The 3 Types of Content Every Heart-Centered Business Needs
Building a brand today can sometimes feel overwhelming, especially when it seems like everyone else is chasing trends, counting followers, or celebrating viral moments. But if there’s anything I’ve learned through my own work, it’s that real connection doesn’t depend on numbers. It depends on creating content that feels true to who you are and speaks to the people you’re meant to serve.
I’ve experienced this firsthand. Even with a small audience, some of our most aligned clients have shared that our content made them feel seen, understood, and supported. And that’s the heart of it. It’s not about how far your content travels; it’s about how deeply it lands.
In this post, we’re exploring three types of content that can help you build meaningful connections and grow your business in a way that feels aligned, intentional, and lasting. Whether you’re sharing through your blog, website, podcast, email list, or social media, these are the pieces that create a foundation for sustainable growth, rooted in trust and value, not surface-level tactics.
When you approach content creation through the lens of connection and value, everything shifts. Instead of feeling like you’re constantly chasing attention, you start creating from a place of purpose. You’re not speaking into the void; you’re speaking to the people who need to hear from you.
While every business and every platform is different, most magnetic, trust-building brands create a balance of three key types of content. Each serves a different purpose, but together, they build a business rooted in real relationships, not just the appearance of being seen.
Let’s start with the first and most essential type: Connection Content.
1. Connection Content
Connection content invites people into your world. It’s the space where you build trust, share your humanity, and create an emotional bridge between you and your audience.
This type of content isn’t about showcasing expertise or promoting offers. It’s about letting people experience the heart behind your work: what drives you, what you believe in, and how you show up for the people you’re here to serve. It could be a story shared on your blog, a moment of reflection on your podcast, a glimpse into your creative process, or a simple post that speaks to your values.
The goal isn’t to be perfect. It’s to be real. It’s about showing up in a way that feels honest, warm, and relatable—the kind of presence that naturally draws the right people in.
A few ideas for creating connection content:
Share a personal turning point that shaped your business journey
Offer a behind-the-scenes look at how you create or serve your clients
Reflect on a lesson you’re still learning (not just one you’ve mastered)
Talk about a value you hold deeply and how it shows up in your work
Invite your audience into your day with a “morning routine” or “day in the life” post
2. Authority Content
Authority content is where you share your knowledge, experience, and perspective in a way that builds trust and positions you as a guide for your audience. It’s not about being the loudest voice in the room or trying to impress people with credentials. It's about showing that you understand your audience’s challenges and that you have real solutions, insights, or wisdom that can help them move forward.
This type of content educates, informs, or shifts the way your audience thinks about something they care about. It offers clarity in a sea of noise. It makes your audience feel more empowered, more capable, and more supported simply by engaging with what you share.
Authority content might look like a blog post that offers practical tips, a podcast episode where you break down a common misconception in your industry, an educational carousel on Instagram, or a guide on your website that walks your audience through a process they find overwhelming.
When you create with the intention to serve and support, not just to showcase expertise, your authority becomes magnetic. People feel your depth, your care, and your credibility without you ever having to "prove" it.
A few ideas for creating authority content:
Write a blog post answering a question your clients ask all the time
Create a short how-to video or tutorial related to your service
Share a podcast episode that explains a key concept or process you teach
Break down a common myth or misunderstanding in your field
Offer a simple framework, checklist, or guide your audience can put into action
Tip:
Don’t be afraid to share your knowledge generously. Sometimes there’s a fear that if you give too much away, people won’t need your services. But the opposite is often true. The more value you offer upfront, the more trust you build. When you help someone experience a win—even a small one—they’re more likely to feel connected, confident, and excited to work with you when they’re ready.
3. Invitation Content
Invitation content is where you gently guide your audience to take the next step with you. It’s not about pushing or pressuring. It’s about offering an opportunity—a clear, thoughtful invitation that supports them in deepening their journey with your brand.
After building connection and establishing trust through value-driven content, it’s important to show people how they can continue working with you or learning from you. Your audience wants to know what’s possible. A strong, warm invitation helps them see the path forward.
Invitation content can take many forms: a blog post that leads into an offer for a free resource, a podcast episode that invites listeners to join your email list, an Instagram post that points people toward your services, or a website page that makes it easy to book a consultation.
The key is to keep your invitations clear, easy to follow, and aligned with the relationship you’ve been nurturing. When done thoughtfully, your audience will feel like you're offering something for them, not asking something from them.
A few things to keep in mind when creating invitation content:
Keep your calls to action clear and simple. One next step is often better than several.
Use language that feels true to you—warm, helpful, and welcoming.
Tie your invitation back to the value you’ve already offered, so it feels like a natural extension.
Don’t be afraid to repeat your invitations across different platforms. Consistency builds trust.
And most of all, don’t hold back. The more generously you share what’s possible, the more likely the right people will want to take the next step.
Focus on the Right People, Not the Most People
Creating content that attracts and converts isn’t about keeping up or trying to be everywhere at once. It’s about showing up with intention, clarity, and care.
When you focus on building connection, offering real value, and extending thoughtful invitations, you create a brand experience that feels natural and trustworthy for both you and the people you’re here to serve.
It’s also important to remember: you don’t need a massive audience to make an impact. Some of the most meaningful growth happens when the right people find your work and feel genuinely connected to it. Going viral might bring a surge of attention, but it doesn’t guarantee that the right eyes are on your content—or that the connection will last.
What matters most is building a brand that resonates deeply with the people you are meant to serve, whether that’s a handful of clients or a growing community.
Whether you're sharing through your blog, website, podcast, email list, or social media, each piece of content becomes part of the larger conversation you’re having with your audience—a conversation rooted in trust, relationship, and meaning.
As you move forward, ask yourself:
Which type of content could I lean into a little more right now—connection, authority, or invitation?
Small shifts can make a powerful difference. Start where you are, and trust that the right people will feel it.
✨ I hope this gives you a little encouragement to keep building with intention, even when it feels slow or unseen.
Here's to creating with heart, trusting the process, and tending to the vision that's calling you forward.
With love and light– Pamela
