How to Convert Your Ideas into Compelling Content

Consistently coming up with great ideas is a key element of every successful content campaign.

It makes sure you can continue to engage your audience and convert them into customers over time.

However, it’s no use coming up with ideas, if you can’t convert them into compelling articles, videos, and podcasts.

That’s where the framework below is valuable.

It helps you to create a plan outline you can use to develop your content or give to a writer so they can do so.

Below you’ll find the elements you should focus on, questions you can use to interrogate your thinking, and an example outline we use to develop all of our content.

What’s more, it’s also the same formula we use to create our media pitches, nine out of ten of which achieve commissions.

Framework Elements

  • Attention-Capturing Headline
  • Audience Context
  • Audience Objective, & Problem
  • Key Areas of Insight

Key Questions

To help create the ingredients needed to build your content plan, you should answer the following questions:

  • What is the problem/issue/topic you’re addressing?
  • Why is this an important area for your audience to understand?
  • How is the problem/issue/topic impacting your audience?
  • What do they need to know about it that they don’t already know?
  • What three things can you tell them about the problem/issue/topic that they’ll value?
  • Why is it valuable to them?
  • How will your insights help them ‌achieve one or more of the following?
    • Clarifying the problem your market is experiencing
    • Building momentum towards their goal
    • Creating efficiencies in their business
    • Delivering competitive advantage
    • Driving better results
  • What can they expect to gain from your advice?


In the example below, we explored the impact of Generative AI on the insurance industry.

While AI has been grabbing all the headlines and generating a lot of excitement, there are some important issues insurers should consider before implementing it in their businesses.

Is Insurance Ready for Generative AI?
After the disruptive entrance of Generative AI onto the global stage in 2023, speculation ran high about its potential impact on the insurance sector. As the initial excitement settles, the industry now faces a critical juncture in evaluating the true readiness for this transformative technology.

While AI has already found its place in insurance, Generative AI represents a quantum leap forward, demanding a thorough exploration of its current state of development and the fundamental questions that must be addressed before its widespread implementation.

In this article, we’ll:

  • Demystify AI, providing a clear understanding of its capabilities, limitations, and a realistic assessment of its current developmental stage
    Shed light on the existing applications of AI in insurance and the tangible value it’s brought to the industry
    Delve into the implications of Generative AI, outlining why its full integration into insurers’ operations might still be some time away.


Photo by Hugo Rocha on Unsplash

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