Connection Content – Stay Top-of-Mind Without Burning Out
- Stephen Proctor
- May 15
- 4 min read
Let’s be honest—trying to stay “active” on every platform all the time is exhausting. And for most mission-driven businesses and nonprofits, it’s not sustainable. You’ve got a world to save, you don’t have time to mess around.
But there’s good news: You don’t have to post 10 times a day to stay connected. You just need to show up consistently and meaningfully.
That’s where Connection Content comes in.
What Is Connection Content?
Connection content is the heartbeat of your content strategy. It’s the stuff that reminds your audience, “Hey, we’re still here—and we’re still for you.” It doesn’t need to go viral. It’s not meant to sell. It’s designed to maintain trust, build community, and keep your voice in the room.
This kind of content makes you feel present—even when you're not actively launching something.
When done right, connection content makes people feel like they know you. And when people feel like they know you, they’re far more likely to engage, refer, donate, or buy.
Seven Types of Connection Content
These formats vary a lot in tone and complexity, but they all share one thing in common: they build relationship through repetition.
Here’s the lineup:
Email Newsletter
Podcast
Vlog
Recurring Comic Strip
Digital Magazine
Print Newsletter
Discussion Forum (Facebook Group, Discord, etc.)
Each one offers a different way to stay visible, nurture your audience, and show up consistently—without relying on constant novelty.
Let’s look at a few of these in more detail.
✉️ Email Newsletter – The Highest Trust Channel You’re Probably Ignoring
Your email list is the only channel you own. And when done well, a newsletter becomes a conversation—not just a megaphone.
You don’t need to write a novel every month. A simple roundup of updates, reflections, tips, or behind-the-scenes thoughts can go a long way. You can also repurpose blog content for your newsletter!
Why it works: People check email more consistently than social media. If someone’s on your list, they’ve already said they want to hear from you. Don’t waste that opportunity.
🎙️ Podcast – Teach, Share, Invite Deeper Thinking
Podcasts are a powerful way to create longer-form, value-driven content that fits into people’s lives. Your audience can listen while they commute, cook, or go for a walk. And you don’t have to go solo—interviews and panel formats work great too. You don’t need to make the top 10 on Spotify to matter, you just need to provide value to your audience.
Why it works: Podcast listeners feel like they know you. Your voice builds trust in a way that no static post can replicate.
🎨 Recurring Comic Strip – Bite-Sized Stories With a Ton of Personality
Yes, comics. Think “Garfield,” “Blondie,” and “Calvin and Hobbes. “Comic strips are an underrated way to communicate values, ideas, or experiences in a visual, emotionally resonant format. They’re quick to consume and great for recurring engagement—especially on platforms where humor or heart drives sharing. They’re also a great opportunity to connect with local artists!
Why it works: People remember characters. They follow stories. A comic strip becomes a recurring touchpoint that builds familiarity and brand identity over time.
💬 Discussion Forums – Build a Community, Not Just an Audience
Whether it’s a Facebook group, a Discord server, a Subreddit or a private LinkedIn group, forums allow you to build a space where your audience can engage with each other—not just you. You become a facilitator of meaningful conversations, not just a content machine.
Why it works:
Connection content isn’t just about what you say. It’s about how you invite people to participate. Forums create a shared space around your mission.
Access all 21 types of Content Blocks
Want the Full Breakdown?
This is just one of the three core content clusters I’ll be exploring in this series. Want the full list of 21 content types—plus examples and how they work?
Download the free guide: “Content Blocks: 21 Types of Content That Build Trust, Connection, and Results”
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Why This Content Matters
You can’t always be in campaign mode. You can’t always be launching something new.
Connection content fills in the space between the big pushes. It keeps the relationship warm. It creates momentum. It’s what turns casual followers into loyal advocates.
And just like foundational content, connection content is a smart investment—because you can reuse, recycle, and repurpose it into other formats with ease.
Follow Along for More!
This week, I’m sharing daily Outcome Maps—best-use scenarios that show how different businesses and organizations use connection content to grow their communities.
Next week: we’ll dig into Campaign Content—the tools that spark momentum and get people to act.
In the meantime: Follow me on Facebook for this week’s Outcome Maps—real-world examples of how strategic content gets real results.
Ready for more? You can access my ebook: "Content Blocks: 21 Types of Content That Build Trust, Connection, and Results" right now completely for FREE. No email form, no maze of links, just click or tap the button below and it'll take you to a PDF in my Google Drive that you can read online, download to your device, and share with anyone who might find it useful.
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