What Kind of Content Should I Post?

Let’s be real — this question haunts every business owner at some point.

You sit down to post and think:

“Should I share a tip? A testimonial? A photo of my coffee?”

The truth?
You don’t need to post everything.
You need to post with purpose.

Here’s what we tell our clients in Windsor, Hamilton, Detroit, and Toronto: your content should do one (or more) of the following:

• Attract new people

• Build trust

• Prompt action

Let’s walk through the 5 core types of content that actually move the needle.

1. Educational Content (Position You as the Expert)

Teach something your audience doesn’t know — but needs to.

• Quick how-to’s or tutorials

• Common myths or mistakes

• Tips related to your service or industry

• FAQs you get all the time

This is huge for service businesses in Windsor and Hamilton.
People want to feel informed before they reach out.

2. Connection Content (Build Trust and Relatability)

Share your story.
Show behind-the-scenes.
Let your values and personality shine.

Examples:

• Why you started your business

• What you believe about your industry

• Mistakes you’ve made and learned from

• A day-in-the-life post

This is especially powerful in Toronto or Detroit, where competition is high — and people buy from brands that feel human.

3. Authority Content (Proof You Know Your Stuff)

This is where you show results, not just talk about them.

Examples:

• Client wins

• Before/after transformations

• Testimonials or case studies

• Thought-leadership content (opinions, bold takes)

If you want to stand out in a saturated space — this is your edge.

4. Promotional Content (Tell Them What to Buy)

Yes, you do need to sell.

Promotional content doesn’t have to be pushy — it just needs to be clear.

Examples:

• Offer breakdowns

• How to work with you

• What’s included in your service

• Limited-time promos or booking deadlines

Especially in Windsor or Hamilton, people won’t ask questions if they don’t know what’s available. Make it easy.

5. Engagement Content (Spark Conversation)

Prompt interaction through stories, polls, or questions.

Examples:

• “This or that?”

• “What’s your biggest struggle with ___?”

• “If you could wave a magic wand and fix one thing in your business, what would it be?”

This works well on Instagram Stories and LinkedIn to warm up cold audiences.

What We Recommend at Buttered Branding

We help businesses across Windsor, Toronto, Hamilton, and Detroit create pillar-based content systems that rotate between these 5 types — so you always know what to post, and why it matters.

You don’t need to post every day.
You just need content that’s intentional, strategic, and aligned with what you’re selling.

We build systems that do that for you — so content isn’t a guessing game anymore.

Want to Know Exactly What You Should Be Posting Based on Your Brand?

Book a discovery call and we’ll help you map out a custom content plan that speaks to your audience, fits your schedule, and drives results.