The 3 Types of Content Every Brand Needs

The failure of most brands is due to the creation of a single type of content. The following is the framework that actually works:

1. Authority Content (Educational)

This creates credibility and puts you in the position of authority. Imagine tutorials, how-to articles, industry advice, and problem-solving articles. This content answers “How do I…?” and “What is…?” and asks the questions that your audience is already asking. It does not sell, but people start to think that these people know what they are talking about.

2. Connection Content (Relational)

Here is the place where personality is brilliant. Backgrounds, personal tales, company ethos, principles and views. It answers “Who are you?” and establishes the emotional connection between yourself and your audience. Individuals purchase brands they relate with, rather than brands that they learn from.

3. Conversion Content (Promotional)

This is where you make the ask. Launches of products, special deals, testimonials, case studies, and straight CTAs. It provides the answer to the question of “why I should buy from you?” The majority of brands go too far in doing this and question why it stops the engagement.

The Magic Ratio:

Every 1 piece of conversion content should have 3-4 pieces of authority and 2-3 pieces of connection. This maintains the attention of your audience, educates them and makes them emotionally involved before you request the purchase.

Stop posting randomly. Begin developing a content ecosystem with a purpose for each piece. Power informs, relation associates, conversion transforms. Learn the three and you will never have the problem of what to post again.