Improve Your Content in 7 Minutes

3 steps to creating business content that’s authentic

Episode Summary

If you’ve been struggling to find a way to connect with your audience in your business's content marketing, it could be that you’re not revealing enough about yourself. I’m not saying you need to get too personal, but I do believe that being vulnerable and authentic in our business content, is one of the best ways we to build a rapport with our audience. In this episode, I show you how to create business content that’s authentic, so you can stand out and attract more of your ideal customers. Listen in to learn more.

Episode Notes

Hi, welcome back.

In today’s episode, ‘3 steps to creating business content that’s authentic’, I show you how to use the power of vulnerability to create business content that’s authentic, so you can stand out and attract more of your ideal customers.

3 steps to creating business content that’s authentic:

02.22 Step 1: Do some self-reflection

04:07 Step 2: Share stories that are personal (not private)

05:43 Step 3: Pay attention to your audience and the analytics

07.55 To recap

Remember to listen to the full episode for all the details.

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Location: Gold Coast, Australia.

Episode Transcription

3 steps to creating business content that’s authentic

You may be thinking that vulnerability in content marketing is a hot trend that will soon fizzle out, along with those long social media posts that share way too much personal information.

While I’d be happy not to read another one of those posts, I do believe that being vulnerable and authentic in our business content, and showing our human side, is one of the best ways we have to connect with our audience.

So if you’re not yet showing your vulnerable side in your business content, keep listening, as today I’ll show you how to create business content that’s authentic.

I’ll also be sharing my cheatsheet so you can implement these ideas in your business to attract more of your ideal customers. So make sure to keep listening.

You may be thinking that vulnerability in content marketing is a hot trend that will soon fizzle out, along with those long social media posts that share way too much personal information.

While I’d be happy not to read another one of those posts, I do believe that being vulnerable and authentic in our business content, and showing our human side, is one of the best ways we have to connect with our audience.

So if you’re not yet showing your vulnerable side in your business content, keep listening, as today I’ll show you how to create business content that’s authentic.

I’ll also be sharing my cheatsheet so you can implement these ideas in your business to attract more of your ideal customers. So make sure to keep listening.

Every week I share actionable tips in content, marketing, video, interviewing and public relations so you can attract more customers, get more sales and position your business as an authority.

To learn more, visit me at simonecunningham.com. 

Let’s start with Dr Brené Brown, the Godmother of vulnerability who told us in her book, The Power of Vulnerability, that vulnerability is not something to hide from and avoid. Instead, it’s actually the key to deep human connection. 

This theory also works if we extend it into the content marketing we put out there for our business. 

Being vulnerable in our content, by showing who we are and what we stand for, makes us authentic.

It’s also what ultimately separates us from our competitors and helps to attract new customers.

So, let’s get into it - 3 steps to creating business content that’s authentic.

Step 1: Do some self-reflection

Firstly you need to examine your business’s values.  

To be authentic and vulnerable in your content means you need to take a deep dive into the things you care about.

Answer these 3 questions:

Why does your business exist?

What problems are you trying to solve?

And How are you trying to improve people’s lives?

Reflect on how you can create content that touches on those points.

Next, you need to consider how you’re being transparent.   

Think about revealing what goes on behind the scenes to show people how your business operates, or how you work.

If you sell physical products, this could include showing people how you make your products and even where you source the material from.

For digital products, you could also reveal your creation process, or include your team to show the human face behind your online store or services.

You also need to be real. This means no sugarcoating the facts.  

I think we all understand the importance of being real or authentic in our personal lives, however, the same principle applies to our business lives, and the content we put out there.

If you need to raise your prices, can’t fulfil orders or have made an error that affects your customers, be upfront.

Through your content, start damage control by sending people an email explaining the situation, put a notice on your website, or do a social media post. 

Hiding and dodging is bad PR. Taking responsibility and being vulnerable is respected.

Explain what you are doing to fix the problem, and most people will understand. This makes you authentic.

Step 2: Share stories that are personal (not private)

One way of doing that is to talk about challenges overcome.

I’m not a huge fan of the really long posts on social media that go into private details about an emotional rollercoaster that a person is going through, especially in a business context.

However, sharing a difficult experience or a challenge you overcame in your business (after you have already processed it) can give your audience a real insight into you as a person and as a business owner.

You can also share your wisdom in your content, such as valuable lessons you’ve learned along the way that could potentially help your audience.

Be careful not to overburden them with too much detail. You’re giving them an insight into an experience, so they might relate to it and to you. 

Here, with your vulnerabilities exposed, you take the risk that some people may not agree with you, and that’s okay. 

Being authentic in your content will draw in more people that think like you and want to work with you.

Also consider revealing some of your intellectual property or your process in great detail.

This may seem like a crazy step to take, and yes, your competitors could potentially use your ideas to attract your potential clients. But it probably won’t happen.

The more likely scenario is that by being vulnerable and sharing your passion and what’s unique about your process or methods, you’ll attract more customers. 

Step 3: Pay attention to your audience and the analytics 

Think about who your audience is and the sort of content they’re interested in engaging with.

It may be your business and your content, but it’s not really about you. 

You need to cater to your people.

Normally, from a business perspective, the top 4 motivators are ideas that benefit them, such as:

  1. How to save money
  2. How to make more money
  3. How to save time and
  4. How to save effort.

You can see that it’s all about them, not you! 

So create content that speaks to these pain points and shows how engaging with you will make their lives better.

Next, you can ask your audience for feedback and participation.

If you want your audience to follow, like, read more, book a call, or visit your website - you need to tell them.

People don’t want to guess what they have to do next. 

This is where your calls-to-action are critical in your blog articles, and social media posts. Here you can also ask questions to invite engagement.

If you can get your audience to interact with your content, they’ll feel more connected to you, increasing your authenticity in their eyes.

Finally, you need to review your social media, website, and email analytics.

Many clients forget this step of the process in content marketing. 

They work hard to put all this great content out there, but forget to go back and check out what worked and what didn’t.

Set a calendar reminder every 3 months to review your analytics of your social media, email marketing, and website.

Take a note of the content that got the highest engagement (open, clicks, and comments) and look for content themes that generated the most interest. 

This is content that your current audience relates to. 

Look to share more of what’s working, and while still exploring themes that align with your values and show your vulnerability. 

This will ultimately ensure you’re sharing content that’s not only effective, but also authentic to you and your business.

So to recap: 

Step 1: Do some self-reflection

Step 2: Share stories that are personal not private

Step 3: Pay attention to your audience and the analytics

I’m not suggesting that being vulnerable in your business content is easy, but it is worth it. 

If you want to start implementing some of these ideas in your business right now, I have a cheatsheet you can download. It walks you through all key questions you need to answer to get you started, plus mistakes to avoid. I’ve popped the link in the show notes.

If you’d like to work with me one-on-one, you can enrol in my Content Boss live online training courses. Over 3, 6 or 12 weeks, we review and amplify your content marketing to attract more customers you want to work with. 

We clarify your message, so you can say goodbye to feeling overwhelmed during the content creation process. We also implement made-for-you content solutions that position you as a subject authority.

The end result is content marketing that attracts sales.

If you want to learn more, book a chat with me. The link in the show notes.

Join my Meetup group for access to Masterclasses and exclusive free online sessions. 

Also, remember you can join my Facebook Community, Media and Content Strategies for Driven Business Owners for more tips on how to generate free publicity for your business. I’d love to see you in there.

To learn more about my business services and 1:2:1 online training courses visit my website: simonecunningham.com