How to Create Content That Stands Out and Converts More Customers

With over 7 million blog posts published daily, breaking through the noise to reach the right audience is harder than ever.

Having worked with countless teams trying to get their content to "click," I’ve seen the same mistakes repeated time and again—companies churning out content that's more about them than the people they’re trying to help.

Here’s the reality: Most content fails. A staggering 96.55% of online content gets zero traffic from Google. 

Why? Because it doesn’t solve real problems or connect with the audience in a meaningful way. 
Instead, it’s often self-centered—focused on the business, highlighting what they do and why they’re great—without considering what buyers truly need to make informed decisions.

Great content goes beyond just informing—it resonates. It solves problems, tells compelling stories, builds trust, and delivers real value.

But creating this kind of content takes intentionality. 

It’s not just about generating traffic—that’s a leading metric, not the goal. The true goal is to guide people through their decision-making process, answer their questions, and ultimately help them take action (whether that’s with you or not).

Adapting to changing audience behavior

In recent years, the way people consume and trust the content they consume has changed. AI and community platforms like Reddit have transformed how audiences seek answers, gravitating toward sources they feel are unbiased and authentic.

Not long ago, if I had a question—whether it was about dinner, a vacation spot, or how to fix something—I’d instinctively turn to Google. Today, I rely on ChatGPT for quick, personalized answers. 

Gone are the days of keyword-stuffed articles or writing solely to rank on Google. Success today is about being genuinely helpful and trustworthy—and that’s where businesses must focus to stand out.

What kind of content actually stands out and converts?

Content that stands out doesn’t focus solely on making a sale; it educates the reader. The primary goal is to provide an unbiased solution to their problem.

By giving readers a clear understanding of their challenges and potential solutions, you build trust and equip them with the information needed to make an informed decision.

This type of content answers questions honestly and thoroughly, ensuring readers feel they’ve received the full picture. It’s not about holding back or pushing for a sale—it’s about delivering value and answering questions in the way they deserve to be answered.

Standout content addresses topics that others might shy away from. It addresses difficult or overlooked issues within the industry and presents fresh, actionable solutions. This approach not only differentiates your content but also positions your brand as a trusted authority, naturally leading to conversions as a byproduct of the education and value provided.

How to measure whether your content resonates with your audience

While metrics like traffic, leads, and engagement are important, they don’t fully determine whether your content stands out.

To gauge success, ask yourself: 

• How well does your content answer your audience’s questions? 
• Does it provide open, honest, and thorough responses?

Standout content goes beyond surface-level answers. It leaves no room for doubt or further searching. When your audience feels they've received a complete answer and no longer need to look elsewhere, you know you’ve hit the mark. It’s not just about offering information; it’s about making your audience feel like they’ve found exactly what they need.

Additionally, standout content often explores topics others avoid. By diving deep into unspoken issues and offering real, actionable solutions, you build trust and establish authority, fostering stronger relationships with your audience.

I recently worked with a company facing a dilemma involving a major manufacturer in their industry. 

The company, a prominent leader in its industry, recently faced significant backlash after making a controversial decision that left customers questioning their trust. The manufacturer provided a government agency with unrestricted access to their products, a move that many felt was a breach of privacy and security.

Most companies in the industry chose to stay silent. But one company took a different approach. After a year of silence, they recognized their customers’ concerns and decided to address the situation openly. They created content that directly acknowledged the controversy, explained the facts, and addressed the myths. They also provided actionable solutions.

This approach was bold but effective. By being open about the issue and offering solutions, they not only eased customer concerns but also positioned themselves as a trusted resource. They showed they were willing to tackle difficult conversations, which ultimately built trust.

This example highlights a challenge many industries face—avoiding competitor discussions. But your customers are already comparing you to your competitors, whether you like it or not. By monitoring competitors’ content and conversations, you can ensure you’re addressing any misinformation or misconceptions in your industry. This helps you lead the conversation and build deeper trust with your audience.

Key elements to differentiate your content

To differentiate your content from competitors, especially when you're answering the same questions or targeting the same audience, focus on these key elements:

• Be unbiased: Present information impartially, offering a balanced perspective. When your audience trusts that you’re presenting both the pros and cons, they’re more likely to value your advice.

