Ever feel like building your brand’s authority online is just…a lot?
You know you need to create content that positions you as the go-to expert and helps grow your business. But with so many platforms, trends, and templates flying at you, it’s hard to know what actually works and what’s just noise.
We see it all the time. Purpose-driven brands posting on the fly, sharing what everyone else is sharing, and hoping something (anything!) lands.
But the truth is, random content rarely builds real authority.
So what does work?
It’s about mixing the right types of content to create a story that leads your audience from curiosity to trust to action. We’re talking about four core content types — and each one plays a specific role in helping you build authority and boost sales.
Ready? Let’s break it down.
1. Thought Leader Content: Show What Makes You Different (And Why That Matters)
If you want to be seen as an authority, you have to stand out. That doesn’t mean just being loud or posting daily quotes. It means sharing your unique perspective – your vision for your industry, your bold ideas, and what makes you the go-to expert.
Think of thought leadership content as your chance to say, “This is what I believe, this is where I’m headed, and here’s why it matters.” When you do this well, you’re not just blending in with everyone else. You’re the brand with a clear point of view.
So, what does that actually look like? It could mean sharing your take on where your industry is heading, even if it shakes things up a little. It might involve talking openly about the problem you solve and why your approach stands out from the rest.
You can also share stories or experiences that have shaped your perspective over time. And don’t be afraid to be a little controversial. While not everyone will agree with you, those who do will become your biggest fans.
This is especially important because people don’t just buy products or services, they buy into people and ideas. When your audience sees you leading the conversation, they trust you more.
2. Educational Content: Give Them What They’re Actually Searching For
Now, not every piece of content needs to be a groundbreaking vision. A big part of building authority is simply answering the questions your audience has. What do they need to know? What problems keep them up at night? What are the basics (and even some advanced stuff) they want to learn from someone who actually gets it?
This is where educational content shines.
When you consistently offer useful, relevant info that helps your audience solve their problems, you become the resource they turn to. Over time, that familiarity builds trust, and trust builds sales.
What works well in educational content includes how-to articles and tutorials that break down tricky processes in a clear, manageable way. FAQs that address common questions help your audience find quick answers, while tips, tricks, and hacks make their lives easier and show practical value.
Webinars or videos that explain core parts of your expertise can deepen understanding and engagement. Additionally, downloadable guides, checklists, or templates provide useful tools your audience can use directly.
Educational content isn’t just about being helpful; it’s about showing that you understand their needs and have the skills to back it up. And because it’s so relevant, it naturally attracts new people searching for answers.
3. Client-Success Content: Show Proof You Deliver Results
Trust is the biggest hurdle most brands face. People want to know: “Will this actually work for me? Has it worked for others like me?”
That’s where client-success content comes in. It’s not just praise — it’s proof. These are real stories, real results, and real people whose lives or businesses have changed because of your work. When you share those wins, you’re showing your audience exactly what’s possible when they choose you.
This can include case studies that walk through the challenge, your approach, and the results you achieved. It might also involve sharing testimonials or quotes from happy clients, as well as before-and-after photos or stories that highlight the transformation. Video interviews with clients sharing their experience add a powerful, personal touch. Don’t forget to celebrate your own wins and milestones that showcase your growth and success along the way.
Remember, the more relatable these stories are, the stronger the impact. If your audience can see themselves in the story, they’re much more likely to imagine working with you, too.
4. Direct Call-to-Action Content: Give Them a Clear Next Step
Here’s the reality: all the thought leadership, education, and proof in the world won’t get you sales if you don’t ask for it.
Direct call-to-action (CTA) content is where you invite your audience to take the next step, whether that’s buying a product, signing up for a free resource, booking a call, or attending a webinar.
This content should feel natural and in line with your brand’s voice – no pushy sales tactics, just clear, honest invitations to engage deeper.
Examples include posts that highlight a limited-time offer, promoting a free download or lead magnet to capture emails, and sharing your own success story paired with an invitation to work together. You might also announce a new service or product launch, or encourage sign-ups for webinars and events.
A strong CTA helps move your audience from “interested” to “committed.” Without it, your content is like an open door with no path inside.
Connecting the Dots for Maximum Impact
Here’s the thing – none of these content types work well alone. They’re strongest when used together.
Think of it like this:
- Your thought leader content gets people’s attention and sets you apart.
- Your educational content builds trust by answering questions and showing your expertise.
- Your client-success content backs up your claims with social proof.
- Your direct CTA content invites people to take the leap and become customers.
When you balance these content types, you create a natural flow that moves your audience from discovery to trust and ultimately to decision.
If this feels like a lot, start small with a simple strategy. Begin with a bold thought leader post that shares what you believe about your industry or your unique take. Follow that with an educational piece, maybe a how-to guide or FAQ, that helps your audience solve a problem. Next, highlight a client success story, such as a testimonial or case study, and then share a direct call-to-action like a free download or special offer.
Rinse and repeat this cycle, adjusting based on what resonates best with your audience. Over time, this approach builds a solid foundation of authority and trust, creating a steady stream of leads and sales.
Want to learn more about how to create content that truly resonates and grows your business? Listen to The Business of You Podcast Episode 204 — “The Best Content to Rank on Google in 2025” with Jesse Ringer.
About The Author
Rachel Gogos is a multi-passionate entrepreneur with a strong desire to help people by creating strong personal brands and businesses. She’s personally launched dozens of books, e-products, and services; and hundreds of products and services with her clients. She started her career at the United Nations headquarters in New York City, where she helped create the look and feel for the organization’s first website.
Today, in her current role running brandiD, Rachel channels over 15 years of marketing and communications experience into each and every website for brandiD’s clients.
And check out her book, Build Your Brand: The Distinctive Guide to Soul-Based Marketing. It will help you uncover your personal brand.
