Building a content path from trust to conversion

Most creators have this backwards. They're chasing views and subscribers, hoping they'll magically become clients. But after analyzing over 10,000 videos across 150+ channels, I realized something profound: YouTube success is about viewer intent. Last month, I worked with a founder who had 87K subscribers but was only making $12K monthly. She was creating "viral content" instead of strategic content. When I shared my systems with her, everything shifted. Here's what I learned about building in public through strategic YouTube content: 1. Foundation First Build genuine authority by teaching what you know deeply. This creates the trust foundation that turns viewers into clients. When you share knowledge transparently, you become the obvious choice for implementation. Your expertise becomes undeniable when demonstrated consistently. People trust those who teach before they sell. 2. Solution Showcasing Demonstrate your expertise through real problem-solving. People hire those who prove their value transparently. Your public work becomes your most powerful sales tool without feeling salesy. Live problem-solving builds immediate credibility and rapport. Prospects see exactly what working with you would look like. 3. System Transparency Share your actual methodology and frameworks openly. Building in public creates magnetic attraction to your process. 4. Transformation Stories Show real before/after results from your work. Transparency about outcomes builds unshakeable credibility. Success stories create emotional connection and logical proof. Other founders see themselves in your client transformations. 5. Strategic Bridge Building Use clear CTAs that guide viewers toward next steps. Every piece of content should have a purpose beyond views. 6. Value Ladder Creation Design a clear path from free content to paid services. Building in public means showing the entire journey. 7. Intent-Based Content Target purchase-intent keywords that your ideal clients search for. Strategic transparency attracts ready-to-buy audiences. 8. The PVT Formula Address specific problems, validate your understanding, then reveal your transformation approach. This converts 273% better than standard tutorial content. This is about creating beautiful, systemized, and impactful brands together. When you build your expertise in public through strategic YouTube content, you create multiple conversion opportunities while establishing deep trust. We 10X'd her revenue within 90 days using fewer videos but with clear strategic intent behind each one. The future belongs to those brave enough to build their systems in public. It starts with sharing your methodology transparently. __ Enjoy this? ♻️ Repost it to your network and follow Matt Gray for more. Want help applying this in your business? DM me ‘Blueprint’ and let’s chat. Only for founders ready to scale.

Yesterday, I reviewed the content of a founder who wanted to attract more inbound B2B leads through LinkedIn. They were posting consistently— but with zero conversions for the past 3 months. My first reaction: you don’t have a content consistency problem. You have a content psychology problem. Here’s what I mean: They were sharing great insights. But not in the language a founder thinks, speaks, or buys in. No founder is waiting to read your 5 content tips. They do care about this though: → 𝗪𝗵𝘆 𝘆𝗼𝘂𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝘁𝗲𝗮𝗺 𝗶𝘀 𝗺𝗮𝗸𝗶𝗻𝗴 𝘆𝗼𝘂 𝗶𝗻𝘃𝗶𝘀𝗶𝗯𝗹𝗲 𝘁𝗼 𝗯𝘂𝘆𝗲𝗿𝘀. So I showed them 3 types of psychology-first posts that actually convert in B2B: → 𝗣𝗿𝗼𝗯𝗹𝗲𝗺-𝗳𝗶𝗿𝘀𝘁, 𝗻𝗼𝘁 𝗳𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸-𝗳𝗶𝗿𝘀𝘁. Instead of “How to build content funnels,” say “You built a content funnel, but forgot the buyer.” → 𝗙𝗼𝘂𝗻𝗱𝗲𝗿-𝗳𝗮𝗰𝗶𝗻𝗴 𝗽𝗵𝗿𝗮𝘀𝗶𝗻𝗴. Not “audience clarity” but “Why your ICP isn’t even seeing your content.” → 𝗠𝗲𝗻𝘁𝗮𝗹 𝗺𝗼𝗱𝗲𝗹 𝗳𝗹𝗶𝗽𝗽𝗶𝗻𝗴. Like: “Content doesn’t build trust. Proof does. Content only carries it.” The founder instantly got it. We rewrote just one post, using these exact shifts— and it brought 11 qualified comments and 3 demo requests. 𝗛𝗲𝗿𝗲’𝘀 𝗺𝘆 𝗵𝗼𝗻𝗲𝘀𝘁 𝗮𝗱𝘃𝗶𝗰𝗲: If you’re creating B2B content for founders, you don’t need to educate. You need to mirror their thinking back to them—better than they’ve said it themselves. Because B2B founders don’t chase content. They chase clarity. And when your content sounds like how they already think, They trust you without even knowing why. 𝗣.𝗦. This is how I’ve helped B2B creators build trust that actually converts. 👉 𝗙𝗼𝗹𝗹𝗼𝘄 𝗦𝗵𝗿𝗮𝗱𝗱𝗵𝗮 for more B2B content strategies that convert with clarity.

