Your audience already knows when you’re trying to sell them something.
And, most of the time… they run away.
But that doesn’t mean content marketing doesn’t work..
It just means the old “hard sell” trick no longer cuts it.
In 2025, content that converts is content that informs, entertains, teaches, and builds trust without pushing for the click.
In this article, we’ll show you how to create content with commercial intent, but with language that brings people closer (rather than pushing them away).
1. Give before you ask
The classic mistake? Only talking about your brand.
What you do. What you sell. What you’ve achieved.
What does the audience want?
Useful tips, practical answers, real inspiration.
Offer value first, and attention (and conversion) will follow.
2. Humanise your communication
Posts with technical, robotic, or “corporate cringe” language push people away.
People buy from people, not from logos.
Speak clearly, use your brand’s tone of voice (and adapt it to the platform), and don’t be afraid to be direct, transparent, or even… fun.
3. Show your process, not just the result
Sharing behind-the-scenes, learnings, and experiences makes the brand more authentic.
For example, instead of “We built this website for client X,” try:
- “In this project, the biggest challenge was to create simple navigation for technical content. What did we do? UX with a focus on mobile + real user testing.”
Show how you think. That sells more than just showing the final product.
4. Tell stories, not just features
Storytelling is still the most effective tool in marketing.
Instead of listing what your service does, tell the impact it had:
- The problem you solved
- The transformation you generated
- The feedback you received
People remember stories. Almost never bullet points.
5. Integrate strategy into everything
Good content:
- Has a clear objective (educate, entertain, convert)
- Is adapted to the right channel (IG is different from LinkedIn and from Website)
- Includes a CTA that makes sense at that moment in the journey
Without this, you’re just publishing… for the sake of publishing.
Conclusion
Effective content marketing doesn’t need to be aggressive to be commercial.
It needs to be useful, coherent, and well-positioned.
At Brief, we create tailored content strategies that balance creativity with real business objectives.
Do you want to stop just publishing to be present and start building online authority?
