Why Your Content Strategy Isn’t Working (And How to Fix It)

For a long time, I believed that consistently publishing content would naturally generate leads and boost conversions. The leads were coming in, but something crucial was missing—they weren’t moving down the funnel, and conversions were stagnant. That’s when I realized the mistake: I was talking at my audience, not to them.

Mapping out the buyer’s journey was the game-changer. Instead of pushing solutions too soon, I learned to meet prospects at each stage with content that resonated with their specific needs. Here’s how I shifted my strategy and saw a significant increase in engagement and conversions.

Step 1: Start With Content That Identifies Pain Points

The first step was to create content that made my audience aware of their problems. I launched a podcast series, "The GMAT Mythbusters," where I broke down common misconceptions about GMAT prep. This helped listeners realize their approach to studying was flawed. On LinkedIn, I published posts like “The 3 Signs You’re Not Ready for Your MiM Application,” which struck a chord with early-stage leads. These posts got prospects thinking about their challenges and prepared them for the next steps.

Step 2: Educate and Keep Them Engaged

Once I had their attention, I focused on providing educational content to keep them engaged. We hosted webinars like “How to Tackle the Verbal Section of the GMAT in 3 Months,” offering practical tips and live Q&A sessions. These sessions helped prospects see the value of our solution. I also shared case studies such as “How Aman Scored 700+ After 4 Months Using Our Program,” which showcased real results and built credibility.

Step 3: Guide Them with Focused Messaging

As leads progressed through the funnel, I offered content that directly compared solutions. I created guides like “Top 3 GMAT Prep Programs Compared,” to highlight the unique benefits of our program. This type of content positioned our solution as the best fit for their specific needs. I also ran LinkedIn polls to understand what features prospects valued most, which helped tailor our messaging further.

Step 4: Close by Showing How Easy It Is to Get Started

Finally, I focused on making the buying process as seamless as possible. We shared implementation guides like “How to Build a Customized 3-Month GMAT Study Plan,” and followed up with explainer videos that demonstrated how easy it was to use our platform. These resources helped reduce friction and made conversions feel like a natural next step for our leads.

The Lesson: Build Trust at Every Stage

The major shift was realizing that content needs to be tailored to every stage of the buyer’s journey. Instead of pushing for a sale too early, I focused on building trust and offering value at each step. By doing this, engagement increased, and conversions followed naturally.

How are you mapping your content to the buyer’s journey? Share your thoughts below👇