How to create authentic content online which sells?

Introduction

We’re living in a digital era where building your online presence is a non-negotiable aspect. Some also call it “personal branding”.

While it’s extremely crucial to build your online presence, it’s also important to build it by “being your most authentic self”, and sharing content that resonates with your personality.

The idea of virality has often led the best of us to share content that isn’t authentic and submit our online image to something known as “engagement farming”, which damages our reputation online.

In this blog post, let us understand how you can build genuine content online resulting in your brand growth.

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How do you understand your target audience better?

To create content that truly resonates, you need to know who you’re talking to. Here are some steps to understand your target audience:

1.Conduct audience research: Use surveys, social media analytics, and competitor analysis to gather data about your potential followers.

2.Create audience personas: Develop detailed profiles of your ideal followers, including their demographics, interests, pain points, and goals.

3.Engage in conversations: Interact with your audience through comments, DMs, and live sessions to gain insights into their needs and preferences.

4.Monitor trends: Stay updated on industry trends and topics that your audience is interested in.

5.Analyze your content performance: Pay attention to which types of content perform best and why.

Remember, understanding your audience is an ongoing process. Continuously refine your approach based on the feedback and data you receive.

How to write great content?

The key to writing better is to write from your heart and formulate with your mind.

Nothing beats your passion

A piece written by you, with your personal touch and story, is much more empowering than a perfectly refined AI-generated content piece. Active consumers will know when you’re not being authentic.

While people still expect premium content from you, they worry less about perfect production.

Follow your passion, not your guidelines to create it.

Your personal experiences are a goldmine for creating authentic content. Here’s how to leverage them:

Connect experiences to valuable insights: Always tie your personal stories back to actionable advice or insights for your audience.  

Reflect on your journey: Consider the challenges you’ve faced and overcome in your field.

Identify teachable moments: Look for lessons in your experiences that could benefit others.

Be vulnerable: Share your failures as well as your successes. This makes you relatable and builds trust.

Use anecdotes: Incorporate short, relevant stories to illustrate your points.

Start by creating your community

Curate, cherish and care for your people.

Your community is what will help you grow and move forward. It’s like having an ace in your pocket. Listen to your people and what they engage with.

You also have to understand that not everyone associated online will be a part of your community. Your community will always be a small, closed group, a subset of your online audience that truly resonates with you. For which, it is very important to be “authentic” online or else you may invite the wrong set of people in your tribe.

Engaging with your audience is crucial for building a strong online presence. Here are some strategies:

1.Respond promptly: Make an effort to reply to comments and messages in a timely manner.

2.Ask questions: Encourage dialogue by posing thought-provoking questions to your followers.

3.Host live sessions: Use features like Instagram Live or Twitter Spaces to interact in real time.

4.Create interactive content: Polls, quizzes, and surveys can boost engagement and provide valuable insights.

5.Show appreciation: Regularly thank your audience for their support and engagement.

To foster meaningful interactions:

1.Be genuine in your responses.

2.Encourage discussions among your followers.

3.Share user-generated content to show you value their contributions.

4.Address concerns and criticisms professionally and constructively.

5.Create exclusive content or experiences for your most engaged followers.

Create your unique online personality

Do not farm engagement for the sake of it, and chase after virality – just be yourself while providing value. Create content that “builds your image” online. This will, in turn, provide you with opportunities to invest time and money, and encourage your users to take action.

Quality over quantity

Focus on producing high-quality content rather than flooding your channels with mediocre posts. Quality content:

1.Provides real value to your audience.

2.Is well-researched and thoughtfully crafted.

3.Showcases your expertise and unique perspective.

4.Encourages engagement and sharing.

5.Aligns with your brand voice and values.

Think small to grow big

It’s tempting to pursue every opportunity or trend but resist that temptation. Be disciplined with what you make, what you say, and how you say it. Remain committed to expressing who you are. Remember that 1000 superfans are much more valuable than 10000 bots.

