Amplify!, CPA Growth Trends, Marketing

Amplify | How to Craft Content that Converts

The digital marketing landscape is a dynamic beast, constantly evolving and demanding fresh strategies for success. Whether you’re a budding entrepreneur or a seasoned leader, the key to unlocking growth lies in the power of content. But not just any content –– content that captivates your audience and compels them to take action.

In this article, we delve into the world of content creation with the brilliant Anna Khayet, founder of KMG Advisors and CMO of Padgett Business Services. Khayet, a true marketing luminary in the fintech and accounting space, sheds light on the intricate relationship between content and digital lead generation.

Discovering Your Audience’s Pain Points

Khayet emphasizes the importance of getting to know your audience on a deeper level. “What keeps them up at night?” she asks. “What are the challenges they face?” By understanding your audience’s pain points, you can craft content that directly addresses their concerns.

Imagine content that demystifies financial literacy or untangles the complexities of cash flow management. Content that resonates with specific struggles is far more likely to connect and convert.

But what separates engaging content from content that drives results? Khayet offers a powerful insight: Content creation should begin with a core understanding of your audience’s biggest pain points. “When we think about content that converts,” she explains, “we need to focus on those major struggles business owners face.”

By aligning your content with these pressing needs and incorporating SEO best practices, you can significantly boost the effectiveness of your content and witness a surge in conversions.

Embracing Diverse Content Formats

Khayet highlights the power of utilizing various content formats to broaden your reach and amplify your marketing impact. From eye-catching infographics to thought-provoking podcasts, the content universe offers a vast playground for engagement. Khayet emphasizes the importance of content synergy across platforms, leveraging tools like StreamYard to effortlessly repurpose content. “There’s a treasure trove of possibilities here,” she remarks, pointing to the potential of third-party platforms to help exponentially increase content reach.

Khayet sheds light on the immense power of video content as a tool for engagement and lead generation. “Video can be a conversion powerhouse,” she asserts, citing its ability to explain complex concepts and establish thought leadership. From polished explainer videos to interactive live streams, video content offers a multifaceted approach to captivating your audience and driving conversions.

Gated Content and Striking the Perfect Balance

Gated content is a strategy that offers valuable content in exchange for user information. Khayet emphasizes the importance of achieving a delicate balance between lead generation and value delivery. “Offer exceptional content, content you’ve poured your heart and soul into,” she advises. When you provide content that resonates with your audience and incentivizes registration with valuable offerings, you optimize the conversion potential of gated content.

AI Generated Content as a Tool, Not a Replacement

Khayet offers a balanced perspective on AI-generated content, acknowledging its role as a valuable tool while underlining the irreplaceable nature of human-crafted content. “A copywriter can leverage generative AI as a springboard,” she acknowledges, recognizing AI’s potential to provide ideas and outlines. However, Khayet asserts that human creativity remains unmatched in crafting compelling content. The key lies in striking a harmonious balance between human ingenuity and technological prowess in the content creation process.

A Strategic Roadmap

Khayet concludes by offering a strategic roadmap for content creation. She advocates for a comprehensive understanding of the user journey and aligning content with different lifecycle stages. By establishing a robust marketing infrastructure and embracing a holistic content strategy, firms can unlock the full potential of their content and achieve significant conversions.


This blog post was written based on content from the latest season of Amplify, the podcast of AAM – dedicated to firm growth. This article is based on Season 5, Episode 4, featuring a conversation with Anna Khayet, founder of KMG Advisors and CMO of Padgett Business Services. Learn more about the podcast and listen first-hand at

About Cassy Clayman

Cassy Clayman is Marketing and Communication Coordinator for Topel Forman where she strategizes and plans content and other marketing programs to grow the accounting firm’s brand. She is a member of the AAM Podcast Committee where she contributes in a number of areas including content strategy and production.

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