Why Your Content Gets Views But No Business? Ever posted something that went viral, racked up thousands of likes, comments, and shares—only to see zero results for your business? It’s frustrating, right? Here’s why it happens: Viral content and converting content are NOT the same. Viral Content: ✅ Grabs attention ✅ Entertains or sparks emotions ✅ Gets people to react But it often lacks strategy. Converting Content: ✅ Builds trust ✅ Solves a problem for your target audience ✅ Drives action toward your offer The Difference?  Viral content is about broad visibility. Converting content is about intentional, targeted impact. Here’s how to create content that drives business: 1️⃣ Speak to Your Ideal Audience ➡️ Instead of trying to please everyone, tailor your content to your dream client or customer. ➡️ Example: A skincare brand could write, “5 skincare myths that are secretly damaging sensitive skin,” instead of “5 general tips for great skin.” 2️⃣ Solve Specific Problems ➡️ Identify the pain points of your audience and offer actionable solutions. ➡️ Example: A post that says, “Struggling to write cold emails that get replies? Here’s a 3-step template,” will attract leads more than vague advice about communication. 3️⃣ Include a Clear Call-to-Action (CTA) ➡️ End every post with ONE clear next step. ➡️ Example: “Want a full guide on this? DM me with ‘EMAIL’ and I’ll send it to you!” 4️⃣ Leverage Authority with Proof ➡️ Share case studies, testimonials, or real-world examples of your work. ➡️ Example: “We helped a small e-commerce brand grow sales by 40% in 3 months with this strategy.” 5️⃣ Stay Consistent with Value ➡️ Build trust over time by showing up regularly with insights your audience can use. ➡️ Example: Weekly tips, before-and-after results, or answering FAQs in your niche. Framework for Converting Content: 👉🏻Hook: Grab attention with a relatable or intriguing line. 👉🏻Problem: Call out a specific pain point. 👉🏻Solution: Share actionable advice or a unique insight. 👉🏻Proof: Back it up with examples or results. 👉🏻CTA: Tell them what to do next. ♻️ Repost to help your network turn views into results.

Most founders don’t have a content problem. They have a positioning problem. They keep promoting what they sell →Features →Creatives →Offers But here's the hard truth: People don’t follow products. They follow perspectives. If you're a founder constantly talking about what you do but not why it matters, you're not building thought leadership. You're broadcasting brochures. So, how do you shift from product promoter to industry voice in just 90 days? You stop posting randomly and start sharing strategically. Here’s how we do it in 3 focused sprints: ✅ Month 1: Find your voice Clarify your core themes Define your POV on the category Audit past posts, buyer objections, and market conversations ✅ Month 2: Build a system Create a 3C Content Framework: Clarity, Content, Conversation Develop a post bank across 4 zones: story, insight, case, opinion Blend personal context with each topic ✅ Month 3 onwards: Show up with consistency Post 2–3x/week with intention Join key industry conversations Repurpose content into pitch decks, founder notes, and newsletters The result? You're no longer just selling. You're leading. Your content starts attracting the right partners, media, investors, and clients because they see you as someone who shapes the space. Not just someone who ships a product. And that’s how trust compounds. If you're ready to build your founder brand with a system, don't hesitate to DM me. This is what we do every day. P.S. No, you won’t magically start getting orders. And anyone who promises that is fooling you. But the trust and credibility you build? That’s what helps you convert faster when the time is right. #personalbranding #thoughtleadership

