The 3 Types of Content You Need to Grow Your Audience

Heyo!

Welcome back to another edition of the Digital Brand Builders newsletter, a newsletter teaching you one actionable lesson you can use each week to build and grow your own brand online.

I want to teach from my own experience, so I’ll be sharing everything I’ve learned about starting and growing my personal brand and online business over the past several months in the hopes that it helps you do the same.

And by the end of each newsletter, I’ll leave you with a few action steps you can take to get one step closer to building your own digital brand this week.

Because I believe the future belongs to the digital brand builders!

Sound like a plan?

Alrighty, let’s dive right into this week’s lesson!

Here’s what we’ll be covering this week:

The only three pieces of content you need to grow your following (and bank account).

This Week’s Blueprint 🗺

Look, by this point you probably know that there’s one main thing you need if you want to build your digital empire and create endless opportunities for yourself online:

Attention.

Yes… attention. That thing you’re giving me right now as you read this sentence.

Alex Hormozi put it best when he said:

“Attention is the new oil.”

Because whether you want to build a personal brand or simply get people interested in what you have to say, both require that you grab the attention of your audience… and then keep it.

So how exactly can you capture attention and use it to build not only a following, but also grow your bank account at the same time?

The best way is through creating valuable content online.

And lucky for you, today I’m sharing the only three types of content you need to capture, keep, and monetize your audience’s attention ↓

Growth Content 📈

Growth content is exactly what it sounds like. It’s any type of content meant to help you and your ideas grow quickly.

What type of things fall under growth content, you might ask?

• Hot takes
• Questions
• One-liners

Think back to the last viral TikTok you watched or the latest tweet you commented on.

Chances are, it went viral for a reason and you commented on it for a reason.

Because it was meant to create engagement.

And we all know how the social algos work. The more engagement or shares something gets, the more likely it is to be shared and seen by even more people.

Because social media wants as many people to stay on their platforms for as long as possible.

Here’s an example of a growth tweet I recently posted:

See how I ended it with an engaging question to spark conversation? Yeah, that was intentional.

But while growth content like this can get you followers more quickly, it doesn’t quite build the trust you need to turn readers into buyers.

That’s why the second pillar of content you see people posting is…

Authority Content 🤝

Authority content is anything meant to showcase your credibility or expertise on a specific topic.

It’s usually educational content that makes your audience think:

“Dang, this guy (or gal) knows what they’re talking about. They’re someone I could learn from.”

Sure, the short one-liners you see might get more likes and shares.

But authority content builds something shorter-form content can’t:

Trust.

And that, my friend, is an invaluable asset you need if you want to become known for a specific topic.

Think things like…

• Case studies
• Educational threads
• Authority-backed stories

Here’s an example of a Twitter thread I recently wrote that displays my authority and expertise:

But while authority content like this might get you some leads and build trust with your audience, it still lacks that special something you need to become irreplaceable.

Which is where the third content pillar comes into play…

Personality Content 🤪

Remember, it’s called a “personal brand” for a reason.

No matter what your skills and results are, there are thousands of other people out there who have the same exact ones as you (many times, they’re even better!).

So how do you stand out in a sea of crowded fish?

By showcasing your personality.

What makes you unique? What makes you different? What do you like? What stories do you have that others don’t? What are your interests that other people would also be interested in?

People might trust you because of your authority and expertise.

But if you really want to show people how you’re different, you have to be sharing the things about you that make you… well, you!

Anyone can copy your content or ideas. But nobody can replicate your stories and experiences.

Here’s an example of a long-form story that showcases my personality and who I am as a person:

Now I know for a fact that nobody else has that same experience, perspective, or story as me.

Putting It All Together 🧩

And that’s that…

If you create all growth content, you might have a huge audience but nobody to sell to.

If you create all authority content, you might have people to sell to but nobody who actually knows and likes you (as much).

And if you create all personality content, people might like you but they won’t know who the heck you are or why they should work with you!

That’s why you gotta have the right mix of each.

• Growth content for the top of your funnel
• Personality content for the middle of your funnel
• And authority content for the bottom of your funnel

Now, disclaimer here…

I still haven’t completely figured out social media growth. I’m no guru and I don’t have millions (or even thousands) of followers like some other folks.

But what I do know is that creating content in each of these pillars hasn’t only led to more opportunities and connections for myself, but it’s also been a heck of a lot more fun to create!

And if you want to stay in it for the long run, having fun is essential.

Right, now for this week’s action steps ↓

This Week’s Action Steps 🐾

This week’s action steps are pretty simple. Follow the below questions and thoughts to create one piece of growth, authority, and personality content:

1. What’s an opinion you want to hear from others? Do you have a hot take you know others will disagree with? Don’t be afraid to share it! Create a piece of content around that thing and see what reactions it gets.
   

2. Think of all your skills and experiences. What are you better at than most other people? Create a piece of content (writing, video, podcast, doesn’t matter) around that thing to showcase your expertise.
   

3. Think back on a memorable story or experience that comes to your mind. What lesson can you take away from it? Are there any unique things about you or personal interests you know others would find fascinating? Create a piece of content around one of these that showcases who you are as a person.

This Week’s Top Quote 🗯

This Week’s Top Hits 🤙🏼

• Tweet: The highest version fo yourself (this hits hard)
  

• Podcast: Ashley Richmond - Fitness, Stoicism, and Online Business
  

• Book: I Don’t Want to Grow Up - Life, Liberty, and Happiness Without a Career (I just finished reading this book and I can’t recommend it enough)
  

• Song: Coachella - Sammy Rash

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