Most content defaults to “how to” content.
It feels like the obvious choice. You’re sharing value, showing expertise, and helping people.
But here’s the problem: how content often builds trust without creating a single sale. If you want content that converts, you need to understand the difference between WHY content and HOW content, and when to use each.
What HOW Content Does
HOW content teaches people to do something themselves.
Step-by-step guides, tutorials, templates, and walkthroughs all fall into this category. It builds trust and affinity. People appreciate the generosity and they remember you for it.
The problem is that HOW content empowers people to solve the problem on their own.
Think about your own behaviour.
How many YouTube tutorials have you watched and then never bought anything from that creator? Probably hundreds. You got what you needed and moved on.
The creator gave you the solution for free.
Some content creators have built enormous audiences off the back of generous HOW content, yet struggled to convert that engagement and affinity into revenue. Great trust. Strong following. No sales. They went broke giving away value.
What WHY Content Does
WHY content drives demand for HOW. It helps people understand their problem or goal at a deeper level. It shows them what’s at stake, what milestones they need to hit, and why the status quo isn’t working.
It creates motivation to act.
On the surface, WHY content feels incomplete.
It doesn’t hand someone a step-by-step solution. That’s why many creators avoid it.
It feels like you’re not providing enough value.
But someone brilliant once said: if you understand the problem well enough, you have half the solution.
That’s exactly what WHY content does. It gives people clarity on the problem, the stakes, and the path forward. That clarity is what creates the desire to invest in the HOW.
WHY content converts better because it creates a gap.
The reader or viewer understands what needs to happen and why it matters, but they need help getting there. That’s where your product, service, or programme fills the gap.
The demand for the solution comes naturally because you’ve done the work of helping them see the problem clearly.
Why It Feels Counterintuitive
It feels wrong because we’ve been taught that value means giving people the answer.
And HOW content does exactly that. It’s generous, it’s useful, and it’s what most audiences expect.
But generosity alone doesn’t pay the bills. Trust without demand creates fans, not clients.
WHY content creates the urgency. HOW content builds the trust. You need both. The mistake is leaning too heavily on one or the other.
The Right Mix
Whether you’re running a webinar, creating video content, or writing LinkedIn posts, a mix of WHY and HOW content gives you the best results.
WHY content creates the demand and motivation.
HOW content builds the trust and credibility. Together, they move people from awareness to action.
If your content is getting great engagement but you’re not converting, look at the balance. You’re probably giving away too much HOW and not enough WHY.
Shift the ratio. Help people understand their problem deeply before you hand them the solution.
The takeaway: WHY content converts. HOW content builds trust. Lead with WHY to create demand, then use HOW to demonstrate your expertise. That combination turns followers into clients.