Do a reflection: remember the last blog post you read and list the reasons why you liked that text. Making quality content is something that requires some techniques to have the desired effect.
In this post, we will give you some important tips on how to be able to produce high quality content and, above all, reach your target audience, resulting in conversions.
How to produce high-quality content and drive conversions
Creating high-quality content takes more than consistency: it requires truly understanding the audience, reviewing what already exists in the market, and making editorial choices that keep the message clear and useful. Analyze competitors to spot what works, recurring questions, and gaps. Define your persona and provide answers aligned with audience pain points, avoiding overly technical language. Keep a consistent brand voice, prioritize user experience, use SEO naturally, and measure results with tests and data to improve the strategy.
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Analyze competitors and validate search intent on the SERP.
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Define a persona and write around audience pain points and questions.
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Set brand voice and tone to maintain consistency.
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Structure the text in topics and take care of the experience, including mobile.
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Run tests, segment readers, and evaluate performance with metrics and conversions.
What you will see in today’s content
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Why analyzing competitors helps you outperform, not copy.
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How to validate search intent by observing what appears on the SERP.
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How to understand your audience and define a persona with questionnaires.
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Care with purpose, consent, and only requesting necessary data, considering LGPD.
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How to balance consistency and quality without losing relevance.
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How to define voice and tone using dimensions and examples of what is allowed and not allowed.
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How to avoid making the company the main subject and focus on persona pain points.
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How to adapt structure and clarity to user experience, including Core Web Vitals and mobile.
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How to apply SEO, segment readers, test frequency, and analyze data with GA4, events, and conversions.
Come on?
Analyze the competition
One of the first tips is to analyze your competitors. What kind of content are they producing? How often do they invest in content production? Is there any way for your institution to make a more complete post?
By paying attention to what the competition is doing, you can identify the points where it is getting it right or not, but avoid copying the same strategy as much as possible: the idea is to learn and overcome.
How to analyze the competition correctly?
If you are looking to make content about "the job market in the field of psychology", throw that term into a search engine and see how this content is being structured and addressed in the results that appear.
Now, seek to identify a way to make a content that is even more complete or that is different from those that have already been made. Thus, the chance of your content reaching the first positions in searches will be great.
Before writing, validate search intent: what formats dominate the SERP (guides, lists, videos), which questions repeat, and what gaps no one covers in depth. A practical rule is to create helpful, people-first content with real examples and clear answers, this differentiates more than simply “making it longer.”
Know your audience
If you want to create interesting content for your target audience, first, you need to know. It seems to be something simple, but many managers don't know how to explain this information in depth.
If your business is a college, for example, you can't define your audience just as "students". It is interesting to know more information about them, such as age group, where they live, their tastes, among other data.
How to know my audience?
To really know your audience, you need to create a persona. She is a semi-fictional representation of your ideal customer described with information as if it were just one person, but representing your entire audience.
To create your persona, you can analyze the profile of your current consumers, asking them to answer a questionnaire, giving more information about them and what led them to be interested in your content or buy your product/service.
When collecting responses, be transparent about purpose and consent, and avoid requesting data beyond what’s necessary. This supports compliance with Brazil’s General Data Protection Law (LGPD) and strengthens trust, especially in education, where data sensitivity is often higher.
Image: A strong content strategy starts with quality content, built for readers and search engines.
Focus on quality content
Being consistent in your publications is very important, but it's crucial that you invest in creating quality content that really adds to your persona's pain. After all, content without quality will hardly be able to appear at the top of search engines.
This doesn't mean you should publish a post every six months, but it's interesting that you can create a balance between producing with quality and staying present in your target's life.
How to create quality content?
To create quality content, there's not much of a secret: you need to put yourself in your readers' shoes and write a vision of their pain and what answers they want to find in this text.
Often, managers end up writing very technical content, focusing only on their interests and what is interesting to them, who already have a lot of knowledge on the subject. In response, this content ends up not performing well, since its audience is more layman.
Define the voice of your content
If you already understand digital content, you know that defining voice and tone prevents “generic” messaging and improves consistency. A practical approach is to map the four dimensions of tone of voice (formality, humor, respectfulness, and enthusiasm) and document do’s and don’ts as examples in your editorial style guide.
Communication based on the brand's tone of voice allows the company to be closer to its audience, creating an easier interaction and identification with it.
