The Four Types of Content
If you're a service business trying to grow on Instagram, it can feel overwhelming to figure out what to post and why. Most business owners end up posting random content, hoping something eventually works.
Instead, we use a simple content framework built around four core types of content — designed to move someone from discovering you → trusting you → eventually becoming a client.
The Framework at a Glance
Each type serves a different purpose in your marketing funnel. These are the four types of content we use for ourselves and for every client we work with.
🎠 Carousels
Nurture your existing audience with multi-slide posts
🎬 B-Roll Content
Simple footage + text overlays for efficient growth
🎙️ Talking Head
Build authority and trust by speaking to camera
📖 Storytelling
Narratives that create emotional connection
A Few Things To Understand First
Before we dive into the four types of content, here are some key terms you'll need to know:
Static Post
A post that is a still image.
Reel
A post that uses a video format.
Followers
The people who follow your Instagram account.
Non-Followers
The people who do not follow your Instagram account (i.e., most of the world).
More Key Terms
Trial Reel
An Instagram beta feature that allows you to post video content to ONLY your non-followers. If you desire, you can then "release" that post to your followers.
Captions
The text that someone can read alongside your post.
Text Hook
These are words on the image/video itself. They are meant to draw your viewer in with a type of headline.
Visual Hook
This is the hook that would stop someone from scrolling away. Something visually engaging.
Audio Hook
This is the sound that people hear that would stop the scroll. It could be a sound effect or someone saying something that makes people stop scrolling.
Type 1
Carousels
Carousels are multi-slide posts designed to communicate an idea quickly and clearly. They can be static posts or video posts.
These posts are great for nurturing your existing audience, since it mainly goes out to your followers. If you do a video version, you can post it as a trial reel to go to your non-followers first.
Carousels
Twitter/X Style Carousels
What They Are
These resemble viral Twitter threads. They typically use bold statements, strong hooks, and simple text to communicate an idea across several slides.
This can be one image or it can be multiple slides.

How They Work
Each slide expands on the idea step-by-step, pulling the reader through a narrative using short, punchy statements.

Best For
Bold ideas, strong opinions, and step-by-step breakdowns that reward the viewer for swiping through.
Carousels
Minimalistic Carousels
These use very simple design elements with a focus on clarity and readability. They work well for sharing quick insights or frameworks.
Minimalistic carousels typically contain:
Large Text
The message is front and center — no distractions.
Simple Backgrounds
Clean, uncluttered visuals that let the words breathe.
Short Statements
Each slide delivers one clear, digestible idea.
Carousels
Quote & Personal Story Carousels
Quote Carousels
These highlight a powerful quote or insight related to your niche.
"Most businesses quit content before it ever starts working."
Quote carousels are often highly shareable because they are easy to understand and resonate emotionally with viewers.
Personal Story Carousels
These walk the audience through a personal experience, lesson, or transformation. Instead of teaching directly, they tell a story that leads to a takeaway.
"How posting consistently for 90 days changed my business."
Stories build connection and relatability with your audience.
Type 2
B-Roll Content
B-roll content is one of the simplest and most effective formats for Instagram growth.
B-roll refers to simple footage of everyday moments combined with text overlays that deliver the message. These typically sit anywhere from 5–10 seconds.
The video itself doesn't carry the message — the text on screen does. This makes B-roll content extremely efficient because you can film a lot of footage quickly and reuse it for many posts.
B-Roll Content
Examples of B-Roll Footage
You don't need fancy equipment or elaborate setups. Here are common B-roll moments you can capture:
Walking with your phone
Casual, relatable movement that feels authentic.
Typing on your laptop
Shows you're working and in your element.
Sitting in a coffee shop
A familiar, everyday environment viewers connect with.
Filming content
Behind-the-scenes of your content creation process.
Working in your office
Establishes your professional environment.
B-Roll Content
Lead Generation & Story B-Roll
Lead Generation B-Roll
This type of content is designed to turn viewers into leads, usually in the form of commenting a keyword that triggers an automation.
"Comment 'TRAINING' and I'll send you the system we use to create 90 days of content."
Story B-Roll
This format tells a short narrative through text. Often, we use voice over narration accompanied by simple B-Roll footage.
"I used to think posting daily was the only way to grow…"
Story-based B-roll helps viewers relate to your experience.
B-Roll Content
Motivational, Virality & Clickbait B-Roll
Motivational B-Roll
Motivational content inspires the viewer and connects to common struggles.
"Most business owners quit content too early."
Virality B-Roll
These posts are designed primarily to reach new audiences. They often include bold statements, contrarian opinions, and surprising insights.
"Your video at 200 views can be more valuable than the one at 200,000."
Clickbait B-Roll
These posts use curiosity and strong hooks to encourage viewers to keep watching.
"Most businesses are asking the wrong question about social media."
B-Roll Content
Top-of-Funnel B-Roll (TOF)
Top-of-funnel content introduces new audiences to your perspective or philosophy. This type of content attracts people who might be outside of your niche, but at the same time casts a wide enough net to attract people inside.
"How busy business owners create 3 months of content in a few hours."
TOF content is your first impression — it's how strangers become followers.
Type 3
Talking Head Content
Talking head content is when you speak directly to the camera and share insights, advice, or experiences.
This format is powerful because viewers can see your personality, hear your tone, and connect with you directly. Talking head videos are often used to build authority and trust.

