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Becoming the original source: How to create authentic, expert content

Harness unique expert perspectives to create authentic content with topical authority.

Tom Amitay - co-founder and CEO of Entail AI
By Tom Amitay
Colin Nass
Edited by Colin Nass
Jon Araten
Fact-check by Jonathan Araten

Updated February 27, 2024.

A graphic of a video created by a web developer, with an information card displaying some of his credentials.

According to a recent survey, 90% of consumers look to others' reviews and recommendations when deciding where to spend their money. As users place more trust in the opinions of subject-matter experts, influencers, and content creators, understanding the nuances of delivering unique personal perspectives is more important than ever.

In this guide, we'll take you through the challenges and core principles of successful content creation, provide insights into popular content types across platforms, and compare unique expert perspectives to alternative content creation methods.

What's in this guide

  • Common challenges of the modern content landscape
  • 3 core principles of successful content
  • Popular content types across platforms
  • Expert perspectives vs. other content

Common challenges of the modern content landscape

Modern content creation has taken several twists and turns. Knowing the potential challenges before you embark on your own content journey can help you better prepare.

The rise of generative AI technologies

There has been a massive uptick in the use of generative AI tools for diverse content-generation purposes. While this proliferation opens avenues for creativity, it raises concerns about content accuracy, quality, and originality.

An influx of competition online

AI tools have led to a surge of online content, given that now nearly anyone can create large amounts of content at virtually no cost.

With a daily increase in the average number of posts published online, competition for visibility and engagement has intensified significantly. Brands might need to overcompensate to ensure they stand out online.

A major attention shift towards social media

Content is king, and socials are the kingdom. This shift necessitates a different approach to content creation strategies. You want to create authentic, user-generated content (UGC) that resonates with your audiences without overspending.

» Are you an expert? You can monetize your expertise with social media videos.

3 core principles of successful content

Now that you have the challenges in mind, you need to know what successful content looks like. Let's examine the core principles you must understand to craft a successful content strategy.

1. Provide expert perspectives

People want unique experiences, fresh perspectives, and subject-matter expertise. Informed opinions and personal experiences resonate deeply with audiences and can lead to an increased conversion rate.

Establishing yourself as an authentic source means delivering informative and genuinely unique content that provides real value.

A mock-up of a mobile screen displaying an expert's profile information, in front of a blog post produced by the same expert, containing an embedded video with related information.

» Explore how experts offer superior content.

2. Share new information beyond entertainment

In such a saturated market, simply regurgitating information from other sources or creating content with AI poses a major risk. You want to ensure your brand is perceived as the original source of information.

You need fresh insights, opinions, tips, and best practices that offer more to your audience than mere entertainment value. Focus on delivering unique and valuable information to sustain your audience's interest and loyalty.

3. Optimize your content for each platform

Beyond being authentic, your content must match the format of your chosen publishing platform. Recognizing and adapting to the different native formats across platforms is essential for optimal engagement and resonance with diverse audiences.

Social media videos would be more appropriate on a platform such as TikTok. Images would be more appropriate on a Platform such as Pinterest. While videos and images can be used on both platforms, a large number of people on each platform prefer the specific content types mentioned.

Popular content types across platforms

Let's take a closer look at which content formats are best for improving SEO and posting on social media.

Content formats for SEO

  • Articles: Detailed content for various topics, aiming to provide value and attract organic traffic.
  • Q&A: Addressing common questions to enhance brand authority and improve search visibility.
  • Community forums: Spaces for open discussion, fostering community trust and audience engagement.
  • Thought-leadership content: Forward-thinking material to establish brand authority.
  • Reviews: Detailed assessments influencing purchasing decisions and online reputation.
  • Tutorials: Step-by-step guides demonstrating product usage or offering valuable information.
  • Comparisons: Evaluative content aiding customers in decision-making.
  • Alternatives: Showcasing alternative solutions to help users explore options.
  • Top 10: Lists highlighting top products or services to improve visibility.
  • Landing pages: Targeted pages to convert visitors into customers, often associated with specific marketing objectives.
  • E-commerce category pages: Optimized pages categorizing products for efficient navigation and improved search engine ranking.

» Explore the value of thought leadership content in the age of AI.

Content formats for social media

While there is certainly space for written media, video content is currently dominating the social media and marketing landscapes.