"Why Buy the Cow When You Can Get the Milk for Free?" is a horrible mindset... when it comes to building your business Too many worry that sharing too much insight upfront will eliminate clients’ need to hire them. But, in reality, holding back does more harm than good. Here’s why giving value freely brings clients to you. Building Trust, Not Dependence Clients pay for more than knowledge; they want unique insights and tailored guidance. Sharing valuable information builds trust, not dependence. By freely offering actionable insights, you establish yourself as a knowledgeable and generous expert—qualities clients remember. Action Step: Share part of your process, like a checklist or framework that solves a specific problem. This builds initial trust and allows you to filter in for your ideal client. 1) Information Isn’t Implementation Clients don’t just want information—they want your expertise in applying it to their unique challenges. They seek transformation. Offering valuable information lets clients experience your approach while highlighting their missing personalized support. -> Action Step: Host a webinar on a common issue, then share case studies that showcase your hands-on impact. 2) Free Value Creates Bridges to Paid Services When clients experience your expertise they are more likely to seek your deeper guidance. Giving valuable insights for free builds familiarity with your methods, making the transition to paid services natural. -> Action Step: End each piece of content with a call to action—invite clients to connect or share a success story. 3) “Free” Expands Your Reach and Credibility Freely sharing expertise increases your visibility. As your content circulates, it introduces you to new clients. This isn’t lost revenue—it’s marketing. -> Action Step: Encourage sharing in your posts to boost reach and credibility. 4) The More You Give, the Stronger Your Brand “Why buy the cow” suggests that giving devalues your work. The opposite is true in consulting: the more you share, the more clients see you as a go-to expert. People remember the problem-solvers. -> Action Step: Consistently publish content that answers questions and offers solutions. In Consulting, Giving is Selling By freely offering value, you aren’t “giving away the milk”—you’re showing potential clients why you’re the right partner. Clients aren’t buying your information; they’re investing in your ability to deliver tailored solutions and guide them through challenges. Generosity is your best brand-building tool.

A wellness founder from a newly launched DTC brand (funded, team of 8, no in-house content lead) booked a strategy call with me. Before we even talked about deliverables, she asked: “If we started tomorrow, what would you change in my content strategy?” I gave her 3 simple changes: no fluff, no 50-page proposal. 6 weeks later: ✅ 2x increase in organic website traffic ✅ 30+ new email subscribers from blog CTAs ✅ 3 inbound sales inquiries from readers who found her brand through blog posts No paid ads. No agency retainer. No new hires. Just an intentional strategy that turned her blog from “nice to have” → growth channel. Here’s what we fixed 👇 ➤ 1. Stop chasing traffic. Start capturing intent. Before: She was blogging about trending wellness topics with no SEO strategy. After: We built a content funnel: → 80% evergreen, 20% seasonal blogs → Each post aligned with a buyer's pain point → Every blog ended with 1 clear CTA (newsletter, product, quiz) Result: Her post on "gut health rituals" ranked in 3 weeks and brought in leads organically. ➤ 2. Treat your blog like a product, not a diary. Before: Each post sounded different: some educational, others personal rants. No format. No direction. After: We used my 5-part high-converting blog framework: → Hook → Problem → Solution → Social proof → CTA Now? Every post feels like her brand, builds trust, and guides the reader somewhere. Result: 45% boost in average time on page + blog conversions tripled. ➤ 3. Repurpose like it’s your job. Before: She was writing 1 post a week, then moving on to the next. After: We guided her social media team to turn each blog into: → 1 Instagram carousel → 1 email newsletter → 1 LinkedIn post → 1 Pinterest graphic Result: Her January blog drove the social media content calendar for the whole month, across 4 platforms. Wellness founders often believe blogs are slow or outdated. But when done right, they: ✅ Build long-term traffic ✅ Create trust on autopilot ✅ Drive leads without ad spend You don’t need 20 blogs a month. You need the right 4. If this is exactly what you're trying to do with your blog, I'm just a DM away!

