By Dr Anna Harrison

Does most content fail before it’s even published? The global average conversion rate is below five percent, much lower for our B2B friends. 

This represents a more than 95 percent failure rate on most content that is designed to inspire purchasing. Marketers often make the mistake of thinking the success of content is about quality. But it’s really all about timing.

Most of these content failures don’t happen because the content is badly written. They happen because the content is impatient. It asks for too much, too soon. 

That large ‘Buy Now’ button on the last piece of content you shipped? That’s the equivalent of a first-date-proposal. 

Content is a ‘relationship move’, not a ‘funnel move’

The trouble starts with the funnel. We design content as if people actually move neatly through awareness, consideration and conversion. But humans don’t behave like funnels, they behave like humans. They move through moments of emotional readiness and, when content ignores that, it quietly erodes trust. But the reality is that content is a relationship move, not a funnel asset.

Every piece of content you publish is a relationship move. Some moves build trust. Some trigger suspicion. Most brands mix them up. What works on your honeymoon is wildly inappropriate on a first date, yet many organisations use the same tone, language and calls-to-action everywhere, regardless of how ready their audience actually is.

The arrival: attracting the right crowd

At the very beginning, ‘the arrival’, the emotional question isn’t ‘what do you do?’ It’s ‘do people like me like brands like yours?’ 

This is pure tribe detection. If your audience are CEOs in charcoal-grey suits, ‘lowkey chaotic founder energy’ is going to repel them. If your buyers are millennial operators who describe things as ‘a bit cooked’, corporate stock photos and earnest talk of leveraging synergies will send them running.

At this stage, content isn’t about persuasion. It’s about signalling. Tone, worldview and values matter more than detail. The most common mistake here is trying to be for everyone, which is a reliable way to attract the wrong crowd and poison the rest of the journey.

The first impression: why should I stay?

If, despite the noise and AI slop standing between your next customer and your discovery, the people arrive, the next question becomes: ‘why should I stay?’ and it is your job to create the right first impression.

This is the subconscious ‘smells right’ test. Vibe, visuals and credibility cues do the work here before your content is even consumed. Colgate built a reputation on ‘9 out of 10 dentists’ recommending its toothpaste, and we all just believe that (I am yet to find anyone who has fact checked this). WordPress powers 44 percent of all websites on the internet… that’s a mic drop first impression (even though its actual CMS may not be the best).

The mistake brands make here is coming on far too strong, the classic ‘buy now’ when we have only just met. The other mistake is almost the opposite, that is being overly humble and not establishing credibility. Yes, if you have 10,000 five-star reviews, shout about it! If it’s true, get over the cringe factor and lead with it.

The first date: inviting curiosity and play

Having passed the first impression, we get ourselves readied for the very exciting first date. Content here needs to speak to the emotional question of ‘should I play with this?’

Curiosity needs to turn into engagement. A click. A scroll. A read of the next paragraph. As content creators, your job now is simply: ‘don’t be boring’. Narrative matters. Long-form pieces with an arc, videos that hook and build tension, product demos you can explore without surrendering your email address or your soul.

The common failure here is mistaking information for interest. Content can be technically useful and still be profoundly dull. No one ever told their grandmother about the ATO’s latest taxation updates blog.

The commitment: can I see this in my life?

At the commitment stage, the emotional question is: ‘can I make this work for me?’ This stage is where your people start mentally placing furniture in the house that’s still for sale. 

Business cases, templates, itineraries and calculators all work because they let people picture themselves with the thing. Skincare that helps you imagine gravity quietly losing interest in your face. Lifestyle brands selling the billionaire aesthetic while discreetly ignoring the shapewear aggressively repositioning your organs. Great content inspires commitment before the sale is made, and through that a sense of loss if the sale does not go ahead.

The mistake here is jumping straight to price or features before the emotional picture has solidified.

The reality: do you actually deliver?

Then comes the reality: ‘do you actually make my life better?’ This is where generic AI slop becomes lethal. 

If you promise ‘five ways to fast-track your promotion’ and deliver soggy, recycled advice, you don’t just lose the sale, you actually sabotage the trust you worked so hard to build. This is likely why the AI content bubble will eventually pop, IMHO. 

Content that supports strong onboarding, clear handovers from digital to sales or service teams, and early wins that make buyers feel smart for choosing you are what matter here.

The moment of truth: making your audience the hero

Finally, the moment of truth: ‘did you make me a hero?’, your people silently ask.

Most brands forget that advocacy is reputational risk. People don’t recommend brands because they’re satisfied. They recommend brands because doing so makes them look good.

The most shared content is often funny, sharp, culturally fluent or even mildly controversial. Think the Ben Stiller Instacart Super Bowl ad. Think iconic product launches, or things people love to argue about.

The mistake brands make is asking for referrals instead of creating content that earns bragging rights.

Designing decisions, not just content

So, do all this, and you will not just be creating content that converts – head fake – you will be creating content that builds relationships. And, ultimately, the only way to get anyone to buy anything is to turn that stranger into a brand lover by plugging the holes in your funnel with the right content. 

Dr Anna Harrison is a consumer interaction specialist and ‘Brand Relationships Therapist’

Read more: Content is no longer for ranking, it’s for being remembered