The Three Types of Content Your Audience Actually Needs (You're Probably Only Doing One)

Let me guess what your content calendar looks like:

Event announcements. Program updates. Team spotlights. Maybe a motivational quote. Repeat.

You're posting consistently. You're staying on brand. You're checking the box.

And your audience is... politely ignoring you.

Here's why: You're only creating one type of content.

And that one type—no matter how well you execute it—can't do the full job of building trust, creating belief, and driving action.

Think of it like trying to build a house with only a hammer. The hammer isn't the problem. The problem is you need a saw, a drill, and a level too.

Your content strategy needs three distinct types of content, each doing a different job.

Most organizations are stuck creating only one. The successful ones? They master all three.

Reality Check: Why "Just Posting" Doesn't Work

Most organizations approach content creation like this:

Monday brain: What should we post about today?
Answer: We have an event coming up. Let's post about that.

Wednesday brain: What should we post about today?
Answer: It's been a while since we highlighted a team member. Let's do that.

Friday brain: What should we post about today?
Answer: I saw this quote that fits our mission. Let's share it.

This isn't strategy. It's random content generation based on what's convenient.

And here's what happens:

You're Stuck in "Announcement Mode"

90% of your content falls into one category: telling people what's happening.

• Our event is next week

• Registration is open

• We hit a milestone

• We won an award

• Meet our new team member

• Here's what we're doing

This is transactional content. It serves you, not your audience.

It answers the question: "What do we need to tell people?"

It doesn't answer: "What does our audience need to believe, understand, or feel?"

The Problem with Only Creating One Type of Content:

You're asking people to act without giving them a reason to care.

• You announce an event, but you haven't shown them why it matters

• You ask for donations, but you haven't proven impact

• You promote a program, but you haven't built desire

• You share a success story, but it feels like bragging instead of proof

You're skipping steps.

And when you skip steps in the trust-building process, people scroll past—not because they don't care about your mission, but because you haven't given them enough to care yet.

Reframe: The Three Types of Content Framework

Every piece of content you create should fall into one of three categories:

1. Awareness Content – Helps people recognize themselves and the problem

2. Authority Content – Builds trust in your expertise and approach

3. Action Content – Drives specific outcomes (applications, attendance, donations, inquiries)

Most organizations only create #3.

They're constantly asking for action without building awareness or authority first.

And then they wonder why no one responds.

Type 1: Awareness Content

Purpose: Help your audience recognize themselves, their challenges, or their needs

The job this content does:

• Makes people stop scrolling because they feel seen

• Surfaces problems they didn't know had a name

• Reframes how they think about their situation

• Creates the "oh, that's me" moment

This is NOT about you. It's about your audience.

What Awareness Content Looks Like:

For an athletic program:

• "The question every recruit is asking but won't say out loud: 'Will I actually play here, or am I just a backup plan?'"

• "Three signs you're being recruited for your stats, not your potential"

• "What it actually feels like to choose the 'wrong' program and how to avoid it"

For a healthcare organization:

• "Why so many women avoid their annual checkup (it's not what you think)"

• "The question patients are afraid to ask their doctor: 'Will you actually listen to me?'"

• "Five things your doctor wants to tell you but doesn't have time for in a 7-minute appointment"

For a private school:

• "The moment every parent of a neurodiverse kid dreads: 'Your child would do better somewhere else'"

• "What it feels like to watch your bright kid shut down because school wasn't built for how they learn"

• "Three signs your child's school sees their differences as problems, not strengths"

For a B2B consulting firm:

• "The compliance change every CFO is worried about but hasn't had time to address"

• "Why your accounting firm keeps giving you generic advice (and what to do about it)"

• "Three signs your CPA doesn't actually understand your industry"

For a cultural institution:

• "Why so many people think museums 'aren't for them' (and whose fault that is)"

• "What it feels like to walk into a gallery and feel like you need a PhD to understand anything"

• "The invisible barriers that keep communities out of cultural spaces"

Why This Works:

Awareness content says: "I see you. I understand what you're going through. You're not alone in this."

This creates connection before you ever ask for anything.

It positions you as someone who gets it—which is the foundation of trust.

The Formula:

• Start with the feeling or fear

• Name the unspoken question or concern

• Validate the experience

• Reframe how they should think about it

• (Optional) Hint at a better way without pitching

Metrics That Matter:

• Saves and shares (people send this to others who need it)

• Comments saying "this is exactly how I feel"

• DMs from people saying "I didn't know other people experienced this"

• Time spent on page/post

You're NOT measuring conversions here. You're measuring resonance.