• Offer clear next steps: Don’t just answer a question—guide your audience toward actionable next steps. This doesn’t always mean “work with us”; it could be directing them to another resource or a deeper dive into the topic.

• Fully answer the question: Avoid vague responses. Ensure your content thoroughly addresses the question, leaving no room for confusion.

• Provide multiple ways to consume the content: People engage with content differently. Whether it’s a blog post, video, or guide, offer a variety of formats to meet your audience where they are.

• Solve problems, not just inform: Don’t just educate—solve problems. If your content helps your audience overcome challenges, it adds value and establishes your authority.

By incorporating these principles, you can create content that stands out, builds trust, and drives meaningful engagement.

Why doesn’t everyone create standout content?

The answer is simple: Fear.

Many companies hesitate to create content that truly resonates because they’re afraid of giving away too much. There’s this tendency to hold onto information, almost like a gatekeeper, as if keeping it locked behind closed doors gives them more control over the conversation. The logic is that if customers can find the answers they need on a company’s website, why would they need to contact the business? And if they don’t reach out, the company might miss the opportunity to sell.

But here’s the truth: Holding back limits trust and credibility. By freely sharing knowledge, you position your business as a trusted resource. This transparency builds relationships that outlast any sales pitch.

Shifting this mindset requires a change in perspective, starting with leadership. For many companies, this begins with leadership truly buying into the idea of helping people first and selling second. It’s easy to say that you're in the business of helping others, but living it is another thing entirely. Leadership needs to set the example, showing that the company’s collective knowledge and experience aren’t just meant for internal use or a select group of clients. They’re meant to be shared with anyone who could benefit from them.

Think about it—companies often boast about decades of experience on their website. So, why not share that wealth of knowledge? Instead of hoarding expertise, businesses can make the decision to be transparent and open. By doing so, they not only build trust but also guide people through their buying decisions, helping them make the best choices for their needs. Whether it’s a pool company, an IT service, or a payroll provider, people are looking for guidance, not just a pitch.

By freely sharing knowledge, businesses have the power to impact far more people, helping them solve problems and guiding them toward the right decision. It’s not just about holding onto information for the sake of controlling the conversation—it’s about realizing that the more you give, the more people you can help. And when you help people, they’ll remember you when it’s time to buy.

How can companies create standout content?

Creating standout content begins with understanding your audience and mapping out their buying journey, even before they’re ready to purchase. To do this effectively, you need to focus on four core elements:

1. Understanding your audience
2. Mapping the buying journey
3. Incorporate storytelling
4. Think beyond the product

Let’s break each of these down.

1. Understanding your audience

Start by understanding who your audience is. But let’s be clear—this doesn’t mean creating complex, fictional buyer personas with detailed, magical characteristics. Instead, focus on the real, tangible traits of the people who will buy your product. 

• What are their pain points? 
• What problems are they trying to solve? 
• What questions are they asking in the process of figuring things out?

Understanding this allows you to create content that directly speaks to their needs, addressing their worries and concerns at every stage of their journey.

2. Mapping the buying journey

Your content shouldn’t just align with your sales process, which typically begins when someone is already in the consideration or decision-making phase. Instead, you need to start much earlier—at the point where the potential customer first becomes aware of their problem.

Think about all the questions, fears, and doubts they might have as they start to recognize the pain. These are the questions they might research online, ask their friends, or look for answers within their community. All of these should inform your content strategy.

By capturing their attention early in the process, you can nurture them as they move from awareness to consideration and finally to making a decision.

3. Incorporate storytelling

Storytelling is essential to making your content memorable and relatable. Humans have always learned and connected through stories, whether it’s mythology, family tales, or modern entertainment. Storytelling is in our DNA.

When you incorporate stories into your content, you give people a way to connect with your message emotionally. People don’t just want facts; they want to understand how your product or service fits into the bigger picture of their lives and solves their problems. A compelling story allows them to see themselves in that narrative.

This is why concepts like Donald Miller’s “Building a StoryBrand” resonate so well with audiences. When you position your brand as the guide in someone’s journey (with your customer as the hero), you don’t just offer solutions—you create a deeper, more meaningful connection.

