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Sometimes marketers forget that part of their content marketing strategy is to convert potential consumers into actual consumers. I’ve seen many marketers get stuck creating content that only generates brand awareness but doesn’t convert because 101 type content doesn’t lead to sales.


This post is geared toward marketers who want to produce quality content that converts leads into sales. If you’re ready to create content that gets the attention of the decision makers at brands and help your brand gain more sales through your content than keep reading.

Create Buyer Personas


If you haven’t already, buyer personas are the most important things to create to target decision makers through your content. Identifying different aspects of your target decision makers, can shape your strategy and the content you create.


Items that you’re going to want to include in your buyer personas include:

  • Job title
  • Company size
  • Age range
  • Pain points they experience that your brand could solve


I’ve just listed the basics but this free template from HubSpot is great and will guide you to create your buyer personas. Once you have these buyer personas, it will be easier to gear your content to the decision makers.

Power Your Blog


With the right post topics, you can reach decision makers. While 101 copy may be engaging, decision makers aren’t looking for that type of content. So, you need to take your brand to the next level and write posts that appeal to a seasoned professional.


When promoting your blog, use hashtags that decision makers would follow. You can find this out with a little keyword research.


Be sure to email your blog posts out to your contacts so that potential consumers can see the blog post topics you catered to them.

Purchase an Email List


It’s not bad practice to purchase an emails list. You can specify the job titles and types of brands you want to target.


Add your new email addresses to the platform you use for your marketing automation. Put your new contacts into your marketing automation tool and create an email drip that isn’t self-promotional, rather, establishes thought leadership and brand awareness.

Ramp Up Your LinkedIn Time


LinkedIn is a great way to connect with the decision makers at the company you want to target.


First, make sure your profile is up to speed. You obviously want to look as professional as possible. Add a professional headshot, list all of your skills and keep your work history up to date.


Hold a meeting with your sales team and consult your buyer personas and start reaching out to people on LinkedIn.


Don’t be too salesy in the first message you send to them. Do a cordial greeting and ask them questions about their brand. After you’ve been talking to them on LinkedIn for a minimum of 3 times, then you can pitch your brand since you’ve established a relationship.


You can also purchase ads on LinkedIn. LinkedIn lets you get really targeted with your ads like job titles and industry. So, you’re going to want to consult your buyer personas before you set up your ads. The beauty of LinkedIn ads is that you can invest as little as you want to, and you can A/B test your ads and then put more money behind the ads that perform the best.

Hold a Meeting with Your Sales Team


Tap into your sales team to get better information on your targeted consumers.
The people your sales team talks to has made it through your buyer’s journey and are in the decision making phase. Ask them questions like:

  • What are common questions that you get asked?
  • Tell me about the pain points you hear about on your calls?
  • What are the job titles that you speak to the most?
  • What are your strategies to turn a lead into a sale?


Using the information you gain from your sales team can be turned into blogs and social posts. Equipped with your new information from your sales team, you can power your blog and social channels to reach decision makers.

Utilize Influencers


There are influencers for any niche. Recruit them based on your buyer personas and task them with experiencing your brand.


They will write blog and social posts about your brand so be sure to educate them and provide them with a campaign document that includes talking points, link instructions, hashtags, etc.


Influencers are able to reach your target consumers through authentic reviews about your brand since consumers prefer to hear from their peers and they consider influencers as peers.

Equip Your Sales Team with Case Studies


To power the success of your brand, as a content creator, you should be creating content that equips your sales team for success.


Case studies are great pieces of content that can turn a decision maker at a brand into a consumer. Your potential customers love to see how other brands have succeeded with using your brand, so case studies are crucial.

Re-Work Your Posting Strategies


People like to read blog posts they can actually understand. So, drop the company jargon and create content that takes complicated topics and makes it easy to understand.


Try to make a connection with key decision makers with conversational content.


Consumers like to feel a human connection with the brands they work with so speak to emotions in your content to humanize your brand.

Activate Brand Ambassadors


Brand ambassadors are happy consumers. Since consumers want to learn about brands from their peers, it’s a great idea to have a strategy that incentivizes current consumers to post about their experience with your brand.


A little reward goes a long way. So, you can equip your consumers who post about your monetarily, with free product and with great discounts.


It can be tedious to run, organize, and scale a brand ambassador program so I use tools that automate the process like CrewFire.


Decision makers love to see a product or service that has been tried out by their peers, so a brand ambassador program is uber important.

Create a Referral Program


Reach out to your consumers and ask them to refer other people they know that could be a good consumer for your brand.


Equip your consumers with copy you’ve created like case studies and white papers.


For each referral that turns into a client, reward your consumer monetarily, with a gift card or with a discount from your brand.

Final Thoughts


When steered in the right direction, there are many strategies that marketers can use to reach decision makers through content.


Marketers get stuck writing 101 type content and this content doesn’t convert. Utilizing tactics like 3rd party endorsements, a targeted blog, LinkedIn, and case studies—you can reach more decision makers.


Don’t forget to meet with client/potential consumer roles like your sales team to get ideas for content that reaches decision makers at brands.


Do you have any content marketing strategies that convert potential consumers into active consumers? I’d love to hear all about it in the comments below!

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