Is there anything more human than a conversation? Scientists worldwide agree that language is a specific trait distinguishing humans from other mammals. Humans can talk about the past, the future, and abstract ideas while bouncing off each other in a casserole of words that can advance thoughts and understanding. Conversations are a key pillar in how we connect or don’t with those around us. In digital marketing, the power of conversation is more than a trending skill; conversations are shaping the digital marketing environment more than ever.

Conversations are infectious

I’ve been discussing the importance of conversational content as part of a broader marketing strategy for a while. The primary reason is to ensure that clients are hitting the GEO (generative engine optimisation) requirements for AI search, which complements the SEO strategy applied to traditional digital marketing (Google, for example). The team and I have monitored this strategy throughout 2025, and the numbers validate the approach. AI bots love conversational content, but what is equally important is that so do the customers who are reading and engaging with it.

The shift toward conversational content is making inroads, as evidenced by the time on page numbers, click-through rates, and the steady increase in referrals from AI search engines such as ChatGPT, Gemini, and Perplexity.

A conversation is about asking questions, providing answers, offering options, thought leadership, and being authentic. When your content has the right balance of these factors, is consistent, and is regularly published, it becomes infectious. Your clients appreciate it, prospective clients respect it, and search engines find and recommend it.

It starts at the source - You

Coversational marketing starts at the source. If you’re a business owner or in a position of influence or leadership within a business, then you are who your audience wants to hear from. They will know about you because of what you offer, but what gets them to the conversion stage is knowing why you offer it. How and why you solve problems, why your system or product is worth the investment, what your opinion is on the subject matter, where you source your raw material from and why; the list goes on and on for the curious consumer. Generic content about stats or processes doesn’t further the curiosity; you need to speak with and to your customers as you would over coffee.

To do this well, it is critically important that you have similar conversations with your content team. It is their job to articulate what you want to say in a way that your audience understands and can engage with. While the opinion is yours, how it is presented makes the difference

Can anyone write a conversational article? Why do I need a professional?

Of course, anyone can write a conversational article, but that doesn’t mean they should. The role of the business owner or leader is to provide context and reasoning; the writer’s role is to take that context and reasoning and craft it with messaging, audience understanding and brand storytelling. A professional writer ensures every word serves a strategic purpose.

Business owners and leaders understand the value of consistency. Whether that comes from their teams, production, delivery or another business unit, they rely on consistency as part of their big picture planning. The same applies to the messaging. It must be consistent in tone and style and fit into each distribution channel, such as the website, newsletter, social media, press releases, etc. Without consistency, you lose credibility. Professional writers create and work within brand guidelines, ensuring consistency and a recognisable style of communications that audiences trust.

You must maximise the return on effort and investment. Writing because you have something to say or know you must say something is a recipe for failure. Piecemeal content thrown together spasmodically sends a negative message. Consistent, well-crafted content optimised for conversion, engagement, and visibility provides return. It can be measured, tweaked, amplified, and repurposed for maximum impact.

Conversational content is the way forward. Combined with the technical upgrades required for GEO, conversational content feeds visibility while converting visitors into customers. Engaging a professional and experienced digital marketing agency, such as Brilliant Digital, turns your conversation into measurable results long after the words have been spoken.

Thanks for reading, and contact us if you need an upgrade or overhaul of your digital marketing