Most people post online without a clear plan. They share something that comes to mind, hit publish, and hope someone notices. The problem is that random posting rarely drives leads or builds a business.

If you want your content to generate enquiries and clients, you need a method. I recently went through a training on this and I want to share the key lessons in a way you can use straight away.

Why Most Content Doesn’t Work

The biggest mistake people make is treating content like a lottery ticket. Post enough and maybe something will go viral. The reality is that inconsistency and weak messaging mean most posts get ignored.

Common problems include:

- No clear audience in mind

- Hooks that fail to grab attention

- Posts that don’t deliver on their promise

- No link between the content and lead generation

The solution is to treat content like a system, not a shot in the dark.

Step 1: Start With Your Audience

Before you post anything, know exactly who you are speaking to. What problems do they have? What goals are they chasing? If you cannot answer that, your content will be generic.

When your message speaks directly to a real pain point, people stop scrolling.

Step 2: Create a Lead Magnet

Every strong content strategy has a clear “what’s next” step. That is your lead magnet. It could be a free guide, a checklist, or a simple template.

The key is that it solves one specific problem your audience cares about. Once people download it, you have a way to build the relationship further through email or direct messages.

Step 3: Choose Your Content Pillars

Pick three to five main themes you will consistently post about. For example, if you are in sales, your pillars might be outreach, closing, and mindset.

Having these pillars keeps your content focused and makes it easier to plan ahead.

Step 4: Write Better Hooks

The first line is everything. Test different styles:

- Ask a bold question

- Share a surprising statistic

- Start with a short story

Your goal is to make someone stop scrolling and want to read the next line.

Step 5: Link Content to Conversion

Great content is not just entertaining, it drives action. Every post should point towards something: downloading your lead magnet, joining your list, booking a call, or simply engaging with you.

Do not let people read your post and move on without a next step.

Step 6: Test and Track

You will not know what works until you test it. Try different formats and measure the results. Look at metrics that actually matter such as:

- How many people clicked on your lead magnet

- How many enquiries you received

- Which posts brought in the most responses

The aim is not likes for the sake of it, but replies and leads.

A Simple Workflow

Here is a process you can copy:

1. Pick a content pillar

2. Write a list of possible hooks

3. Decide which lead magnet fits that theme

4. Create a mix of short posts, longer posts and possibly video

5. Publish consistently

6. Track which posts drive sign ups or conversations

7. Repeat what works and stop what doesn’t

Final Thoughts

Content should not feel like a gamble. When you have a clear audience, a valuable lead magnet, and a system for testing, your posts become more than just noise. They become the start of real conversations with people who want what you offer.

That is the difference between posting for the sake of it and posting with a strategy that actually builds leads.