What should I create content about?

Question

Efri Dereje · Accepted Answer

Content that connects builds trust. Content that sells drives action. You need both. Most people pick one. That is the mistake. Connectors do not sell. Sellers do not connect. Connect first, then sell. If you only sell, no one listens. If you only connect, no one buys. The ratio is not fixed. But you should always know which one you are posting and why.

Create content about the overlap between what your audience cares about, what you know enough to say something useful about, and what you want to be associated with.

A good content strategy does not begin with "What can I post today?" It begins with "What problems, questions and ideas do I want people to connect with me over time?" But there is a second layer most people miss. There are two kinds of content, and they do different jobs.

Content that connects Content that sells Job Builds trust Drives action What it does Makes people feel seen. Reveals how you think. Gives. Moves people toward a decision. Handles objections. Asks. Example 1 A mistake you made and what it taught you A customer's before and after, with numbers Example 2 An opinion most people in your industry avoid A post that handles the number one objection Example 3 How you think through a problem What you do, who it's for, and what it costs Turns Strangers into followers, followers into fans Fans into customers

If you only connect.. People like you but do not buy. You are a friend, not a vendor. Add sell content regularly. Every fourth or fifth post should invite action. "If you want help with this, here is the next step."

If you only sell.. People scroll past. You are a billboard, not a human. Lead with value. Share a story. Take a position. Give people a reason to care before you ask them to buy.

The ratio.. Most people say 80/20. 80% value, 20% sell. That is a safe starting point. But the real answer is: connect until they trust you, then sell until they buy, then connect again. It is a rhythm. Not a formula.

The best content topics are the ideas you can keep saying something meaningful about without running out of yourself. And they are the ideas that connect people to you before they ever consider buying.