If you want your content to convert, start with tension. Unresolved problems are one of the most effective and underused engagement levers in digital marketing.
Why? Because problems create pressure. When someone is stuck between where they are and where they want to be, their attention becomes laser-focused on finding relief.
If your content can speak directly to that tension, you’re not just creating clicks; you’re building momentum.
In this post, I’ll walk through why unresolved problems are so powerful, how to use them in your content, and what makes this tactic particularly valuable for SEO, user experience, and conversion.
The Psychology Behind the Problem-Solution Loop
When a user lands on your content, they’re not just looking for information, they’re looking for resolution. That means your headline, intro, and opening paragraphs need to frame the problem clearly before ever offering a solution.
When done right, this technique builds trust. You’re showing empathy, insight, and authority all at once.
And here’s the key: every solution you introduce should open the door to another problem. Think of it as a cascading loop: problem, solution, deeper problem, new solution. This rhythm keeps people engaged because they never feel like the story has fully resolved. It mirrors the real-world challenges your audience faces every day.
Google understands this user intent pattern. Their own Search Quality Evaluator Guidelines emphasize the importance of page quality, purpose, and satisfying user needs; especially around problem-solving. Pages that identify user problems and offer trustworthy answers tend to rank higher and retain more attention.
Where to Start: Define the Real Problem
A common mistake I see is marketers rushing to show off solutions. But what if your audience doesn’t fully understand their core issue yet?
Great content doesn’t just provide answers. It helps the reader name the problem.
Ask yourself:
- What pain is your audience trying to escape?
- What do they complain about most?
- What internal frustration do they rarely say out loud?
When you can voice their problem better than they can, they automatically assume you have the answer.
Structuring Content Around Unresolved Problems
Here’s a simple way to build a content outline using the problem-first framework:
1. Open the loop
Start with the pain. Use a real-world example, stat, or short story that creates immediate tension.
2. Build the stakes
Why does this matter? What happens if they don’t fix it? Use data or scenarios to make it feel urgent.
3. Offer a partial solution
Give them a win. A simple tip, mindset shift, or framework that brings relief.
4. Introduce the next problem
Here’s where you re-engage. Show how solving this creates a new challenge, deeper insight, or higher-stakes decision.
5. Guide them forward
Use your CTA to position your product, service, or deeper content as the next best step.
Use This in Blog Content, Landing Pages, and Emails
Let’s break down a few examples across formats:
Blog Post Example:
Topic: “Why Your SEO Isn’t Driving Qualified Leads“
- Problem: You’re getting traffic, but leads aren’t converting.
- Solution: Improve keyword targeting and align with buyer intent.
- New Problem: Now your bounce rate is rising because your content doesn’t hold attention.
This opens the door to link to a second post on user experience or content pacing.
Landing Page Example:
Offer: Free Google Analytics audit
- Start with a stat: “82% of marketers misread their GA4 dashboards.”
- Build tension: “If you’re basing strategy on broken data, you’re scaling the wrong campaigns.”
- Deliver partial solution: “Book a free review to see what’s missing.”
- Tease next layer: “We’ll also map your top 3 conversion gaps.”
Email Example:
Subject: “Still wondering why leads ghost after demo?”
- Problem: You’re presenting value, but prospects aren’t following through.
- Solution: Pre-frame the demo with clearer positioning.
- Tease: Tomorrow’s email will include the 3-question script we use before every high-ticket sales call.
SEO Bonus: Dwell Time and Content Depth
When your content opens with a problem and resolves it slowly, your dwell time increases. People stay longer, scroll further, and are more likely to click internal links. This helps your SEO by showing Google that your page satisfies intent.
You’re not just writing for clicks. You’re writing for comprehension. For curiosity. For clarity.
And if you structure it right, every section builds momentum toward the next.
Google’s Helpful Content guidance makes it clear: content should be created for people, not just for rankings. Addressing real-world problems does both.
Wrap Up: Use the Tension to Build Trust
Unresolved problems aren’t just good copywriting hooks. They’re signals that you understand your audience better than your competitors do.
The more clearly you can articulate the problem, the more authority you build. And when every solution you provide points to the next level of depth, you’re giving your audience a reason to keep coming back.
If your content isn’t converting, you might be solving too fast.
Let your reader feel the tension. Then lead them forward with clarity.
Need help creating content that connects and converts? Let’s talk.
Schedule a consultation or connect with me on LinkedIn to get started.
