The Raw and Real Guide to Creating Content That Connects
Creating content in today's digital landscape isn't just about gaining followers or building a personal brand; it's about making genuine connections and providing value to your audience. In a recent follow-up conversation between Sid Meadows and Adrian Leal on The Trend Report podcast, they unpacked the fundamental steps to beginning a content creation journey that feels authentic and impactful rather than overwhelming.
The importance of content creation for sales professionals cannot be overstated in our current business environment. As decision-makers get younger, they're increasingly likely to "social proof" potential partners before or after meetings by checking their LinkedIn profiles and other social media presences. Having no digital footprint essentially makes you invisible in today's digital economy, where buyers are actively seeking solutions to their problems. Adrian emphasized that when you create content consistently, you're developing relationships with potential clients without having to be physically present, and your content continues to work for you even when you're not actively selling.
Before diving into content creation, you need to answer a crucial question: Why do you want to do this? Your answer shouldn't be "because my boss told me to." There needs to be genuine passion behind your content creation efforts. Adrian shared that his motivation stems from wanting to alleviate the pressure and anxiety associated with selling, particularly for younger sales professionals who may not fully understand the hard work required to succeed in the field. Similarly, Sid creates content to provide information, tools, and resources that help individuals and businesses grow.
Understanding your audience is another critical component of effective content creation. Adrian realized he was speaking to younger versions of himself, sales representatives at dealerships who were struggling with rejection and stress without proper guidance. Sid suggested that many content creators are essentially speaking to who they were 10, 15, or 20 years ago, sharing the advice they wish they had received. Identifying your ideal customer persona helps focus your message and delivery style.
Finding your unique content style takes experimentation and self-reflection. Adrian shared a valuable framework: record yourself talking, watch the recording on mute to observe your facial expressions and body language, listen to the recording without watching to evaluate your vocal delivery, and then use audience feedback to refine your approach. Sid emphasized authenticity, noting that he doesn't heavily edit his videos, he simply presents himself naturally and genuinely.
When it comes to content types and platforms, video emerges as particularly effective for building connections; however, written content, still images with quotes, and other formats can also work well, depending on your style and audience preferences. The key is matching your platform choice to where your target audience spends time. LinkedIn is essential for business professionals, while other platforms might be more appropriate depending on your specific audience.
Perhaps most importantly, Sid and Adrian stress that content creation shouldn't be overcomplicated. Start small, be consistent with whatever cadence works for you (whether that's twice a week, like Adrian, or a more flexible schedule, like Sid), and focus on the impact rather than vanity metrics. As Adrian powerfully stated, "It's not about you—it's about who you're reaching." Even if your content resonates deeply with only one person, that's enough to make the entire effort worthwhile.
The most powerful testament to content creation's impact came through Adrian's story about receiving a message from someone who had been contemplating suicide after losing their spouse but found hope through watching Adrian's videos about mental health. These authentic human connections represent the true value of content creation, far beyond likes, comments, or professional opportunities.