How To Create Content That Builds A Genuine Connection With Your Audience

Creating content for your personal brand or small business is one of the hardest challenges you’ll run into while building your personal brand. But, churning out content with no purpose or intention is not the way to go. You need to craft content that truly resonates with your audience and that genuinely adds value to their lives.

In the sea of advice of how getting views and engagement, it’s almost impossible to find advice that emphasizes the importance of building authentic connections with your audience and delivering content that's genuinely valuable.

Sure, gaining an audience and boosting sales is amazing, but you will not see those results until you prioritize your audience. Content creation is about your audience connecting with YOU, with your unique voice, your story, your vision. At the end of the day, it's not just what you offer, but WHO you are that truly captivates your audience.

This journey of content creation isn't a straightforward one. It's a winding path with its fair share of bumps, but the beauty is in the adventure itself. It's about experimenting, growing, and evolving as you discover what works best for you and your audience.

Embrace The Joy Of Experimentation

Creating content should never feel like a chore; it should be a fun experiment. When you start creating content with a sense of curiosity, you open the door to countless opportunities to engage and connect with your audience. This shift in perspective is so important because it’s your genuine enthusiasm and excitement that will shine through your content.

You don't have to be constantly second-guessing what type of content you should create. It's perfectly okay to try different things, even if they don't always turn out as planned. Experiment with various content styles, themes, and formats. Start by looking at the profiles of other content creators and draw inspiration from them (don’t steal ideas though). Figure out content ideas that resonate with you and align with your brand message. Along the way, you'll encounter some failures, but you'll also stumble upon wins.

Step out of your comfort zone and experiment with different types of content. Your unique personality and perspective are your most valuable assets, and they have a remarkable way of infusing your content with authenticity and charm. Don't let the fear of failure hold you back – it's through these experiments that you'll find out what truly resonates with your audience, and that's where the magic happens.

YOU  Are Your Brand

While your product or service is undeniably super important, it's unlikely to be entirely unique. Many other brands and businesses will offer something similar, but you know what sets your business apart, what's genuinely unique? It's YOU, your individuality. Your audience isn’t just looking for products and services; they’re looking to connect with a person, with you. They want to be a part of your journey, to understand your story, your values, your vision, and then yes, they want what you offer. 

While I don't always agree with every word he says, Gary Vaynerchuk is a great example of a strong personal brand recognizable because of who he is. He's renowned for his unfiltered, unapologetic, and straightforward approach. His consistent sharing of thoughts, experiences, and insights across various platforms draws people in. It's not just his marketing expertise that has folks following him; it's the fact that they genuinely like and connect with Gary as a person.

So, here's your call to action: don't be afraid to put yourself out there. Share your journey, the highs and the lows, your struggles, and those sweet wins. Be open and authentic, and guess what? You and your audience will inevitably find each other. 

Content With Purpose

Now, let’s talk about the heart of content creation. It’s not just about mass creating posts or videos; it’s about having a clear purpose behind your content. That purpose should revolve around pouring into your audience’s life. Think about what makes your audience smile, laugh, or feel motivated and inspired. Consider what they need, want, or are struggling with, and create content that helps make their life easier.

For example, if you run a small fitness coaching business, your content can be centered around being the supportive gym buddy who walks by their side during their fitness journey, providing them with workout routines, nutrition advice, and check-ins. It’s about becoming the go-to source for not just fitness guidance but also a source of encouragement and companionship.

When you prioritize adding value to your audience’s life, you're not just creating content; you're building a bridge of trust. This trust becomes the foundation for a genuine community – a space where you and your audience share not just information but a sense of friendship. As your audience feels seen, heard, and supported, this trust doesn’t just build a community; it builds a loyal following that becomes an integral part of your brand's journey.

The Pivot and Consistency

Here’s the hardest part: there will be moments when your strategies might not yield the results you’re dreaming of, and that’s okay. It’s more than okay; it’s an opportunity for growth. That’s where the pivot comes into play. If you’re on the same side of TikTok that I am, this probably isn’t your first time hearing about the pivot. Listen to the feedback you get from the content you put out, analyze the feedback, and be open to adjusting your approach. While it is important to still stay true to yourself, it’s also crucial to understand that your journey is an ever-evolving one, and being adaptable is a key part of your success.

There will be content strategies that you are super excited about that won’t resonate with your audience. Give yourself the time to feel disheartened, and then pick yourself back up. Take a look at the feedback you’ve been given and make changes. Pivot over and over again until you get to a spot that works for both you and your audience.

In addition to pivoting, consistency is also key. When you post consistently, the algorithm sees that you’re active and prioritizes pushing your content out to your audience. You stay on the top of the mind of your audience when they’re online. Set a content schedule that works for you, whether that’s daily or weekly, and stick to it. I understand that posting consistently is a struggle, especially when you’ve got a busy life in the real world. It’s important to be patient with yourself as you figure out a system that works for you and that you can confidently stick to.

Takeaways

Creating photo and video content for your personal brand or small business is a tough mountain to climb, but trust me, you’re not alone. The struggles are part of the process, and you need to roll with the punches. The key is to approach content creation with a sense of excitement and curiosity, embrace your individuality, and always keep your audience in mind.

Your product or service may not be entirely unique, but “YOU” are. Share your story, values, and experiences with your audience, and they will connect with you on a personal level. Make providing value your ultimate goal, and believe me, with time and dedication, the results will begin to show.