The Three Types of Content Every Business Needs

Not All Content Is the Same

I'm going to give you three types of content that you should be posting to get business expansion and do well with your marketing. Because here's something you'll discover the moment you start posting on social media: not all content is the same. Even with a solid following, even with people who always engage with you, some content will perform completely differently than other content. That's part of the game.

And if you post exclusively content that pitches your products and services, you're going to become irrelevant. Especially in this era of social media, which runs heavily on interests. Facebook, Instagram, TikTok, LinkedIn, YouTube, all of them are going to feed people whatever they're interested in the most. So you need a strategy that includes all three types of content.

Some content gets attention. Some content generates trust, what I call authority content, establishing yourself as an expert. And some content gets people to take action. You can't focus on just one. When you combine all three correctly, marketing starts working, and this is where the magic really happens. Attention produces trust, which leads to action. It's the magical formula of content.

Type One: Attention-Grabbing Content

This content helps people discover you. Its job is simple: get people to stop scrolling. They don't know you yet. They don't know if you can provide value or if they should give you time. You're battling for the most important thing they could possibly give you, their attention.

How do you execute on this? Relatable moments. A quick day-in-the-life. Behind-the-scenes. A funny or frustrating situation people in your space deal with. A short opinion. Raw videos, literally pulling your phone out, recording, and posting unedited, unfiltered. Those videos are very effective at capturing attention because they make people say, that's so true, I love that. It makes you relatable. It makes you real. It makes you human.

Let me tell you about my father, Frank Suarez, who was a content king. This is an individual who made thousands of long-form videos for YouTube. I had him go around the world with a little microphone that cost me twenty dollars on Amazon. He'd keep it in his pocket, plug it into his phone at a Starbucks or a coffee place, and record himself ordering his favorite matcha tea, sharing his opinions and the science-backed reasons he loved it. Vertical content, off the cuff, unscripted. Those videos performed so well because they were attention-grabbing and they were a day in the life of Frank Suarez. People love that content.

And here's the thing: my father was not a social media guy. He would never open Facebook and spend time scrolling. But he understood his audience was there, and if he wanted to help people, he had to get in front of them. Important: attention by itself will not create customers. But it creates curiosity. It gets people interested in your world, and that builds with time. It has a snowball effect.

Type Two: Authority Content

Trust is what creates customers, and this is where authority comes in. People trust those who know more than they do. They start trusting people they see over and over with results, with evidence, leading by example. This content shows people two things: you understand the subject, and you can actually help them.

With my father, we built a lot of authority. We generated millions of subscribers and produced billions of views of education that clearly established him as an authority on the subject of the metabolism and the body.

Look at my own example. I wouldn't be making content about marketing if I didn't dominate marketing myself. You know what I did first? I dominated marketing. I walked that talk. I built several businesses, six, seven, eight, even nine-figure businesses, with a lot of great people. Now I feel confident enough to be on camera talking about marketing, because I learned the subject really well and I can pass on some of my knowledge to you.

Authority content looks like explaining how something works step by step. Answering the questions people ask you across social media. Teaching a simple method people can follow. This is where people start thinking, this person knows what they're talking about. Why does it matter so much? It builds trust. Trust creates credibility. Credibility creates demand. Without this type of content, you're just another voice online, and there are a lot of those voices out there.

Type Three: Conversion Content

Now the third step: conversion content. This is where you invite people to take the next step. But only after you've built the attention and established the authority. Now you can get these people to buy your product. This content makes people think, I want help with this. I'm ready to get help.

You can tell a story showing someone else's result. I can point to companies I built from the ground up: a company that does medical scans, another that generates leads for roofing and building repairs, e-commerce physical product brands. Countless stories I covered in my book Marketing Magic of people who applied my marketing philosophy. Only after I've delivered enough attention and enough authority content can I actually invite you to become a client of my agency.

Here's a live example. You might know Cesar Millan, the original host of the Dog Whisperer show. He's incredible, a unicorn in this world. He does thousands of publications every single month on social media, and I know because my organization does that for him. We do a lot of content that raises interest and helps people, then a lot of content that establishes his authority as the best dog behaviorist in the world. And now I'm able to sell our dog supplement brand, Better Dog Supplements by Cesar Millan. Videos of Cesar using the products for his own animals and explaining why they're valuable. It's a journey of content that never stops: attention, authority, then conversion.

You can also do demonstrations of a product or service, or an invitation to work with you or attend an event. Those things put together are how the marketing engine really starts booming.

The Mistake That Kills Businesses

Here's a warning. The mistake most businesses make is they only post conversion content. Buy this. Book now. Limited time offer. They assume that because their product is so amazing, people should feel grateful they ran into that ad. You cannot have entitlement. In today's social media era, it doesn't matter how amazing your service or product is. If it's amazing, that helps you skyrocket even faster, but marketing is not always about who has the most amazing product.

Want an example? Think about McDonald's. Do they have the best burger in the world? Absolutely not. But they know how to market that product at scale and in volume, and they've done an incredible job of it worldwide. The best product does not always win. The best marketing always does. Now, if you want to grow long-term, make sure you also have an incredible product that people can fight for.

So do not just post conversion content. If you do, your business will not make it, and that's not an investment worthwhile. Do all three forms of content, consistently and actively, and watch yourself boom. Become a great content creator with a great personal brand and a brand that really helps and impacts the lives of millions of people across the world.