While it’s important to stay relevant, don’t compromise your authenticity for the sake of trends:

1.Evaluate trends critically: Only participate if they align with your brand and values.

2.Put your own spin on trends: If you do join in, add your unique perspective.

3.Focus on long-term growth: Build a sustainable strategy rather than chasing short-lived viral moments.

4.Stay true to your niche: Consistently deliver content your core audience expects and values.

Superfans are the backbone of your community. To cultivate them:

1.Offer exclusive content or experiences.

2.Recognize and reward their loyalty.

3.Seek their input on your content and products.

4.Create opportunities for them to connect with each other.

5.Show genuine appreciation for their support.

Create a content universe

Build your universe, not just content

Measure the success of your social presence through the connections you cultivate. If you grow the quality of your community instead of the size of your channel, both will grow. (Read this again)

To create a content universe:

1.Develop a consistent brand story across all platforms.

2.Create interconnected content that builds upon itself.

3.Use recurring themes, characters, or segments in your content.

4.Encourage audience participation in shaping your content universe.

5.Maintain a consistent voice and visual style across all touchpoints.

Storytelling techniques for authentic content

Effective storytelling can significantly enhance your content:

1.Use a clear structure: Beginning, middle, and end.

2.Create relatable characters or scenarios.

3.Build tension and resolution.

4.Use vivid descriptive language.

5.Incorporate emotions to connect with your audience.

Personal experiences add depth and authenticity to your content:

1.Be selective: Choose experiences that are relevant and valuable to your audience.

2.Be honest: Don’t embellish or fabricate stories.

3.Extract lessons: Always tie your experiences to useful takeaways.

4.Use humor when appropriate: It can make your content more engaging and relatable.

5.Balance personal stories with other types of content.

To forge stronger emotional connections:

1.End with a call to action or reflection question.

2.Appeal to universal emotions and experiences

3.Use sensory details to make your stories vivid

4.Show vulnerability and authenticity

5.Create opportunities for your audience to see themselves in your stories

How to deal with vulnerability and criticism?

Putting yourself out there online inevitably involves dealing with vulnerability and facing criticism. Here’s how to approach these challenges:

1.Reframe vulnerability as a strength: Embrace it as a way to connect authentically with your audience.

2.Establish personal limits: Only share what feels right for you, maintaining a comfortable balance between openness and privacy.

3.Cultivate resilience: Remember, it’s impossible to please everyone. Your content won’t resonate with every single person, and that’s perfectly fine.

4.View criticism as a growth opportunity: When faced with feedback, approach it with an open mind and use it to refine your work.

5.Celebrate your advocates: Pay more attention to those who support and appreciate your efforts rather than dwelling on detractors.

6.Practice self-care: Don’t hesitate to step away and recharge when feeling overwhelmed. Your well-being comes first.

7.Build a support network: Reach out to fellow content creators or seek professional guidance when needed. You don’t have to navigate this journey alone.

Conclusion

Creating authentic content that sells is about striking a balance between being true to yourself and providing value to your audience. By understanding your target audience, leveraging your personal experiences, building a strong community, and focusing on quality over quantity, you can create a powerful online presence that resonates with your followers.

Remember, success in the digital space isn’t just about numbers—it’s about the meaningful connections you forge and the impact you have on your audience. Stay true to your unique voice, be consistent in your efforts, and don’t be afraid to show your authentic self. With time and dedication, you’ll build a loyal following that not only engages with your content but also supports your brand and mission.

Your authentic voice is your most powerful tool in the digital world. Use it wisely, nurture it consistently, and watch as it helps you create content that truly sells—not just products or services, but ideas, connections, and value that can make a real difference in people’s lives.

Next Steps

If you’re an online educator looking to build your community under your own brand or custom website, Fermion can help you out.

P.S. I’m Vishnupriya, I help millions of technical creators like you setup your digital academy and scale your online business.

I would love to help you out in launching your online coaching business. Schedule a free demo with me today.