Content Types That Drive Conversions

🔖 Three companies: Gong, ClickUp, and Ahrefs — proved that content drives revenue. They shared their playbook, everyone copied (to the T!) and failed 👀. Why? Well… because they copied the content formats, but not the strategy that made them work. They spent months crafting blog posts, whitepapers, and reports—measuring success by traffic, engagement, and downloads. ❌ Only problem is: Pipeline isn’t built on downloads. And in all my years in B2B, I’ve never met a CMO who cared if a blog ranks #1 on Google—if it doesn’t move prospects through the sales funnel. Here’s what they failed to copy though: 🎯 Gong doesn’t create content just to rank—it builds data-backed insights that sales reps actively use in conversations. 🎯 ClickUp doesn’t just push out blogs—it structures content around decision-making moments, making it easier for prospects to self-educate and convert. 🎯 Ahrefs extends their content to teaching on YouTube—not just selling —which has positioned them as experts. The difference here is— their content isn’t just a lead magnet—it’s a sales tool. And that’s where most teams go wrong. Most companies assume that shifting content to drive revenue requires an entirely new strategy. It doesn’t. The easiest way to fix this disconnect is by looking at the content you already have and making it sales-driven instead of SEO-driven. 💡Start with your case studies and write them like sales enablement assets. In this case: ➡️ What problem was the customer struggling with? ➡️ What was stopping them from switching sooner? ➡️ What measurable change did they see, and how did it impact decision-making? This way, when a prospect asks, “Why should I choose you over Competitor X?”, the sales team has a direct, proof-backed story to send them. To be practical, say you’re marketing a customer support platform like Kustomer or Zendesk. A VP of Customer Success is considering a switch but is hesitant: 🫥 “We’re not sure if migrating will be worth the effort.” Instead of another feature comparison blog, create content that removes this exact hesitation. ➡️ Publish a case study titled “How [Company X] Switched From [Competitor] to Us in 30 Days Without Disrupting Support.” ➡️ Create a playbook that outlines the exact migration steps, reducing perceived risk. ➡️ Have a 1-minute video clip where a real customer says: “We thought migration would be painful, but it was seamless.” Now, when your sales team hears "I'm worried about migration", they don’t just say, “It’s easy, trust us.” 😪🫤 They send the case study, the playbook, and the customer testimonial—backed by real examples. This is how content moves from “something nice to have” to a direct revenue driver. 🗣️ It’s not rocket science (for real) — all you have to do is simply create content that fits directly into your sales cycle (and not keywords).

I used to think gated eBooks were the best way to drive leads from paid social. Most companies still do. Spend money → Drive clicks → Lock content behind a form → Call every download an MQL. 🫠 The problem? Most of those "leads" have zero intent to buy. At Typeform, we started asking: What if we gave content away on the platform? Instead of forcing clicks, we started testing what I call Zero-Click Paid Social: ✅ Turning top-performing content into native social posts ✅ Sharing insights on-platform instead of linking to a blog ✅ Using carousels, charts, and even memes to make it instantly consumable The goal? > Build brand trust instead of inflating MQL numbers with low-intent leads > Make ads feel like organic content > Position the company as a thought leader And here’s what happened 👇 Even though these ads weren’t optimized for conversions, they ended up driving signups at the same cost as our conversion-focused campaigns. Turns out, great content doesn’t just drive engagement. It also drives conversions.

80% of my closed won enterprise deals had the same lead source over the last 3 1/2 years. Lead Source: LinkedIn Content 3M closed won via this channel. I keep seeing sales orgs sleep on EGC (employee generated content) and it drives me mad because I know how much revenue they are losing by relying on inbound and outbound sequences. So here is a little playbook for ya where I break down the types of content that generates revenue at scale: 1 - Work life stories Tell us a story about wins or losses or cool parts of your career journey. 2 - Company stories Talk about something happening in the business but don’t just repeat what marketing tells you, actually share your perspective. 3 - New product stories Tell a story about the new product or feature and how it actually helps your potential buyers, give real examples. 4 - Collaboration stories Bring other folks into your posts by tagging them or shouting them out, just make sure you have approval first. 5 - Nothing to do with work stories Talk about human things, travel or food or cars or hobbies, you must humanize yourself and this is critical for c suite. 6 - Teach vs tell stories The majority of creators just tell us stuff and very few teach us, to deep into something you know and share your wisdom with others. I could go on and on with these examples but for today I will leave you with these 6 so you can execute well! Do this if you want more revenue and the board or sales leaders off your back. Don’t do this if you want less revenue and the board or sales leaders asking you about your pipeline every week. P.S. - I’m currently coaching some of the greatest sales orgs in the country on how to do this and tie ROI back to the efforts, happy to help you as well. Your employee’s content is the future of your revenue!

The lines between advertising and commerce aren’t just blurring —they’re merging. That was the underlying thread in conversations at the ADWEEK Penthouse during Shoptalk yesterday. We used to separate the two: → Advertising sparked interest → Commerce closed the sale But now? They’re happening in the same scroll, the same swipe, and sometimes even in the same piece of content. So where’s the real opportunity? My answer is 🌟content🌟 Not just any content —but the kind that shortens the distance between the discovery and decision phase. The brands that are winning right now understand this. They’re turning content into a revenue engine by combining storytelling with seamless paths to purchase. Here’s how: 🔗 Frictionless link-in-bio journeys 🙌 UGC that builds trust through real voices 🛍️ Tap-to-shop that make purchasing effortless 🎥 Content that educates, entertains, and inspires 💬 Comments that drive conversion through conversation ✅ Native checkouts that close the loop without friction (ApplePay!) It’s not enough to show up. You have to guide the user from curiosity to checkout in real time. Content isn’t just a brand play anymore —it’s the storefront, the sales team, and the checkout flow. Treat it accordingly. --- Hi, I'm Robyn Nissim 👋🏽 A Social Media-obsessed millennial who made a career for myself forcing global brands online 💁🏼♀️📲 🚀 I’ve built some of the largest Brand Channels on Social Media 👩🏫 And now I’m focused on teaching YOU how to do the same 🤝 Subscribe to my newsletter (link on profile) for more free Social Media + Influencer Marketing tips to make you a better marketer!

5 UGC prompts that convert better than any product description: After connecting thousands of brands with UGC creators… I've found that HOW you ask for content matters more than who creates it. Most brands send generic briefs that result in generic content. But specific prompts trigger specific emotions that drive purchases. Copy and paste these instead: 1. "Show how this fits into your real daily routine" (creates relatability) 2. "Film your actual first reaction, even if it's not perfect" (builds authentic trust) 3. "Show the moment you realized this product was worth it" (triggers validation) 4. "What surprised you most about this product?" (highlights unexpected benefits) 5. "What's the one thing you'd tell someone who's hesitating to buy?" (addresses objections naturally) Notice what these prompts all have in common? They focus on emotions and experiences, not features. Stop asking creators to just "show the product." Start asking them to show the specific moments that actually drive conversion. — Leo Limin