How I Learned to Love Creating Content That Actually Builds Brand Authority

Let's be brutally honest here – are you totally over the content creation game right now?

I get it, because I've been there too. Recently, I realised my content had become a tick-the-box exercise. I was doing carousels, creating reels, posting because it “needs to happen” rather than actually serving my audience or sharing things I'm genuinely passionate about.

If you're nodding along thinking “yep, that's me,” then you're in the right place. Today I'm sharing exactly how I fell back in love with creating content – and more importantly, how I made it work harder for my personal brand.

How I Stopped Following the Crowd and Found My Content Flow

Here's the thing that I see most people get wrong about content creation – they're so busy copying what works for other people that they never find what actually works for them.

The first step to loving content creation again? Make a decision about where you're in flow.

For me, that meant getting serious about YouTube after 10 years of treating it like an afterthought. I wanted to create more in-depth content and really share what I know in a longer format. While I love TikTok and Instagram, they feel fleeting and in-the-moment. YouTube? People actually come there searching for solutions.

I want you to think about which platform aligns with how you naturally want to create. One of my clients doesn't want to spend hours editing fancy videos – she wants to be real and raw, like she's on FaceTime with a friend. TikTok was perfect for her style.

My Content Waterfall Effect: Working Smarter, Not Harder

Once I found my master content platform, I created what I call the “personal brand waterfall effect.” One piece of long-form content becomes:

• Podcast episodes
• Blog posts
• Show notes
• Short-form video clips
• Social media posts

I'm squeezing all the juice out of one piece of content instead of being stuck on that content hamster wheel constantly. None of us want to live there.

4 Types of Content I Use to Build Real Brand Authority

1. Commentary Content: How I Became the Information Source

I've become the person my audience turns to for industry insights. When there's a trend report, new research, or industry news – I share my take on it.

Here's my practical system: When I'm on TikTok or Instagram and see something relevant to my industry, I save it to a folder. Later, I can green screen it, chop it up, and give my commentary. The key is that my saved folders aren't a graveyard – I actually go back to them regularly.

This has made me the one source of truth for my audience. They know if they come to my content, I'm sharing things that are current, relevant, and important to them right now.

2. Nostalgia Content: How I Create Connection Through Shared Experiences

What did you grow up with that you can relate to your business? I'm a Sex and the City girl, and when “And Just Like That” had a moment that made me think about business, I shared it. It became one of my most popular pieces of content recently.

Why? Because I know so many of my audience are in their 30s and 40s who grew up with Sex and the City just like I did in my 20s. It's relatable and creates connection.

I want you to think about what you hold dear from your childhood or growing up that other people will relate to. That's always a winner.

3. Opinion Content: What I Stand For (and Against)

This is where a lot of my clients struggle – they don't know what they don't like in their industry. But here's the thing: it's not just about what you don't like. I look at my clients' problems, what's happening in my industry, what's going on in the world. What are my opinions?

I recently saw an ad claiming “you can make $100K a month with no audience, no product, no skills.” That drives me absolutely nuts. It's spammy and sells lies to people, making them think success is easy with zero foundations.

When you become known for what you think and believe – what you're for and what you're against – you become memorable. Think about your online mentors. You're probably very clear on their stance, what they believe, what they think is rubbish. That's because they share those opinions regularly.

I always talk about the hill you're willing to die on. What's the one thing you feel like your audience absolutely needs to know that you cannot help but share with them?

4. Show Don't Tell Content: How I Document My Journey

People are tired of being told what to do by people who aren't actually doing it themselves. In a crowded market where everyone seems to be a guru, we want to see people doing the work, not just talking about it.

If you're a speaker, record yourself on stage. If you're a coach, show your client work process. I document my journey so people can experience it with me.

This builds massive trust because I'm not all talk – I'm action. It makes it easy for people to think “if I need to learn that thing, I need to go to Suz.”

How I Create From a Place of Service, Not Just Conversion

Here's the mindset flip that changed everything for me: not everything I create needs to convert.

When I create from a place of service – sharing my thought leadership, what I believe my clients need, how I can help them – the result is usually that people want to work with me anyway. I'm being giving, thoughtful, insightful, and showcasing my skills.

I build the relationship first. Eventually, it does its job.

The Real Secret: I'm Not Just Creating Content

What I've realised is that content creation is really just getting better at communicating. It's me mastering the ability to communicate and connect on a deeper level with my audience.

When I started creating from a place of enjoyment, fun, and genuine insight, I saw a massive shift in engagement and success. Now I'm constantly looking for interesting industry stats, trends, and topics my audience needs to know about.

I've become curious about how I communicate and collate information. I look for insights and interesting things, then share my hot take. What do I think? What's my opinion? How can I share it in a way that makes my audience want to come back?

My Challenge for You: Find What You Actually Enjoy

Out of everything I've shared today – finding your platform flow, being an information source, using nostalgia, sharing strong opinions, and showing not just telling – what would you actually enjoy doing?

How can you mix it up? How can you become really good at communicating your message?

There are accounts I follow where I intentionally go check them out because I know they're always interesting. They help me think differently, and that's what we all want. We're done with the same regurgitated messaging constantly.

Be the person who says things differently. Help people think differently. Create from a place of uniqueness and love.

That's how you build a brand that truly sells for you.