  • Interviews: Conversational video content featuring discussions with experts, influencers, or industry leaders.
  • Tutorials: Video guides demonstrating product usage or providing educational content in an engaging format.
  • Product reviews: Virtual assessments of products, providing a first-hand look and influencing potential buyers.
  • Product demos: Showcase product features and functionalities to enhance understanding and appeal.
  • Shorts/reels: Bite-sized, engaging videos tailored for short attention spans, often incorporating trends and challenges.
  • Exercise videos: Fitness-related content catering to health-conscious audiences.
  • Unboxing videos: Consumers share their excitement by showcasing the unboxing experience of products, building anticipation and trust.
  • Podcasts: Short clips from podcast episodes, offering an additional layer of engagement.
A mock-up of a mobile TikTok video interface showcasing a medical expert holding a pair of sneakers, with video brief details and a preview of the expert's profile visible next to it.

» Take advantage of the types of content still relevant in the age of AI.

Expert perspectives vs. other content

Unique expert perspectives

Getting insights from subject matter experts can provide valuable authenticity and unique perspectives that truly resonate with your audience. Content created using expert sources stands apart in its genuineness and ability to build trust. While finding the right experts can be challenging, the high quality and versatility of expert-generated content make it well worth the effort if executed strategically.


  • Real, authentic content
  • Fresh perspectives and expert opinions
  • Diverse applications
  • Highly scalable


  • Sourcing may be difficult

User-generated content

UGC is often more genuine and provides an unfiltered look into user experience and perception. While it works well with audiences looking to validate their purchase decisions, UGC is mostly product-focused, so the scope for diverse content is limited.


  • Authentic, trustworthy format


  • Limited application
  • Content diversity is limited

Actor-generated content

Actors provide flexibility to produce video or written content about products in diverse scenarios. However, disingenuous staged content generally lacks the authenticity that forges meaningful connections with audiences.


  • Offers more flexibility in content creation


  • May erode trust and alienate audiences
  • Lacks authenticity

AI-generated content

While AI-generated content might successfully imitate human writing, it often lacks in-depth insights. Using AI to create content means risking quality and credibility.


  • Fast and cost-effective


  • Often lacks depth and authenticity
  • Risks inaccuracies and credibility concerns

Homegrown content

Creating content in-house aligns well with your brand voice and messaging, but pouring already strained internal resources into content development often leads to mediocre, inefficient output.


  • Fits your brand's voice, values, and messaging


  • Resource-intensive
  • Often executed inefficiently

Agency content

Agencies provide efficient processes for scaling content production. However, the bureaucracy and excessive procedural approval requirements lead to slowly-produced, generic content that lacks authenticity despite high costs.


  • Handle large-scale content production efficiently


  • Requires high level of involvement
  • Slow delivery
  • Expensive, yet generic

Influencer content

Influencers build trust and credibility with engaged followers in their niche, which allows them to organically influence audience opinions and perceptions. However, scaling influencer content requires managing relationships with many creators and negotiating cost-effective partnerships. There is also the risk that influencers dilute your brand messaging.


  • Trusted by audiences


  • Brand often takes a backseat
  • Expensive to scale

» Want to share your expertise and build your personal brand? Become a creator.

Establish your brand as an authority with expert content

The resounding verdict is clear: authentic, unique expert perspectives are indispensable. Enter Entail AI's expert marketplace, a pioneering solution that seamlessly connects businesses with subject-matter experts and content creators within their industry.

Our platform facilitates the creation of authentic, expert-enriched content at scale, offering a cost-effective solution to help businesses bridge the gap and overcome the common challenges faced within the content industry.

Amplify your brand's voice and forge lasting connections with your audience through the power of unique expert perspectives in partnership with Entail AI.


Why is unique expert perspective crucial in content creation?

Unique expert perspectives create an authentic connection with audiences, fostering trust and credibility. They set brands apart, offering valuable, unique content that resonates deeply with modern consumers.

Why is optimizing content for each platform's native format crucial for engagement?

Recognizing and adapting to different native formats across platforms is essential for optimal engagement and resonance with diverse audiences.

How do you balance the need for scalability with maintaining authenticity in content creation?

Consider the variety of content types and platforms available to you. Each type of content has its own pros and cons. These need to be weighed against your goals.