How to Align Your Strategy with Your Business Goals & Get It To Convert

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Creating content is one thing, but creating content that drives action—whether that’s a sale, a sign-up, or a share—is an entirely different ball game. It’s not enough to simply post consistently or follow trends; your content needs to be purpose-driven, aligned with your business goals, and crafted to connect with your audience.

If your content feels like it’s missing the mark or isn’t producing measurable results, don’t worry. You’re not alone… and there’s a way forward. 

In this post, we’ll dive into how to create content that converts, ensuring every piece you publish works harder for your business.

Why Aligning Content with Business Goals Matters

Content without a clear purpose is just noise. It might look good on your feed or blog, but if it doesn’t contribute to your overarching goals, it’s not doing its job. Aligning your content with your business objectives ensures that every piece has a measurable impact.

Benefits of Purpose-Driven Content

  1. Increases ROI: When your content drives meaningful actions, you’re getting more value from your investment of time and resources.
  2. Strengthens Your Brand: Content that’s aligned with your mission and goals creates a consistent and memorable brand presence.
  3. Drives Conversions: Whether it’s leads, sales, or sign-ups, aligned content guides your audience toward the next step.

💡 Example: A business coach with a goal of growing their email list might create blog posts with embedded lead magnets, like a free checklist or guide.

Step 1: Define Your Business Goals

Before you create any content, you need to know what you’re working toward. Ask yourself:

  • Are you trying to increase brand awareness?
  • Do you want to drive more traffic to your website?
  • Is your goal to generate leads or sales?
  • Are you focused on nurturing relationships with your audience?

💡 Pro Tip: Each goal requires a different type of content. For example:

  • Traffic: Blog posts, SEO-optimized articles, and videos.
  • Leads: Lead magnets, webinars, and email campaigns.
  • Sales: Testimonials, case studies, and product demos.

Step 2: Understand Your Audience

Your content needs to speak directly to your audience’s needs, pain points, and desires. The more you understand them, the better you can tailor your content to drive action.

How to Learn About Your Audience

  1. Conduct Surveys: Ask your existing audience about their challenges, interests, and preferences.
  2. Analyze Data: Use tools like Google Analytics or social media insights to understand what content resonates most.
  3. Create Personas: Develop detailed audience profiles, including demographics, behaviors, and goals.

💡 Example: If your target audience is busy entrepreneurs, focus on creating short, actionable tips or tools that save time. ECON Marketing, who does marketing for service companies does this well in their post Marketing Channels Lafayette Service Companies Should Use and How To Maximize Them.

Step 3: Craft a Clear and Compelling Call-to-Action (CTA)

Every piece of content should include a call-to-action that aligns with your goals. A strong CTA tells your audience exactly what to do next and why it benefits them.

Tips for Effective CTAs

  • Be Specific: Instead of “Learn More,” try “Download Your Free Content Strategy Template.”
  • Create Urgency: Use phrases like “Limited Time Offer” or “Sign Up Before Spots Run Out.”
  • Keep It Relevant: Ensure your CTA matches the content’s context and audience needs.

💡 Example: A blog post on “5 Ways to Improve Your Instagram Engagement” could end with:
“Ready to take your Instagram game to the next level? Download my free guide to creating engagement-worthy content!”

Step 4: Match Content Types to Your Goals

Different content types serve different purposes. To maximize conversions, choose formats that align with your business objectives.

Examples of Goal-Oriented Content

  1. Increase Traffic
  • Blog posts with strong SEO.
  • Pinterest pins linked to valuable articles.
  • Educational YouTube videos.
  1. Generate Leads
  • Lead magnet landing pages.
  • Instagram stories with swipe-up links to freebies.
  • Webinars or live Q&A sessions.
  1. Drive Sales
  • Customer testimonials and case studies.
  • Product demo videos.
  • Limited-time email campaigns.
  1. Build Authority
  • Long-form LinkedIn articles.
  • Guest posts on industry blogs.
  • Speaking engagements or podcast appearances.

Step 5: Leverage the Power of Storytelling

People connect with stories, not sales pitches. Use storytelling to make your content more relatable and engaging, while subtly guiding your audience toward your desired action.

How to Incorporate Storytelling

  1. Share customer success stories or case studies.
  2. Talk about your own journey and lessons learned.
  3. Highlight the “why” behind your business or product.

💡 Example: A fitness coach could share a story about how one of their clients went from struggling to complete workouts to crushing their fitness goals in six months.

Step 6: Optimize for Search and Shareability

If your content isn’t being found, it’s not driving conversions. SEO and social media optimization ensure your content reaches the right audience.

SEO Tips

  • Research keywords relevant to your goals and audience.
  • Use keywords naturally in your titles, headers, and body text.
  • Include internal and external links to boost authority.

Social Media Tips

  • Create shareable visuals, like infographics or carousels.
  • Use platform-specific features, like Instagram reels or LinkedIn polls, to increase engagement.
  • Include hashtags to improve discoverability.

Step 7: Measure and Refine Your Strategy

You can’t improve what you don’t measure. Tracking your content’s performance is essential to understanding what works and making data-driven adjustments.

Key Metrics to Track

  • Traffic: Page views, time on page, and bounce rate.
  • Engagement: Likes, shares, comments, and saves.
  • Conversions: Newsletter sign-ups, purchases, or downloads.

💡 Pro Tip: Use tools like Google Analytics, HubSpot, or social media insights to gather data and refine your strategy.

Real-Life Example: Content That Converts

A small business owner I worked with wanted to generate leads for their online course. Here’s how we aligned their content strategy with their goals

  1. Goal: Drive sign-ups for a free webinar that introduced their course.
  2. Content Strategy:
    • Created blog posts addressing pain points that the course solved, optimized for keywords potential clients were searching for.
    • Designed a lead magnet—a free checklist—that tied into the course and required an email sign-up.
    • Promoted the webinar on Instagram and LinkedIn with short, engaging videos explaining the benefits of attending.
  3. CTA: Every piece of content included a clear CTA, such as “Sign up for the free webinar to start transforming your business today!”
  4. Results: The client doubled their email list in six weeks, with a significant percentage converting into paying course participants.

This strategy worked because every piece of content had a clear purpose, aligned with the ultimate goal of generating leads and course sales.

How I Help Clients Create Content That Converts

As a content strategist, I work with businesses and creators to:

  • Identify their core business goals.
  • Develop tailored content strategies that align with those goals.
  • Craft high-quality content that resonates with their audience.
  • Implement repurposing strategies to maximize content ROI.
  • Track performance metrics and refine strategies for continuous improvement.

Through my Two-Day Strategy & Content Planning Session or Six-Month Content & Social Strategy Partnership, I help clients not only create impactful content but also ensure it drives measurable results.

Make Every Piece Count

Content creation isn’t about churning out as much as possible; it’s about creating purpose-driven pieces that work together to achieve your goals. By aligning your content with your business objectives, understanding your audience, and using strong CTAs, you can turn your content into a powerful tool for growth.

Whether you’re looking to generate leads, increase sales, or build your brand, the key is to create with intention—and track your results to keep improving.

If you’re ready to level up your content strategy and create content that truly converts, let’s talk. I’d love to help you craft a plan that maximizes your efforts and gets results.

📩 Contact me today to learn more about my services!

What challenges do you face when it comes to creating content that drives action?

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