How to Write Content That Converts

Each piece of content must give real value to the audience consuming it. You need to entertain, include an offer of value, and you need to do that frequently.

Your brain makes emotional decisions — then tries to rationalise them with practical logic. People are more likely to share based on emotional value. They need to know, like and trust you.

## Why emotion drives conversions

Buzzsumo analysed the social share volume of 100 million posts to determine what people share and why. The key takeaways: longer content is more popular, images are practically mandatory, and **people are more likely to share based on emotional value**.

## The 4-Step Formula for Producing Conversion-Driving Content

Each piece of content must: - Contain goodwill (add real value to the audience consuming it) - Entertain - Include an offer of value - And you need to do that frequently

## 21 Tips for Writing Conversion-Driving Content

1. Do Keyword Research 2. Read Industry Studies 3. Monitor Social Media 4. Get To Know Your Customers 5. Monitor Trends 6. Ignore Your Competitors and Focus On Your Customers 7. Focus On Practical Topics 8. Write Enticing Titles 9. Deliver On Your Title's Promise 10. Keep It Short And Sharp 11. Test Your Content 12. Include Images And Video 13. Write In A Casual Tone Of Voice 14. Use Humour 15. Use Fun Facts 16. Embrace Controversy 17. Use Metaphors 18. Tell Relevant Stories 19. Add Exciting Surprises 20. Include Call To Actions 21. Optimise Your Content

### Write Enticing Titles

First impressions matter. Your title is like your opening line on your first date. Aim to drive an emotional response — the ones that work well usually play on your audience's pain points, humour or curiosity.

### Keep It Short And Sharp

Break everything into short paragraphs of 3–4 sentences. Use relevant subheaders and bold key points. Use bullet points and pull quotes to help key content stand out.

### Include Call To Actions

The best way to convert your audience into leads is to add a call to action after you've given them something of value. Use gated content, special offers, or exclusive experiences where handing over their contact details becomes the key to unlock the next stage.

## 350+ Emotive Keywords That Will Engage Your Audience

**AT PEACE:** Authentic, Blissful, Calm, Centred, Comfortable, Content, Fulfilled, Grateful, Grounded, Happy, Mindful, Peaceful, Relaxed, Satisfied, Secure, Serene, Tranquil

**CONFIDENT:** Assertive, Bold, Brave, Courageous, Decisive, Determined, Empowered, Fearless, Independent, Motivated, Optimistic, Positive, Proud, Strong, Unstoppable, Victorious

**CURIOUS:** Amazed, Captivated, Eager, Engaged, Excited, Fascinated, Intrigued, Stimulated, Surprised, Tempted, Thrilled

**ENERGETIC:** Active, Adventurous, Alive, Animated, Bold, Dynamic, Electric, Enthusiastic, Explosive, Exuberant, Inspired, Lively, Passionate, Powerful, Radiant, Vibrant

**GRATEFUL:** Appreciative, Blessed, Fortunate, Gracious, Humble, Lucky, Thankful, Touched, Warm

**HAPPY:** Blissful, Cheerful, Content, Delighted, Ecstatic, Elated, Fulfilled, Gleeful, Joyful, Jubilant, Lighthearted, Merry, Overjoyed, Pleased, Uplifted

**HOPEFUL:** Anticipating, Confident, Eager, Encouraged, Expectant, Inspired, Motivated, Optimistic, Positive, Uplifted

**PASSIONATE:** Absorbed, Ardent, Captivated, Devoted, Eager, Enthusiastic, Fascinated, Fervent, Fired Up, Impassioned, Intense, Obsessed, Zealous

**POWERFUL:** Assertive, Bold, Capable, Confident, Courageous, Decisive, Dominant, Empowered, Fearless, Forceful, Influential, Mighty, Potent, Strong, Unstoppable, Victorious

**SUCCESSFUL:** Accomplished, Ambitious, Capable, Confident, Determined, Driven, Effective, Empowered, Excellent, Focused, Motivated, Outstanding, Productive, Profitable, Triumphant, Winning

**TRANSFORMED:** Changed, Converted, Improved, Liberated, New, Reborn, Refreshed, Rejuvenated, Renewed, Revitalised, Revolutionary, Upgraded

Start including these emotive keywords in your content and watch your engagement rates improve. The goal is to make your audience feel something — because emotion drives action, and action drives conversions.