In B2B SaaS, authority = trust. And in SEO, trust is built through high-quality backlinks and thought leadership. If Google (and your buyers) see you as an industry leader, your rankings and conversions will follow. Here's how to build real authority: Create link-worthy content—if it’s valuable, people will share it. ✅ Original Research: Publish proprietary data, industry benchmarks, or exclusive insights. ✅ In-Depth Case Studies: Show how your product delivers real results for customers. ✅ Thought Leadership Articles: Offer fresh takes on industry challenges, not recycled content. Earn backlinks from high-authority sources. ✅ Get featured on industry blogs, media outlets, and comparison sites. ✅ Leverage guest posting, expert roundups, and digital PR. Position your brand as an industry leader. ✅ Speak at conferences, contribute to major publications, and actively engage on LinkedIn. Authority isn’t built overnight, but with the right strategy, you become the go-to source in your space—and Google will reward you for it.

“Content isn’t the problem. The system is.” That’s why most founders fail at LinkedIn. They don’t lack ideas. They just don’t have a system to capture and scale them. Here’s what usually happens: → You have no time to share insights → Your team posts generic content with no real POV → Agencies create fluff that sounds like AI wrote it The result? → Thought leadership that doesn’t lead → Content that doesn’t convert → A public presence that doesn’t match your company’s value The root cause? No system. No system to - collect - repurpose - distribute real expertise → Smart ideas die in Slack threads → Sales calls get recorded and forgotten → Marketing, CS, and product insights live in silos And when internal thinking isn’t turned into external messaging? You get posts that feel... soulless. And content that doesn't move the needle. Here’s what actually works (and what we help you build): 🧠 Insight Engine → Weekly founder/leadership interviews → Record & store CS/sales calls → Save decks, webinars, podcasts → Centralize everything in an AI-powered knowledge base 🎯 Content Engine → Turn rants into POV posts → Customer calls into carousels → Webinars into infographics → Podcasts into short-form clips → Build repeatable formats that scale without sounding robotic 💬 Social Selling Engine → Track who’s engaging (and filter by ICP) → DM warm leads referencing what they liked → Share deeper value content → Route context-rich leads to sales The mindset shift founders need: Stop asking: “What should we post this week?” Start asking: “What content builds trust with buyers?” When you build trust, you earn influence. And influence = revenue. — At Content Path, we help founders and B2B teams turn internal insights into content that converts. Done-for-you LinkedIn ghostwriting & design for B2B businesses. Want a custom LinkedIn strategy for your business? → DM “Path” to book a free 30-min call with our team.

Here's why your content isn't converting into clients. You're missing the perfect content distribution formula. This morning I'm sharing my 30-60-10 content formula. That means when you create content, you distribute your efforts strategically to build trust before you sell. Here's how it breaks down: ❤️ 30% Light-Hearted Content: ↳ Share your personal journey ↳ Behind-the-scenes moments ↳ Lifestyle and life-oriented posts 💡 This builds relatability and shows your human side. 💡 The goal is to make people want to follow your story. ❤️ 60% Educational Content: ↳ Teach your audience something valuable ↳ Share industry knowledge and insights ↳ Help them feel educated and empowered 💡 This establishes you as the go-to expert. 💡 The goal is to position yourself as their trusted thought leader. ❤️ 10% Bottom Funnel: ↳ Promote your services ↳ Share case studies ↳ Offer discovery calls 💡 This converts your built trust into business. 💡 The goal is to turn followers into paying clients. The system isn't perfect. It won't work for everyone immediately. But it's a proven start. This aligns with my mission of building authentic relationships. Not just chasing followers. Regardless of your industry. I hope this helps you create content that converts. Instead of content that just gets likes ❤️ Tell me, which part of this formula do you struggle with most? Let's discuss and learn from each other 🤝 P.s. ✍🏻 I am Benjamin Loh, CSP, a strategic growth coach and consultant who has taught over 65,000 leaders in over 20 global cities and constructed some of the leading icons (TOT, Award Winners) in the financial industry in Asia through the power of authentic storytelling and authority building. 💪 Follow me for personal brand and growth insights. #contentstrategy #personalbranding #socialmediatips #linkedInstrategy #onlinepresence