybe you wrote a beautifully researched article or white paper with some great statistics. Now, you can take the statistics from that article you wrote and turn them into a shareable infographic.

When recycling your content, just make sure to choose content that’s evergreen, or be sure to update the parts that may no longer be relevant or information that has changed.

The following Wordstream article has some more great ideas for repurposing your content.

3. Don’t be afraid to show some personality.

If you want your content to convert, it can’t sound like it came out of a machine. It has to have a little personality. It might even be shocking at times. You shouldn’t be afraid to be a bit controversial.

While still keeping with the company’s image, it is possible for a blog post to express a strong, even unpopular opinion. After all, controversy attracts attention. You can also show the business’s sense of humor by incorporating things like memes, which are easy to make and highly shareable.

Opinions and humor help humanize a company, which makes them more relatable and ultimately, more trustworthy. There is certainly some finesse involved with writing this kind of content, as you don’t want to go full on “rant” — opinion pieces should be supported by facts and solicit reader feedback. But when done right, they will attract a LOT of engagement and positive feedback.

If humor is more your thing, you might like this Wistia blog post on Using Humor in Branded Content.


As you can see, content marketing is a multi-pronged practice and there are numerous ways to make it work for you. The only constant that must shine through in all of your content marketing endeavors is creativity.

If you are interested in a free resource to help you take your content marketing to the next level, you might want to check out my free eBook, Introduction to Business Blogging where I share a complete set of tips and strategies on how to get more leads and conversions from blogging.