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Takeaways
- There are three main ways to create content: leading, discovering, and reporting.
- Each path helps you deliver value in a way that works for your strengths and credibility.
- You don’t have to stick to just one path; combining them often works best.
- Choosing the wrong approach can damage how your audience perceives you.
- The right content path makes it easier to build trust and drive action.
Reading time: 5 minutes
Why content strategy matters for us
Let’s be honest, creating content can feel like one more thing pulling at your time. If you’re like me, you’re juggling a million priorities, so the idea of sitting down to create content can be overwhelming. But here’s the thing: the right content can be one of the simplest ways to build trust and establish yourself (and your business) as the go-to resource in your space.
The challenge? It’s easy to create content that doesn’t land. I’ve learned that choosing the right approach is the difference between creating noise and actually connecting with your audience. That’s where these three content paths come in: leading, discovering, and reporting.
I’m going to walk you through each one so you can see how they work, and more importantly, how to use them in a way that makes sense for where you are right now.
Path 1: Leading your audience as the expert
Leading is when you position yourself as the expert, and it’s a great fit when you already have deep knowledge or experience in a specific area. It’s about stepping up and saying, “Here’s what works, and here’s why.”
For example, I’ve led by sharing proven frameworks and strategies that I know deliver results. Maybe for you, that’s breaking down how you scaled your startup, grew your revenue, or built a killer team culture. The key here is to leverage your expertise to guide your audience toward solutions they’re looking for.
But let me tell you, leading only works when you have the knowledge to back it up. If you try to lead without that credibility, your audience will see right through it. That doesn’t mean you need to know everything, but it does mean being honest about where you truly have the experience to provide value.
Path 2: Discovering alongside your audience
Sometimes, I don’t have all the answers, and that’s okay. That’s when I shift into discovery mode. Discovering is about being open, curious, and willing to say, “I’m figuring this out too, but here’s what I’m learning.”
This approach works well when I’m diving into new territory and sharing my journey along the way. For example, when I was exploring new tools for automating parts of my business, I shared what I was trying, what worked, and what didn’t.
The beauty of this path is that it’s relatable. Your audience doesn’t expect you to have everything figured out; they just want you to be honest and take them along for the ride. If you’re exploring something that your audience wants to learn about, discovery can be a powerful way to connect with them.
Path 3: Reporting on behalf of your audience
I don’t always need to be the expert, and I don’t always need to be learning alongside my audience. Sometimes, I find it’s more valuable to do the research, gather insights, and package it all in a way that’s easy for my audience to digest. That’s what reporting is all about.
For example, I’ve reported on industry trends by analyzing data, summarizing key findings, or even pulling insights from interviews with experts. Think of it like being the person who filters through all the noise and delivers the highlights.
If you’re already tapped into your industry or have access to great information, reporting can be a great way to provide value without needing to create everything from scratch. It’s about showing your audience you’re a trusted resource for staying informed.
How I decide which path to use
Here’s the good news: you don’t have to lock yourself into one of these paths. In fact, I’ve found that using all three at different times works best. It’s really about matching the right path to your strengths and your audience’s needs.
When I’m confident in my expertise, I lead. When I’m exploring something new, I discover. And when I know my audience needs clear, reliable insights, I report. The trick is to ask yourself: “What does my audience need from me right now, and what’s the best way for me to deliver it?”
What happens when you get this right
When you choose the right content path, it’s like everything clicks. Your audience starts to see you as someone they can trust. They’ll come back to you, not because you’re shouting the loudest, but because you’re giving them something valuable.
But when you pick the wrong path, it can have the opposite effect. Trying to lead without expertise? You’ll lose credibility. Reporting without depth? You might come across as surface-level. That’s why taking the time to match your approach to your situation matters so much.
Where to start
If you’re not sure where to begin, start by asking yourself a few simple questions:
- What’s something I know deeply and can confidently lead on?
- What’s something I’m curious about that my audience would love to learn alongside me?
- What’s something my audience needs, but doesn’t have time to research on their own?
Once you’ve answered those, you’ll have a clear direction for your next piece of content. And remember, you can always mix and match.
Creating content doesn’t have to feel overwhelming. When you focus on leading, discovering, or reporting, you’ll naturally create content that connects with your audience, and helps you build the trust that drives your business forward.
Whenever you’re ready, here are two ways I can help you:
- We handle LinkedIn for you: You’re busy. We get it. That’s why we take LinkedIn off your plate entirely. From creating content to managing outreach, we drive visibility, build authority, and fill your pipeline with qualified opportunities, so you can focus on growing your business.
- Get Flow: The AI Tool for LinkedIn like no other. No time to write posts? Flow converts your ideas into high-performing LinkedIn content in just 60 seconds. Built with a proven strategy, it’s like having a content team in your pocket, helping you grow your audience, drive traffic, and generate demand without lifting a finger.