Type 2: Authority Content

Purpose: Build trust in your expertise, process, and point of view

The job this content does:

• Demonstrates you know what you're talking about

• Shows how you think differently

• Pulls back the curtain on your approach

• Provides value without requiring a purchase

This is about demonstrating competence and building credibility.

What Authority Content Looks Like:

For an athletic program:

• "How we evaluate recruits: the three things we look for that other programs miss"

• "Why we don't cut players mid-season (and what we do instead when someone's struggling)"

• "Behind the scenes: How our coaching staff prepares for every opponent"

For a healthcare organization:

• "The questions we ask in every first appointment (and why most clinics skip them)"

• "How we handle patients with complex medical histories—without rushing"

• "What 'patient-centered care' actually means in practice (not just on our website)"

For a private school:

• "How we design curriculum for kids who think differently"

• "What happens when a student is struggling: our intervention process, step by step"

• "The questions we ask parents in admissions (and what we're actually listening for)"

For a B2B consulting firm:

• "How we approach tax planning for manufacturers differently than retail companies"

• "The questions we ask before we ever recommend a strategy"

• "What we look for in financial statements that most accountants miss"

For a cultural institution:

• "How we decide what art to exhibit (and whose voices we prioritize)"

• "Behind the scenes: How we make our space more accessible without compromising the art"

• "The questions we ask before every new program: Who is this serving, and who are we missing?"

Why This Works:

Authority content says: "We know what we're doing. Here's proof. Here's how we think."

This moves people from "I like them" to "I trust them."

It shows competence without arrogance. It educates without overwhelming.

The Formula:

• Share your process, framework, or methodology

• Explain why you do things differently

• Give away valuable insights (don't gatekeep)

• Show your thinking, not just your results

• Use "we believe" statements to clarify your values

Metrics That Matter:

• People asking follow-up questions

• Requests for consultations or discovery calls

• Comments like "I've never seen it explained this way"

• Content being referenced by others in your industry

You're measuring credibility and thought leadership.

Type 3: Action Content

Purpose: Drive specific, measurable outcomes

The job this content does:

• Moves people from consideration to decision

• Creates urgency or scarcity

• Provides a clear next step

• Converts awareness and trust into action

This is the content that asks for something: apply, register, donate, attend, book a call.

What Action Content Looks Like:

For an athletic program:

• "Signing day is 3 weeks away. If you're still deciding, here's what you need to know."

• "We have 2 spots left in our 2025 class. Here's what happens next if you're interested."

• "Uncommitted seniors: The question you should ask every coach before you decide."

For a healthcare organization:

• "Open enrollment ends Friday. Here's how to choose a plan that actually covers what you need."

• "New patient appointments now available—here's what to expect in your first visit."

• "If you've been putting off that checkup, here's why this month is the time."

For a private school:

• "Spring enrollment is open. If your child isn't thriving where they are, let's talk."

• "Our last shadow day of the year is March 15. Here's how to know if it's worth attending."

• "Parents of rising 6th graders: The decision you make now shapes the next 7 years. Here's what to consider."

For a B2B consulting firm:

• "The compliance deadline is 60 days away. Here's your action plan if you haven't started."

• "Q1 tax planning closes this month. If you want to reduce your liability, here's what to do now."

• "We're taking on 3 new clients before year-end. Here's how to know if you're a fit."

For a cultural institution:

• "Our member drive ends this week—here's what you get (and what you make possible)."

• "Only 20 tickets left for opening night. If you're on the fence, here's what you should know."

• "Memberships just dropped 30% for the next 48 hours. Here's why now is the time."

Why This Works:

Action content says: "You know who we are. You trust what we do. Here's the next step."

This only works if you've built awareness and authority first.

If you skip straight to action content, it feels pushy. But if you've earned trust, action content feels like a natural invitation.

The Formula:

• Be clear about what you're asking for

• Create urgency (deadline, scarcity, timing)

• Remove friction (make the next step obvious)

• Address the final objection standing in the way

• Use social proof (others have done this and it worked)

Metrics That Matter:

• Click-through rate to landing page

• Applications, registrations, bookings submitted

• Calls scheduled, inquiries received

• Conversion rate from awareness → action

You're measuring business outcomes.

