Let’s be honest: the internet is full of noise. Thousands of polished posts and years worth of vague advice appear online every day. The nonstop deluge of contant has a numbing effect on people. It all starts to blur together very quickly. But, its an ocean we have to swim in.
So how do you actually stand out?
Here’s the secret: drop the facade.
The most magnetic brands and personalities don’t try to sound bigger than they are. They don’t blindly follow trends. They tell the truth. They show up as themselves. And their audience can tell.
Where Most Content Goes Wrong
Too many business owners start with safe, generic content. The kind that sounds professional but not personal. You know what I’m talking about. Stock photos of laptops, inspirational quotes with no context, “we’re so excited to announce…” posts that no one really engages with.
It’s not bad. It’s just “meh.”
This kind of content doesn’t really help build trust or connection with your audience. And that is very important if you want to stand out from the crowd.
What Authentic Content Actually Looks Like
A lot of my clients hear “Create Authentic Content!” and assume it means they need to share pictures of their lunch, and talk about their failed relationships.
But, authenticity isn’t about oversharing. It’s about alignment. Content authenticity is when your values, tone, and message actually match how you talk and operate behind the scenes. That’s when your content will start to click.
Try this:
- Tell real stories about why you started
- Use your actual voice (not what you think a business “should” sound like)
- Share BOTH behind-the-scenes wins and lessons learned
- Show your face and introduce your team
- Say what you really think—even if not everyone agrees (Don’t ONLY rely on hot takes though)
That’s what people remember.
That’s what builds a brand.
Yes, It’s a Little Scary
Being real feels risky. What if someone doesn’t like what you have to say? What if you turn off potential customers?
I’ll answer those questions for you:
There WILL be people who don’t like what you have to say.
You WILL turn off potential customers.
That’s ok though. I promise.
The truth is, if your content is trying to appeal to everyone, it won’t connect with anyone. Your real audience is out there looking for someone to trust, and they won’t be able to find you if you are playing it “safe” and pretending to be something you aren’t.
The Long-Term Win: Trust You Can’t Fake
Authenticity is all about establishing relationships and building trust. It’s a long game, but in the end you’ll get:
- Higher engagement from the right people
- Clients who get you (and refer others who do too)
- More confidence in your messaging
- A brand that feels good to run
Want to Make the Shift to Making Authentic Content?
Here’s your checklist to start showing up more authentically:
- Audit your website and socials. Where are you using filler phrases or playing small?
- Write how you talk. No more jargon or vague benefits. Be clear and specific.
- Start with one post. Share a behind-the-scenes moment, a personal story, or an opinion that matters to you.
And remember—done is better than perfect. The first version won’t be flawless, but it will be real.
Need help finding your voice? Book a free 30-minute strategy session with Side Quest Solutions and let’s find the content style that actually feels like you.