4. Think beyond the product

Your content shouldn’t just focus on your product or service—it should emphasize the transformation your audience will experience by solving their challenges. Approach your content with the intent to educate and provide value, even before someone is ready to make a purchase. This builds trust and establishes your company as a credible authority in your industry.

By sharing the knowledge you’ve accumulated and telling your own stories, you can demonstrate both expertise and empathy—two powerful ingredients for creating lasting relationships with your audience.

By focusing on these four elements, you’re setting the stage for content that not only captures attention but also nurtures prospects through their entire buying journey. 

4 Tools to help you create standout content

Great content starts with understanding your audience and mapping their journey. However, leveraging the right tools can streamline the process and ensure you create content that is both impactful and efficient.

Here are some tools and resources you should consider incorporating into your content creation strategy:

1. Custom GPTs

One of the most innovative ways to create standout content is by building a custom GPT. Tailored AI tools can be trained on your industry, products, and customer insights to help generate highly relevant, personalized content ideas and solutions. 

For example, you can train a GPT to reflect your company's tone of voice, address specific audience pain points, or assist in brainstorming blog topics and scripts. By customizing AI tools, you can make content creation faster and more aligned with your audience’s needs.

2. Tapping into community platforms

Platforms like Reddit are often overlooked but can be goldmines for content ideas. These community-driven spaces are where people ask real, raw questions as they seek help or share their experiences. This is especially valuable in industries like home services, where potential customers may search for solutions to common problems in forums. 

For example, you can find questions such as “How do I fix [specific problem]?” or “What should I expect when [service]?” These insights can inspire content that directly addresses these pain points and positions your business as a trusted expert.

3. Keyword research tools

Keyword research remains critical to understanding what your audience is actively searching for. Tools like Ahrefs and SEMrush reveal search volumes, trends, and related keywords, enabling you to optimize your content for search engines while aligning with customer intent. This ensures your content is both visible and valuable. 

These tools also help you identify gaps in your content strategy by showing you which topics are underrepresented in your industry.

4. Keywords Everywhere extension

For quick insights while browsing, the Keywords Everywhere browser extension is an excellent resource. It displays related search terms, search volume, and other helpful metrics directly in your browser. For example, when you type a question into Google, it will show you similar questions being asked and the volume of searches around each. Making it easy to validate content ideas and identify the types of questions your audience wants answered.

While these tools are powerful on their own, their real value lies in how you use them together. For example:

• Start by exploring community platforms like Reddit to identify raw, real questions from your audience.
• Validate those ideas using keyword research tools such as Ahrefs or Keywords Everywhere.
• Use a custom GPT to help you expand on those topics in a tone and style that resonates with your audience.

By combining your audience insights with these tools, you can create content that not only captures attention but also drives meaningful results. The key is not just using tools for the sake of it but integrating them into your overall strategy with a clear focus on serving your audience’s needs.

Be bold, stay curious, and trust the process

Creating standout content that resonates with your audience and drives performance doesn’t require complex strategies or tools—it starts with simple, intentional steps.

A quick win you can implement today is to end every piece of content with a clear, next-best step. Whether it’s a blog, video, or social media post, guide your audience on what they should do next. For example, direct them to read another blog, download a resource, contact your team, or watch the next video in a series. This small but powerful action helps keep your audience engaged, builds trust, and moves them along their journey with you.

Think of it this way: Great content should never leave your audience wondering, “What now?” It should always provide direction. Your content should inspire and enable your audience to take that next step confidently.

Finally, if you’re just starting to create content, remember this: There’s no such thing as too much content. Industries evolve, questions change, and the way people seek answers shifts over time. If you feel like you’ve run out of topics, it’s often a sign you’re avoiding the content that needs to be written. 

Be brave and write what your audience truly needs to hear—even if it feels vulnerable or uncomfortable. Great content is about courage and connection. 

Always ask yourself: If I were on the other side, would this content provide the answers I need? If the answer is yes, create it. 

When you put your audience first, your content will naturally perform better, and your brand will stand out as a trusted resource.