Stop Posting More. Start Posting Smarter.
Posting every day isn’t a content strategy. It’s a coping mechanism. If your plan is just “post more,” you don’t need more ideas, you need structure.
Here’s the 4-bucket system we use to build feeds that actually do something. Not just fill space.
4 Content Buckets That Actually Drive Results
Bucket 1: Authority (aka: “They know their stuff”)
This content builds trust before anyone ever hits inquire/book/buy. It answers the questions people haven’t even asked yet and positions you as the expert worth following.
Content Ideas:
“3 mistakes people make when…”
Quick tips, how-tos, FAQ-style posts
Behind-the-scenes process (“how we do it”)
Goal: Make people feel smarter because they follow you.
Bucket 2: Proof (aka: “Show me it works”)
It’s not bragging if it’s backed by results. If you want people to take action, you need to show them what’s possible with you.
Content Ideas:
Before & afters
Testimonials (with context!)
Mini case studies or “here’s what changed after we…”
Metrics, outcomes, screenshots, receipts
Goal: Make people believe you.
Bucket 3: Connection (aka: “Oh, I like them”)
This is where you get real. Not random memes — but human moments that give people a reason to root for your brand.
Content Ideas:
Founder or team POVs
“Why we do it” stories (short + specific)
Community collabs or shoutouts
Your values, in action
Goal: Make people feel something.
Bucket 4: Conversion (aka: “Here’s how to work with us”)
Yes, you can (and should) sell. Just do it clearly. Help people take the next step with confidence.
Content Ideas:
Limited-time promos
What-you-get breakdowns
Booking prompts, product callouts
Free downloads, lead magnets
Goal: Make it easy to say yes.
One Simple Rule, Four Content Buckets, Better Results
Every month, your content should cover all four:
Authority (teach)
Proof (validate)
Connection (humanize)
Conversion (drive action)
When you hit all four buckets consistently, you don’t need to post every day.
That’s what we call posting with purpose.