Why your content isn't converting (and how to fix it)

Publishing regularly is not the same as generating results.
Most brands publish irrelevant, generic, or aesthetically pleasing content that is commercially ineffective.

1. What is “content that converts”
Content that converts takes the user from a passive state of mind to action: clicking, buying, scheduling a meeting, subscribing, sharing.

2. Reasons why content fails

• Lack of clarity in the value proposition

• Language focused on the brand rather than the customer

• Format not adapted to the channel

• Lack of narrative or emotion

• Does not address any questions, pain points, or desires

3. How to assess whether content is working

• CTR (Click Through Rate) below 1% in ads

• Zero messages after organic posts

• Average viewing time less than 15 seconds

• No direct action on the website after viewing

4. Solution: functional content structure

• Capture attention in 3 seconds

• Identify the audience's real problem or desire

• Present a solution or transformation

• Demonstrate results (before/after, social proof)

• End with a clear call to action
  
  
  

5. Practical example
Aesthetic clinic with generic institutional videos. After switching to videos focused on specific problems (hair loss, acne), lead capture increased fourfold.

Conclusion
Content that does not convert is noise. It only serves to inflate empty metrics. Replacing it with clear, focused messages tailored to the customer journey is a must.