These videos typically do not go viral — but they are essential for converting warm audiences into clients.
Talking Head Content
Lead Generation & Authority Talking Head
Lead Generation Talking Head
These videos invite viewers to take the next step, such as downloading a resource or booking a call.
"Comment 'TRAINING' and I'll send you the system we use with our clients."
Authority Talking Head
These videos share your expertise, perspective, or insights.
"Not every video is supposed to go viral."
Authority content positions you as someone who understands the industry — building credibility with every view.
Talking Head Content
Clips, Q&A & Podcast Style Content
Clips
Short clips taken from longer conversations or recordings — including interviews, podcast clips, and behind-the-scenes conversations. These feel more natural and conversational.
Q&A Content
Answer common questions your audience has.
"Should businesses focus on YouTube or Instagram?"
This format directly addresses audience curiosity.
Podcast Style Content
These are longer-form explanations that break down an idea or concept.
"Why a video with 200 views can be more valuable than one with 200,000."
Podcast-style content allows you to go deeper into your thinking.
Type 4
Storytelling Content
Storytelling content focuses on narratives instead of instruction.
Rather than teaching directly, storytelling content allows the audience to see themselves in the story.
Stories are one of the most powerful ways to build trust and emotional connection.
Storytelling Content
Personal Story & Social Proof
Personal Story
Share your own experiences, lessons, or challenges.
"How I learned that posting daily wasn't the solution."
Personal stories make you relatable and human to your audience.
Social Proof
Showcase results, testimonials, or client wins.
"How this client generated 30 leads using simple content."
Social proof builds credibility — letting your results speak for themselves.
Storytelling Content
Niche-Related & Mass Market Stories
Niche-Related Stories
These stories relate specifically to the struggles or experiences within your industry.
"A mistake most salon owners make when starting content."
Niche stories speak directly to your ideal client's world.
Mass Market Stories
These stories connect to broader human experiences that almost anyone can relate to. Think world-news, celebrities, and hot-topics that can transition into your niche.
Mass market stories tend to perform well because they appeal to a wide audience.
The Full Content Map
Here's a complete overview of all four content types and their subtypes:
Why You Need All Four Types of Content
Most business owners struggle with content because they don't know what type of content they should be making. This framework helps simplify the process.
Instead of guessing what to post, you can create content within these four categories and begin to understand what attracts attention, what builds authority, and what generates leads.
Every Successful Strategy Uses All Four
Instead of guessing what to post, you can create content within these four categories and begin to understand:
What attracts attention
B-Roll and storytelling content pull in new viewers who've never heard of you.
What builds authority
Talking head and carousel content position you as the expert in your space.
What generates leads
Lead generation formats across all four types convert viewers into real business opportunities.

Every successful content strategy uses a mix of these four types of content.
Want a Free, Personalized Content Strategy?
Now that you understand the types of content and their subtypes, the next step is finding the balance for your account of each type.
If you'd like help understanding & creating your content mix, for a limited time, Miles will be holding FREE 30 minute strategy sessions.
Schedule your strategy session today by using this link and finding a time that best fits your schedule:
Book Your Free Strategy Session
Your Content Strategy Starts Now
You now have the complete framework. Here's a quick recap of everything covered:
Carousels
Multi-slide posts — Twitter/X Style, Minimalistic, Quote, and Personal Story formats — great for nurturing your existing audience.
B-Roll Content
Simple footage + text overlays — Lead Gen, Story, Motivational, Virality, Clickbait, and TOF — efficient and highly reusable.
Talking Head Content
Speak directly to camera — Lead Gen, Authority, Clips, Q&A, and Podcast Style — builds trust and positions you as an expert.
Storytelling Content
Narrative-driven posts — Personal Story, Social Proof, Niche-Related, and Mass Market — creates emotional connection and credibility.
Use all four types together and you'll have a content strategy that attracts, nurtures, and converts — consistently.