How to define the brand's tone of voice?
If you already have your persona well defined, you have already taken an important step in creating your brand voice. Now, try to imagine what a positive interaction between this persona and your brand would be like.
Do you think your persona would like your institution to have a more serious or relaxed personality? That she was more adventurous or conservative? But be careful: copying the tone of voice of other institutions will not work, as each one deals with different audiences, even if they are from the same niche.
Don't leave your company as the main subject
When we talk about content production, many have the idea that its main objective is to sell the product or service .
This thought has a basis of truth, but I know that the main objective of writing texts for blogs or social networks is to attract and convert users into potential customers.
Because of this, it is common to see texts created by brands that try, at all costs, to sell their fish, even those that are quite generic and that are being read by people who do not know their institution and are not interested in becoming customers. at that moment
Read too:
- The 6 best tips on how to make a communication ruler
- Build a successful digital marketing strategy for your Educational institution
- 6 Buyer’s Journey Insights in Analytics Strategies
- What is Inbound Marketing and how to prospect
What should I focus on in content production?
The focus on content production should not be your company, but the pain of your persona, your audience. Try to understand what doubts he has and answer them in the best possible way in his texts.
Invest in ways to educate users and get them to spend more time on your site, consuming more in-depth content. These, yes, can help in converting to a sale.
Adapt to the user experience
It is not possible to talk about producing quality content without mentioning good management customer experience. This goes a little beyond just understanding your pain, but also providing an environment and text structure that is pleasant for your audience.
You may have created quality content and targeted your target, but there are chances that your content will not be read until the end, if it is not properly structured, for example.
How to adapt the text to the user experience?
To adapt your texts to the user's experience, it is important that you are as clear as possible in passing on information and divide your text into topics. In this way, the reader will be able to find the information they are looking for more easily.
Beyond the copy itself, protect the experience: monitor Core Web Vitals (LCP, INP, and CLS) and mobile usability in Search Console. A fast, stable site reduces drop-offs, improves reading on mobile devices, and increases the likelihood users move to deeper content and CTAs.
Bet on SEO techniques
SEO is part of the strategies on how to use inbound marketing correctly, aiming at converting users. However, it is also an important ally in the production of content, aiming to increase its quality.
Many people believe that the role of SEO is just technical: optimizing content for search engines. However, its performance is broader than that: it helps to identify the behavior of your audience on the internet.
How can SEO help me produce quality content?
Through keyword research, it will be easier to identify the questions and terms that your audience is using to find your content, and it is recommended to adapt them for this targeting.
Currently, search engine algorithms are increasingly intelligent, so it is possible to adapt SEO techniques for a more fluid and natural reading for the reader, without causing the content to lose ranking positions.
To improve readability (for humans and AI), structure the page with question-based H2/H3s, concise answers, and internal links for depth. When appropriate, mark FAQs with FAQPage structured data and monitor rich results in Search Console, this can improve discovery and content understanding.
Segment your readers
Have you ever considered the possibility of being able to deliver exactly the content they want to see to your different audiences? This is possible by adopting the segmentation strategy.
Best of all, your own audience can help you do this through self-segmentation. Based on a newsletter, it is possible to create different flows thinking about different content directions that your audience may want.
Ask them to sign up and select the digital content they are interested in following.
With this, the user experience will be optimized, as they will spend less time looking for what they want to follow on your blog and more time consuming your content and engaging with your brand.
It is very important that the strategy does not stop there: seek to collect feedback periodically to understand if your users are enjoying the segmentation and if there are other flows that can be created, depending on the change in your persona over time.
Diversify your content channels
Although we are focusing on blog content, you don't have to limit yourself to them and not even use these tips only in the texts of your website. Ideally, your brand should make content where your audience is, which includes social media.
It is true that the structuring of an Instagram post and a blog post are different, but it is necessary that both are adapted to the tone of voice of the brand that you defined earlier, as well as to the interests of your audience.
How to choose the best content channels?
Some institutions make the mistake of wanting to produce content for all possible social networks. However, you may be wasting time and money and a platform that your persona rarely uses.
So, the best content channels are the ones your audience is on and they consume content frequently. This can be discovered by conducting research or even the market in which you operate.
Test
To know if a content strategy will be effective, you need to test it. Only in practice will you be able to check which types of content are most successful with your audience or which tone of voice is most appropriate.
