Why Authority and Conversion Content Should Be Your North Star in 2025
As AI previews dominate search results and 61% of B2B buyers prefer a rep-free journey, your content has to work harder—often before a buyer ever clicks. In this landscape, complexity kills. Simplicity scales.
That’s why a framework from B2B marketer Pierre Herubel recently caught my eye. He breaks content into just two categories:
- Authority Content, which builds trust and discoverability
- Conversion Content, which turns that attention into pipeline
His core message? “If you’re an early-stage B2B business ($0 to $1M), you need a simple strategy.” – Pierre Herubel
And he’s right. When algorithms change daily, AI can spin out a thousand blog posts, and marketing budgets face new scrutiny—clarity wins. Simplicity doesn’t mean basic. It means faster execution, better alignment, and more measurable results.
This post breaks down how the Authority vs. Conversion framework works, how to apply it at different stages of growth, and why leading marketers are leaning into it right now.
What is the Authority vs. Conversion Content Framework?
At a glance:
| Authority Content | Conversion Content |
|---|---|
| Builds trust and awareness | Drives sales and accelerates buying |
| Thought leadership, social posts, podcasts | Product pages, demo videos, case studies |
| Goal: Make you the go-to expert | Goal: Make you the clear solution |
The beauty is in its simplicity:
- Authority content nurtures long-term interest and brand equity.
- Conversion content captures demand and drives revenue.
When you map your content across this journey, you stop guessing and start aligning with how real buyers make decisions.
Why This Works: Insights from the Experts
1. B2B Buyers Now Control the Journey
According to Gartner’s 2024 B2B Buying Journey Report: “77% of B2B buyers say their last purchase was very complex or difficult.” And yet, 43% of buyers prefer a rep-free purchase experience (Gartner, 2023). That means your content is your best sales rep—and it needs to do both jobs:
- Build familiarity and trust before buyers raise their hands
- Support, persuade, and convert once they’re in the pipeline
2. Content Isn’t Just Marketing—It’s Enablement
McKinsey’s research shows that companies that excel at sales enablement grow 2–3x faster than those that don’t. And that starts with arming both your buyers and your sales team with high-impact content:
- Product one-pagers
- ROI calculators
- Objection-handling videos
- Competitive battlecards
These fall squarely into the “conversion content” category—but they often get built last, not first. That’s a miss.
3. Trust Still Wins—Even in AI-Generated Markets
As Edelman’s Trust Barometer consistently finds: “Brands that lead with expertise and consistent thought leadership are more likely to win long-term loyalty.”
In a noisy landscape, authority content is your differentiator. It’s how you lead conversations, shape buying criteria, and show up in your customers’ minds before they even think about comparison shopping.
Let’s Break It Down: What Each Content Type Does
Authority Content: Build Trust and Affinity
Goals:
Formats:
Pro Tip: Install a fast feedback loop: Use tools like LinkedIn Polls, SparkToro, or even a simple Slack community to test what resonates. Iterate quickly, repurpose often.
“Authority is earned over time through consistency, clarity, and helpfulness.” – Andy Crestodina, Orbit Media
Conversion Content: Capture Demand and Close Deals
Goals:
Formats:
Pro Tip: Map conversion content directly to your customer journey. Interview your sales team. Review CRM notes. Identify key drop-off points and build content to patch the gaps.
“Most companies don’t need more content. They need the right content at the right time.” – April Dunford, Obviously Awesome
How to Use This Framework at Different Growth Stages
Pre-Product/Pre-Revenue
Early-Stage ($0–$1M)
Scaling ($1M–$10M+)
Final Takeaway: Simple Doesn’t Mean Basic
There’s power in simplicity. Pierre Herubel’s visual may look clean and straightforward—but when executed with intention, this 2-content framework:
- Aligns your team
- Speeds up execution
- Cuts the noise
- And ultimately, drives both trust and pipeline
So don’t overcomplicate your B2B content strategy. Start with authority. Layer in conversion. Then rinse, optimize, and repeat.
Thanks to Pierre Herubel for the original visual inspiration. You can follow his work here.
If you’re rethinking your content strategy for 2025 and want to build a roadmap that balances brand building with revenue impact—we’d love to chat.
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Marketer, Board Director, and Lifelong student. Inspired by humble leadership, teamwork, and a well-told story. Alison Napolitano is a seasoned leader with over 17 years of experience driving brand growth and revenue in the tech sector. With a background spanning agencies, EdTech, and Cybersecurity, AI Security she brings proven expertise in product, growth, content, brand, paid media, SEO, and integrated marketing strategies. As Director of Digital Marketing at Young Marketing Consulting, Alison crafts strategies that fuel growth and elevate brands. Previously, she led impactful marketing initiatives at CodeSecure, an application security testing and cybersecurity firm, and 2U Inc., a global leader in education technology, and honed her skills at agencies like Domain7 (now Versett).
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