Creating Genuine Content for Small Businesses
Why authenticity matters, especially on a small scale.
In today’s digital world, people can instantly tell whether content is real or just another sales pitch. Authenticity—content that feels real, relatable, and a little bit human—stands out because it connects on a personal level. For small businesses, creating authentic content can be a game-changer, helping to build trust, loyalty, and even a sense of community with your audience. Below I will dive into some ways I can help small businesses can bring more authenticity to their content without needing a big budget or elaborate setup.
Understanding Your Audience:
Knowing your customers’ values and interests allows you to speak directly to what matters to them. When your content reflects those shared values, it feels genuine, like you’re on the same page. For example, imagine you run a local bakery and learn that your customers care about sustainable practices. We would create posts that highlight your eco-friendly packaging or locally-sourced ingredients, letting your customers see that you care about the same things. Simple but meaningful gestures like this help connect with audiences on a deeper level.
Building Trust through Real Content:
Authentic content helps customers feel they’re engaging with a real person, not just a brand. Sharing a few genuine, unpolished moments—like a quick video of (you) the business owner introducing yourself or a snapshot your workspace—brings the brand to life. For instance, for a small online shop we might share a “day in the life” story, showing everything from packing orders to testing new products. This kind of content brings people behind the scenes and lets them feel involved, building trust in a very natural way.
Making Genuine Content with Limited Resources:
Creating genuine content doesn’t mean you need top-tier equipment or an elaborate setup. In fact, simplicity often works best. An iPhone, a few quick photos, and some thoughtful captions can go a long way in sharing your story. Start with easy, approachable ideas like candid shots of your day-to-day, simple how-to posts, or quick stories that showcase what your business is all about. A local coffee shop might share a quick video on “how to brew the perfect cup.” Content like this gives customers a peek into the business and makes them feel like part of the experience.
Encouraging Small Businesses to Be Real:
The beauty of genuine content is that it allows your small business stand out simply by being yourself. People today want to support businesses they feel connected to. So, if you’re a small business owner, remember: your story is your strength. Don’t be afraid to be real and relatable in your content; there’s an audience out there who will appreciate it and feel more connected to you because of it.
xo,
Joanna