Don't be afraid to try new strategies and, even if some of them are not effective, use this experience as a learning experience for the next attempts, as you will have a greater knowledge of what works and what doesn't.
How do I start testing my content?
There's no secret to testing content: it's creating, posting and analyzing the results. You can start doing some tests looking for the ideal frequency of posts in a month.
Evaluate whether posts have more views and engagement if done once a week or once every three days, for example.
With the information collected, you will be able to invest in the sequence and type of content that is giving the most results, until you find the ideal structure of your strategy, which was based on the tastes of your own audience.
Data analysis Data
analysis will be a great ally in the production of quality content, because it will be through it that you will get to know your audience better and the strategies that are working with them.
However, it is important that you know how to filter what information will really help you in this objective, as you will have access to a large volume of information, but not all of it will be useful.
How to do content data analysis?
In order to do an effective data analysis, it is crucial to understand exactly the objective that is intended with this analysis and, in this way, filter which data will give you the answer you are looking for.
To evaluate whether a post is performing well, compare views and especially the average engagement time in GA4, plus events (scroll, CTA clicks) and conversions. This helps you measure real attention and intent—not just traffic—and decide what to update, expand, or republish.
To analyze the performance of your data-driven content, there are some tools you can use, such as Google Analytics and SEMRush. It is also possible to rely on more complete platforms, such as Hubspot.
Through these tools, it is possible to prepare general reports with various information about the performance of your blog in certain periods or even analyze specific posts.
In short: to produce quality content aimed at your target, it is necessary to analyze the competition, know your audience, focus on quality, not talk about your company all the time, adapt to the user experience, bet on SEO, segment audiences, test and analyze data.
In this way, putting these tips into practice on how to produce quality content aimed at your target, it will be much easier to produce texts directed to the real needs of your audience and which, consequently, will result in more conversions.
To put all this information into practice, you will need a website. So, check out this other post on our blog, in which we give some tips on how to set up a website focused on the e-commerce area.
Frequently asked questions about producing high-quality content
Why analyze competitors before writing?
Analyzing competitors helps you understand what has already been published, identify what works and what doesn’t, and find a way to create content that is more complete or differentiated.
How do you validate search intent for a topic?
Validating search intent means looking at what appears on the SERP, such as guides, lists, and videos, seeing which questions repeat, and identifying gaps that no one covers in depth.
What is a persona and why is it important?
A persona is a semi-fictional representation of the ideal customer, described as if it were one person, with characteristics that represent the audience, to guide topics and language.
How can you collect audience information properly?
You can collect audience information with questionnaires, making the purpose and consent clear, and avoiding requesting data beyond what is necessary to increase trust.
How do you balance consistency and quality in publishing?
Balancing consistency and quality means staying present without sacrificing relevance, producing content that addresses persona pain points and avoiding very long gaps between posts.
Why might overly technical content perform poorly?
Overly technical content may perform poorly because it tends to focus on the interests of someone who already knows the subject, while the audience may be more beginner and looking for direct answers.
How do you define a brand’s tone of voice?
Defining tone of voice involves mapping dimensions like formality, humor, respect, and enthusiasm, documenting examples of what is allowed and not allowed, and imagining a positive interaction between persona and brand.
Why shouldn’t the company be the main topic all the time?
The company shouldn’t be the main topic all the time because the main goal is to attract and convert users by answering questions and educating them so they move toward deeper content and CTAs.
How do you adapt the text to user experience?
Adapting the text to user experience involves being as clear as possible, dividing content into topics, and taking care of the reading environment, as well as monitoring Core Web Vitals and mobile usability in Search Console.
How does SEO contribute to content quality?
SEO helps by identifying the terms and questions the audience uses, enabling a natural and fluent reading experience, and by organizing the page with H2/H3 questions and objective answers.
What is reader segmentation and how can it be applied?
Segmentation is a strategy to deliver the exact content different audiences want, and it can be applied through newsletter self-segmentation with different flows chosen by subscribers.
How do you run tests in a content strategy?
Running tests means creating, publishing, and analyzing results, comparing publishing frequency and evaluating views and engagement to refine the strategy structure.
Which metrics help evaluate whether a post is working?
Useful metrics include views, average engagement time in GA4, events such as scroll and CTA clicks, and conversions to measure real attention and intent.
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