Strategic Insight: The Content Ratio That Actually Works

Here's the mistake most organizations make:

They create 80% action content, 15% awareness content, and 5% authority content.

Every post is asking for something. Attend this. Register here. Donate now. Apply today.

And they wonder why engagement is low and conversions are nonexistent.

The Ratio That Builds Momentum:

50% Awareness Content
30% Authority Content
20% Action Content

Why This Works:

Awareness content casts the widest net. It attracts people who didn't even know they needed you.

Authority content converts awareness into trust. It moves people from "I see them" to "I believe them."

Action content converts trust into outcomes. It turns belief into behavior.

You need all three working together.

What This Looks Like in Practice:

Let's map out a month of content for an athletic program:

Week 1: Awareness

• Monday: "The recruiting question no one tells you to ask"

• Wednesday: "What it feels like to be a 'backup option' recruit"

• Friday: "Three signs a program sees you as a stat, not a person"

Week 2: Authority

• Monday: "How we evaluate recruits: what we look for beyond the highlight reel"

• Wednesday: "Why we don't promise playing time—and what we promise instead"

• Friday: Case story: "How we helped an overlooked recruit become a team captain"

Week 3: Awareness + Authority

• Monday: "The moment most recruits realize they chose wrong (and how to avoid it)"

• Wednesday: "Behind the scenes: How our coaches prepare athletes for life after sports"

• Friday: "What 'player development' actually means here vs. other programs"

Week 4: Action

• Monday: "Signing day is 4 weeks away—here's what you need to know"

• Wednesday: "We have 3 spots left. If you're still undecided, let's talk."

• Friday: "Uncommitted seniors: DM us. We'll answer any question, no pressure."

Same number of posts. But now they're working together strategically.

• Weeks 1-3 build awareness and trust

• Week 4 asks for action—but the audience is primed and ready

The Before and After:

Before (All Action Content):

Post 1: "Apply today!"
Post 2: "Registration closes Friday!"
Post 3: "Don't miss out—spots are limited!"
Post 4: "Last chance to register!"

Result: People scroll past. They don't know you, trust you, or care yet.

After (50/30/20 Ratio):

Post 1 (Awareness): "The fear every recruit has but won't say out loud"
Post 2 (Awareness): "What it feels like to choose the wrong program"
Post 3 (Authority): "How we think about player development differently"
Post 4 (Authority): "Behind the scenes: Our recruiting philosophy"
Post 5 (Action): "We have 3 spots left—here's what happens next"

Result: People engage with posts 1-4 because they resonate. By post 5, they're ready to act.

What This Means for Your Organization

If you audit your last 20 posts and find that most are action content: event promotions, registration reminders, donation asks, you're skipping steps.

And skipping steps breaks trust.

Here's What to Do Instead:

Step 1: Audit your last 20 posts

Categorize each one:

• Awareness (helps audience see themselves)

• Authority (builds trust in your expertise)

• Action (asks for something specific)

If more than 50% are action content, you have a problem.

Step 2: Identify the awareness gaps

What does your audience struggle with that you're not addressing?

• What fears do they have?

• What questions do they ask in private but not in public?

• What misconceptions do they have about your space?

Create awareness content that surfaces and validates these.

Step 3: Build your authority

What do you know that others don't?

• What's your unique approach?

• What do you prioritize that others overlook?

• What insights have you gained from doing this work?

Create authority content that demonstrates competence without gatekeeping.

Step 4: Reframe your action content

Stop asking for action in a vacuum.

Before every action post, ask:

• Have we built enough awareness for this to resonate?

• Have we demonstrated enough authority for them to trust us?

• Is this the natural next step, or are we rushing them?

Only post action content when the foundation is built.

The Shift You Need to Make

Most organizations treat content like a megaphone:

We have something to say → We say it → Repeat.

But strategic content is a conversation:

• Awareness content: "I see you. I understand what you're going through."

• Authority content: "Here's how I think about this. Here's what I know."

• Action content: "Now that you see yourself and trust me, here's what's possible."

This is how you move people from stranger to supporter.

Not by shouting louder. But by meeting them where they are and walking them through the journey.

Invitation

If you're exhausted from posting action content that gets ignored, we can help.

We don't just create more content. We build content strategies that use all three types—awareness, authority, and action—to systematically move people from "Who is this?" to "Where do I sign up?"

Because the difference between random posts and strategic content? That's the difference between hoping for results and engineering them.

Let's build a content strategy that actually works.

Ready to audit your content and fix the gaps?