Creating Content That Converts: Key Themes from Our Marketing Workshop

In our latest Puzzle Creative marketing workshop, Creating Content That Converts, we explored what effective content looks like in practice — not just in theory — and how businesses can adapt their content strategies to changing search behaviour, AI summaries, and modern decision-making.

The session formed part two of our three-part 90-day marketing planning series, building on earlier work around clarity and direction. This workshop focused on execution: how content actually functions once it’s live, and why so much existing content fails to lead to enquiries.

What followed was a lively, practical conversation around content writing techniques, best practice, and real-world application, rather than abstract marketing theory.

Conversion Is About Confidence, Not Pressure

One of the clearest themes from the session was that conversion is rarely driven by aggressive calls to action or persuasive language.

Instead, conversion happens when content:

• Answers the reader’s real question

• Reduces uncertainty

• Builds confidence over time

We discussed how, particularly in UK professional and service-led businesses, people want to feel reassured rather than sold to. Content that feels calm, clear, and credible consistently outperforms content that tries to push people towards action too quickly.

This reframing resonated strongly in discussion, especially for attendees working in advisory, consultancy, and professional services.

How AI and Search Behaviour Are Changing Content Performance

We also looked at how AI summaries and modern search behaviour are reshaping visibility.

Many searches now end without a click, and when AI summaries appear, fewer users click through to traditional search results. Rather than seeing this as a loss of opportunity, the session reframed it as a shift in quality.

When someone does click through today, they are often:

• Further along in their thinking

• Comparing options

• Looking for reassurance, not basic information

This changes the role of content. It must still be clear and well structured for search and AI tools, but it also needs to work harder when a human arrives. Content now plays a dual role: being summarised accurately by AI, and building trust when read in full.

Writing for Humans and AI Is the Same Discipline

A common concern raised during the session was whether businesses now need to “write for AI”.

The consensus, supported by examples and discussion, was that good writing serves both humans and AI equally well. AI summaries prioritise clear structure, direct answers, and consistent expertise — the same qualities that make content easier and more reassuring for people to read.

We discussed practical writing techniques such as:

• Using question-based headings

• Answering clearly at the top of a page

• Reducing jargon and unnecessary padding

• Structuring content so it can be skimmed and understood quickly

Rather than producing two versions of content, the focus should be on producing one clear, purposeful version.

Content Placement Matters as Much as Content Quality

Another key theme was the importance of where content sits in the marketing funnel.

We explored a simple four-stage model — visibility, trust, decision, and conversion — and discussed how content often fails because it is placed in the wrong context. Educational content used at the point of conversion can create hesitation, while sales-focused content introduced too early can undermine trust.

This sparked useful conversation around reviewing existing websites and marketing materials, not to create more content, but to ensure that each piece is doing the right job at the right stage.

A Practical Framework for Writing Content That Converts

To bring everything together, we shared a simple writing framework that attendees could apply immediately:

Answer → Reassure → Invite

This structure encourages writers to:

1. Answer the real question the reader has

2. Reassure them they are in safe hands

3. Invite them to take a next step, without pressure

This framework proved particularly useful in discussion, as attendees explored how it could apply across blogs, service pages, emails, and product descriptions.

AI as a Support Tool, Not a Shortcut

We also had good conversation around the role of AI in content creation.

AI was widely seen as helpful for:

• Structuring content

• Supporting planning

• Improving consistency

• Speeding up early drafts

However, there was strong agreement that human judgement remains essential for tone, nuance, brand voice, and conversion. The most effective approach discussed was using AI to support thinking, rather than replacing it.

Key Takeaway from the Session

A recurring conclusion from the workshop was that most businesses do not have a content volume problem. They have a clarity, structure, and placement problem.

Good content does not persuade people to buy. It helps the right people feel confident saying yes.

This session set the foundation for the final workshop in the series, where attendees will review and refine their 90-day plans and look ahead to the next period with greater confidence and focus. Register your place for March and for future sessions.