Chapter 6: Creating Conversions to Move Your Buyer Through the Sales Funnel Throughout this eBook, we have noted how important it is to have conversion goals for your content factory and that every piece of content you create needs to contain a conversion mechanism that is designed to get your buyers to take some kind of action. In this chapter, we will focus on the various tactics you can use to drive those conversions. Ultimately, the best measure of a piece of content’s effectiveness is whether or not people take a desired action as a result of consuming it.