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How to Create Content That Converts How to Tell a Story Over Time that Transforms an Audience Into Customers and Clients H O W TO C R E AT E CO N T E N T T H AT CO N V E R T S Copyright © 2013 Copyblogger Media, LLC All Rights Reserved How Feel free to email, tweet, blog, and pass this ebook around the web ... but please to don’t alter any of its contents when you do. Thanks! 2 H O W TO C R E AT E CO N T E N T T H AT CO N V E R T S In our last ebook in this series, we talked about content marketing strategy. Specifically, a 7-step framework that maps out who you want to reach and what business objectives you want to meet. That strategy is centered around authority. In this sense, authority means becoming the likeable subject matter expert and thought leader who people listen to, and Google loves. How Based on that, many people still wonder: what kind of content should I create to execute on my strategy? What parameters do I have when sitting down to actually create that content? to From our agile approach to content marketing, you’re creating content that your intended audience responds best to. But even then, you can’t forget what you’re ultimately trying to do – sell your products and services. Content creation alone is not enough, no matter how much people like it. In other words, you need to create content that works as marketing. 3 H O W TO C R E AT E CO N T E N T T H AT CO N V E R T S What Kind of Online Content Works as Marketing? There are three main types of content that you need to create over time in order to perform effective content marketing – cornerstone, connection, and conversion. Copywriting f