So you’re ready to start creating marketing content that is focused on connection building? You want to move past the viral hooks and quick fixes and start building an audience and a community that feels so authentic, so aligned and totally sustainable?
Perfect. Let’s chat.
Marketing, and the content within it, that is focused on building connection between a business and its audience is honestly, the most authentic form of content marketing.
“Content marketing is not a campaign—it’s an approach, a philosophy, and a business strategy.” Marketing legend Joe Pulizzi said that and it’s become sort of the backbone to the way I approach content marketing.
Your content marketing – the content you create to attract, connect with and convert your audience – has to combine heart, head and humanity. When your audience, or prospective client, feels connected to you through your content, it’s because they see it, they hear it AND they feel it.
Connection focused content marketing is human-to-human marketing as long as you are putting your dream audience at the center of that content.
So let’s look at 4 steps to help you start creating that connection focused marketing content that hits the human-to-human mark.
Step 1 – Audit Your Current Connection Marketing Content
Before we roll up our sleeves to create all this amazing content, let’s take an honest look at your current marketing content.
This quick audit will help you clearly identify what’s already working and where you can improve your connection with your audience.
A Look At Your Current Content Channels
– Which platforms are you currently using?
– Where do you get the most engagement?
– Where do you feel most comfortable showing up?
– Which kinds of content (video, audio, graphics, long form) feel most natural to you?
Analyze & Pull Apart Your Interactions
Look at your last 90 days of content and make notes about:
– Posts that sparked genuine conversations around your specific content buckets
– Comments that led to meaningful discussions or asked good questions
– DMs that created actual connections with your ideal customers
– Email responses that started convos around your business or services
Identify Specific Connection Points
These connection points can be:
– Topics that resonated most with your audience
– Stories that generated authentic responses
– Questions that encouraged real sharing
– Content types that invited engagement
Honestly Evaluate Your Content Creation Comfort Level
– Which types of sharing feel authentic to you?
– What kinds of responses do you enjoy engaging with?
– Where do you feel most energized when connecting?
– What interactions drain your energy?
Now Do This…
1. Choose your top 3 performing pieces of content from the past month, 60 days & 90 days
2. Write down what made them so effective for connection
3. Note any patterns in timing, format, or topic
4. Identify what you can replicate in future content
Remember: The goal isn’t to judge what’s “working” based on metrics alone, but to understand where genuine connections are already happening naturally.
Step 2 – Choose Your Connection Focus (& go week by week)
Now that you’ve got an idea of what’s been working and what you are ready to start intentionally creating, we’re going to take this connection- focused content creation week by week.
Plan to spend 1 week planning, creating and scheduling content for the following 4 weeks. The weeks after are when you will be engaging, monitoring and adjusting.
Start by choosing ONE or TWO ways to connect with your audience; maybe it’s email & social or social & podcast or blog & podcast. (You can add in more later but let’s get really good at these first)
And the content you create could be:
– Story-driven posts that share your journey
– Educational content that invites discussion
– Behind-the-scenes glimpses of your business
– Q&A style content that encourages interaction
But no matter what it should be based on your audit and what’s been working for you.
Your Weekly Implementation Plan
Week 1: Planning & Creation
– Choose your focus content types & focus platforms
– Plan and create 3-4 pieces of connection-focused content for the coming 4 weeks
Week 2: Posting & Testing
– Schedule content or post as specific times (this will help with future data)
– Make a plan to monitor which content types & formats get the most engagement
– Make note of what content feels the easiest and most natural to create consistently.
Week 3: Engaging & Adjusting
– Respond thoughtfully to comments & conversation on your content
– Ask follow-up questions & encourage more convo
– Adjust your approach based on responses
Week 4: Evaluating & Expanding
– Review what worked best over the last few weeks
– Use that info to plan next month’s focus
– Add one new connection element
Pro Tips:
– Focus on quality over quantity
– Keep notes on audience responses
– Stay consistent with your chosen method
Step 3 – Set Your Own Sustainable Connection Marketing Guidelines
If you’re creating your own content and marketing you get to decide how you go about that entire process.
So when you’re planning to really hone in on connection focused marketing content, a key piece is making the whole process sustainable for you.
Consistency is a non-negotiable with any marketing strategy but when you’re really wanting to build connections and relationships with your audience, they have to trust that you will show up with consistent content and value.
As you’re working through the content creation plan consider the following…
Daily Time Blocks
Create a realistic creation & engagement schedule:
- Morning: 10 minutes reviewing notifications
- Midday: 15 minutes responding to comments
- Evening: 15 minutes engaging with others’ content
- One or two 30-minute blocks for content creation
Content Boundaries
Define your comfort zones when it comes to your connection content:
- Personal life (what you will/won’t share)
- Business journey (successes and struggles)
- Client stories (with permission)
- Behind-the-scenes content
Response Guidelines
Set clear parameters for your audience & yourself:
- Response timeframe (24-48 hours)
- Types of comments you’ll address
- What you will tolerate & what you will block/delete
- How to handle difficult interactions
Energy Management
Protect your time, mental bandwidth and overall well-being:
- Set notification boundaries
- Use scheduling tools strategically
- Plan content batching sessions
- Schedule regular digital detoxes
Step 4 – Start Small & Sustainable, But Start Now
The journey of a thousand connections begins with a single authentic post. (Is that how that phrase goes? 😂)
You’ve done the planning, you’re creating your content, setting boundaries and guidelines, and now it’s time for action.
Pick ONE of these things to do today as part of your connection focused marketing strategy…
Share Your Story
– Write about a recent business lesson
– Share what inspired you this week
– Describe a challenge you overcame
The key isn’t perfection – it’s authenticity.
Engage Meaningfully & Authentically
– Leave three thoughtful comments
– Reply to DMs with genuine interest
– Answer a question in detail
Remember: Quality over quantity always wins.
Ask & Listen
– Post one thought-provoking question
– Create a poll about their challenges
– Ask for their opinion on a topic
Create A Simple Piece of Connection Content
– Write an honest and authentic email to your list
– Share a behind-the-scenes moment on socials
– Record a quick voice note and post to your community dashboard
And if those mindset monster thoughts start to creep in, you have every right to tell them there is no room for their noise in what you’re trying to do.
Things like “This isn’t good enough” or “What will ____ think?” have no business being part of your business! And part of overcoming mindset monsters is taking small and focused steps past them.
You’re going to start doing that today!
Take that first step now. Your future community will thank you!
Ready for More Support In Building Authentic Connections?
Creating this kind of connection-focused marketing content doesn’t have to be complicated or overwhelming – even though I know it does at times.
All you can do right now is take one small step toward the connection you want with your audience. And I want to help you do that!
One of the best ways we grow, evolve and achieve as business owners is within a community of like minded women all working toward their own success.
This is what we do inside The Haven, Your Community For Entrepreneur Moms.
Inside The Haven, you’ll find:
– Weekly connection prompts and content ideas
– Templates for authentic engagement
– A community of entrepreneur moms who understand your journey
– Direct feedback on your content and strategy
– Support in building genuine relationships with your audience
Join us and get ready to transform your approach to truly authentic business connections, while feeling so damn empowered as an entrepreneur!
P.S. Building connections takes time, but having the right support makes all the difference. Come be part of a community that gets it – where authentic marketing and genuine relationships are at the heart of everything we do.
And if you’re not ready to join us right now, no worries! Follow me on TikTok & Threads and let’s get to know each other a bit more 🙂 Oh and jump on the newsletter list so you don’t miss a thing!
Happy Connecting!
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