Let me ask you something straight up – is your content actually doing the job you need it to do?

Because I see so many business owners on this endless content hustle, posting daily but not seeing the results they want. They're asking themselves the same question I hear all the time: “Is this working? Is this actually positioning me as the go-to person in my industry?”

If you're nodding along, you're not alone. And that's exactly why I want to share the four types of content that will genuinely position you as an authority, tell your story, and show what you're capable of.

These aren't the same four content pillars everyone else talks about. These are the ones that actually work.

Authority Content: Your Secret Weapon for Content Strategy Success

Here's the thing – authority content is probably the most important type you can create, yet it's the one I see people skip most often.

Authority content includes your client results, your own transformation story, and the unique method or process you've developed. When someone shares how their client lost 20 kilos in five months, or how their client made five sales in their first two weeks of working together, I'm immediately hooked. I want to know more.

Why does authority content work so well? Because it makes people ask:

• How did you do that?
• What was the process?
• What was the strategy?

This is conversion storytelling at its finest. You're not just saying “I'm good at what I do” – you're proving it through real results and transformations.

How to Create Powerful Authority Content

Start with your testimonials – they're gold mines of authority stories. Take one client success story and break it down:

• What was their starting point?
• What challenges did they face?
• What mindset blocks needed shifting?
• How did your process help them?
• What were the specific results?

For example, one of my Brand Builder Academy clients tripled her profit within a month of working together. Another booked five clients in her second week. These aren't just nice-to-have testimonials – they're powerful authority content when you tell the full story.

Don't forget your own journey either. We love a good hero's journey – the challenge, the struggle, the breakthrough, and the lessons learned along the way.

Personal Brand Content That Builds Real Connection

Personal brand content is all about journey storytelling. It's showing what you're doing, where you're going, what you're thinking, and what's happening in your business – the ups and the downs.

Think about the people you love to follow online. I bet you know their stories. I can tell you Alex Hormozi's story, Gary Vee's story, or any successful business owner's story because that's what we remember.

Here's what's interesting: Our brains don't know the difference between in-person and online connections. When I show up on Instagram stories every morning with my coffee, saying hi to my audience, they feel like they know me. I've got clients I've worked with for years who I've never met in person, but they feel deeply connected because I've taken them on the journey with me.

Your Personal Brand Content Strategy

Share the behind-the-scenes moments:

• What you're working on today
• Where you're headed
• What you're thinking and feeling
• The challenges you're facing
• The wins you're celebrating

And here's a thought you might be having: “Nobody's interested in what I'm doing.”

Wrong. They absolutely are.

The way we get people interested is by actually sharing. If you don't share it, they can't connect with you. If you don't share it, they can't build that know, like, and trust factor.

Remember – we're over the highlight reel. Perfect becomes boring really quickly. Share the challenging stuff too, because that's when people really start cheering you on.

Value and Teaching Content That Actually Stands Out

We all know about educational content – it's everywhere. But here's the problem: if all you're doing is teaching the same way everyone else teaches, you're going to sound like everyone else.

The secret to great educational content? Weave in stories, examples, and unexpected insights that help your audience not just hear what you're saying, but actually see it and understand it.

If you only share educational content and nothing else, it gets boring pretty quickly. It's like eating the same meal every single day – no matter how good it is, you're going to get sick of it.

Making Your Educational Content More Engaging

Instead of just sharing “4 tips to do X,” try:

• Adding real examples from your experience
• Sharing stories that illustrate your points
• Including unexpected insights that make people think differently
• Showing, not just telling

Commentary Content: Your Authority-Building Goldmine

This is my favourite type of content right now, and it's absolutely blowing up. Commentary content is your hot takes, opinions on the market, and sharing what you agree or disagree with.

You've probably seen these – someone in the corner of their reel with a green screen, responding to another person's content with their own take. It works because it's not just educational, it's opinion-based, which is a brilliant authority-building element.

When I see someone say, “I'm a brand strategist with 20 years of experience, and here are things luxury brands are doing that small businesses can learn from,” I'm all ears. They've established their authority, told me their background, and promised something different and interesting.

Why Commentary Content Builds Authority

Commentary content positions you as the information curator. You're not just creating content – you're curating opinions and information for your audience, then explaining why it's different, interesting, or worth paying attention to.

This creates depth and connection because you become the person your audience looks to for interesting, curated insights they might not have found themselves.

Bringing It All Together: Your Content Strategy for Personal Brand Authority

Here's how to use these four types of content effectively:

1. Authority content – Share client results and your own transformation stories
2. Personal brand content – Take people behind the scenes of your journey
3. Value content – Teach, but make it interesting with stories and examples
4. Commentary content – Share your opinions and hot takes on industry topics

Authority and commentary content are particularly powerful for authority building. They position you as someone people keep coming back to because you're sharing unique, opinion-based content instead of just “3 tips to do X.”

The goal isn't to be everything to everyone – it's to be the go-to person for your specific audience by consistently showing up with content that positions you as the expert you are.

Your homework: Pick one type of content you haven't been using much and commit to trying it this week. Start with your testimonials if you want to dive into authority content, or share a hot take if commentary content feels exciting.

Remember, building authority through content isn't about perfection – it's about consistency, authenticity, and showing up as the expert you already are.

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Ready to build a personal brand that actually converts? I'd love to hear which type of content you're most excited to try. Send me a DM on Instagram @suzchadwick and let me know!