As of writing this article, there are over 4 million podcasts with over 7.2 billion minutes of content. More than 500 hours of video content was being uploaded to YouTube every minute. It would take more than 19,000 years to read all the articles that currently exist online.
So, does the world really need more content? Maybe not if you’re just looking at the numbers. Does it need better content? I’d say so. Specifically, the world needs your content. The videos, posts, and articles that share your true expertise and point-of-view while actually connecting with the people you want to reach.
By the way, if the word ‘expertise’ makes you cringe a little, just think of it as ‘that thing you know really well and can talk about without checking your notes’ – because sometimes the most powerful expertise isn’t what’s on your resume, but what you’ve figured out through experience that others could learn from.
After working with hundreds of creative entrepreneurs and purposeful businesses, plus our own experience in creating articles, recording podcasts, and filming video, we’ve discovered that the most effective content sits precisely at the intersection of what you know, how you communicate, and what your audience needs.
Effective Content = Knowledge + Voice + Audience Needs
It’s not just about producing more blog posts, videos, or social media updates – it’s about creating content that authentically positions you as the expert you already are.
When brands struggle with content, it’s typically because they’re missing one of these critical components. Either they’re sharing knowledge without personality, speaking with a distinctive voice but lacking substance, or focusing too much on audience trends without bringing their unique perspective to the table.
So, let’s break down how these three elements work together to create content that doesn’t just fill space, but actively builds your reputation as the go-to person in your field.
The Brand Content Equation
1. Knowledge: What do you genuinely know and can speak about with authority?
- Technical skills and capabilities
- Industry experience and insights
- Methodologies and processes you’ve developed
- Results you’ve consistently achieved
2. Voice: How do you communicate your knowledge?
- Communication style and tone
- Perspective and point of view
- Values and beliefs that inform your approach
- Language choices that reflect your brand personality
3. Audience Needs: What is your target audience seeking?
- Problems they’re trying to solve
- Questions they frequently ask
- Knowledge gaps they’re looking to fill
- Aspirations and goals they want to achieve
The Formula in Action
The formula works by finding the sweet spot where these three elements intersect:
Effective Brand Content = Knowledge + Voice + Audience Needs
This means:
• Content must draw from what you genuinely know (not just what’s trending)
• It must be expressed in your authentic voice (not generic jargon or industry speak)
• It must directly address what your audience truly needs (or what they think they need)
Your content will fall flat or ring insincere when any one element is missing:
• Knowledge without personality = dry, academic content that doesn’t engage
• Voice without knowledge = entertaining but all style and no substance
• Audience focus without knowledge or voice = generic, forgettable content that isn’t actually in service to anyone at all
Applying the Formula
For each piece of content you create, ask:
- Is this based on expertise I genuinely possess? Include stories or anecdotes that demonstrate your experience rather than just stating credentials.
- Does this reflect my authentic voice and perspective? Does it sound like something you would say out loud or face-to-face with a dream client?
- Does this directly address a need my audience has expressed? Engage with your audience and listen to how they express their needs and problems in their words. Show them that you’re listening by reflecting what you’ve heard back to them in your content.
When all three questions receive a “yes,” you’ve created content that effectively positions your expertise and strengthens your brand.
In turn, you’ll find that when you successfully apply this content equation you will:
• Generate qualified leads rather than just traffic
• Receive more engagement from your ideal clients
• Your content will get shared within relevant communities
• Position yourself as the go-to person for specific problems or outcomes
• Create brand recognition and a reputation for what you want to be known for
If you find yourself struggling to articulate your expertise in a way that feels authentic, we’re here to help. At Braid Creative, we work with entrepreneurs, small businesses, and multi-layered organizations to develop brand messaging and positioning that genuinely reflects who you are and what you offer. Contact us to learn more >
If you prefer a self-guided approach, our Braid Method Workbook provides practical brand exercises to help you find clarity on your own terms.
