Social media has evolved dramatically, and what worked even a few years ago simply doesn’t cut it anymore. After watching Adam Erhart’s recent video on content strategy, I’m convinced most businesses are only using about 20% of what actually works on today’s platforms. That’s a massive 80% opportunity gap between what most people are doing and what actually moves the needle.
As someone who’s spent years helping businesses build their online presence, I’ve seen firsthand how frustrating it can be when your content gets ignored while competitors seem to explode overnight. The truth is, algorithms, attention spans, and user expectations have all shifted dramatically.
The social media landscape isn’t just changing—it’s already changed. And unless you adapt your strategy accordingly, you’ll continue to struggle while others thrive.
The Five Content Types That Actually Work
What impressed me about Erhart’s approach is how he’s distilled effective social media content down to five specific types that not only get views but build trust, generate sales, and create loyal fans. Let me break these down with my own insights added:
1. Core Content: Share Your Philosophy
Core content revolves around your personal or business philosophy—what you believe, why you believe it, and why it matters. This isn’t just about stating your mission; it’s about connecting with your audience through shared values.
I’ve found that when you’re authentic about your beliefs, you naturally attract people who align with your vision. You can express these values directly or weave them subtly into your content by showing aspects of your life and work environment.
For example, I often share glimpses of my workspace, books I’m reading, or tools I use. These seemingly small details actually communicate volumes about who I am and what I value. Your personal story—why you started your business and why you continue—creates powerful connections with your audience.
2. Contrarian Content: Challenge the Status Quo
This might be my favorite type. Contrarian content challenges industry norms and explains why the “accepted way” of doing things is wrong. It’s not about being controversial for the sake of it—it’s about offering a fresh perspective backed by experience.
The most engaging content often comes from taking a stand against conventional wisdom. In my experience, people are drawn to those brave enough to question established practices, especially when you can articulate why the alternative is better.
For instance, I’ve long advocated that businesses don’t need to be on every social platform—they just need to be excellent on the few where their customers actually hang out. This contrarian view cuts against the “be everywhere” advice that dominates marketing discussions.
3. Consult Content: Show How It’s Done
This is your classic how-to content that provides clear, actionable value. While it’s technically demanding (you need to know your stuff well enough to teach it), it’s emotionally easier to create because you can focus on the information rather than yourself.
I spent years creating primarily this type of content, and while it worked reasonably well, my channels only truly took off when I started incorporating more of my personality. The lesson? Blend your expertise with your unique perspective for maximum impact.
4. Case Study Content: Let Results Speak
Case studies, testimonials, and client success stories allow your work to speak for itself. This content is powerful because it’s not you saying how great you are—it’s others vouching for you.
Some effective formats include:
- Before-and-after transformation stories
- Specific results achieved for clients (with numbers when possible)
- Video testimonials showing real people sharing their experiences
- Screenshots of positive feedback or reviews
I’ve found that authentic case studies build credibility faster than almost any other content type. They provide social proof that your solutions actually work in the real world.
5. Conversion Content: Turn Content Into Cash
This is where many businesses go wrong. Some bombard their audience with constant sales pitches, while others provide endless value but never actually ask for the sale. The sweet spot lies somewhere in between.
Effective conversion content makes a clear ask, but only after you’ve built trust through the other content types. Whether you’re asking people to make a purchase, join your email list, or schedule a call, conversion content is essential for turning followers into customers.
I’ve learned that timing is everything with conversion content. Ask too early, and you’ll push people away. Ask after providing genuine value, and they’ll be much more receptive.
Finding Your Content Balance
The key to making this five-part strategy work is balance. You need all five types in your content mix, though the exact ratio will depend on your business, audience, and goals.
Start by auditing your current content. Which of these five types are you using regularly? Which are missing? In my experience, most businesses overindex on one or two types while completely neglecting others.
Remember that social media success isn’t about posting more—it’s about posting with purpose. Each piece of content should fit into one of these five categories and serve a specific role in your overall strategy.
By implementing this framework, you’ll stop wasting time on content that doesn’t work and start creating posts that actually build your business. The social media landscape may have changed, but with the right approach, you can still cut through the noise and connect with your ideal customers.
