How To Create Authentic Content in 2022

As different as our personalities are as partners, one thing we have in common is the desire and passion for producing authentic content for ourselves AND for our clients. We define authenticity in business as showing up for your customers/clients/patients as your truest self, whatever that means for you. Authenticity is not only essential for acquiring a quality, engaged audience, but it’s also a key component in avoiding burnout as a business owner. It takes a ton of extra energy to project a phony persona, and at some point you’ll probably slip up anyways. So why not save yourself some trouble and be up front out of the gate?

Here are some easy ways to be your truest self online in 2022:

1. Write Like You Speak

There is a time and place for impeccable grammar, but don’t let that get in the way of connecting with your audience. Nobody wants to read a caption that sounds like it was plucked out of a college essay – your audience is craving true, human connection and words that resonate with them on a personal level. If that can be accomplished by throwing in a word that isn’t in the dictionary, a run on sentence or capitalizing something for emphasis, DO IT.


2. Pull Back the Curtain

This can often be the scariest part of authenticity – letting people in. But it’s also the most important. Post the shiny curated photos, we love to see it! But ALSO post the behind-the-scenes video where your workspace is a mess. Let your followers know that you’re having a tough week and you’re behind on answering emails. Talk about your struggles (and your victories!) and set public goals so your audience can keep you accountable. There’s tons of data (that we won’t bore you with here, Google it!) that supports the notion that success in business is directly related to letting your customers be a part of your process.


3. Honesty Always

Whenever we are faced with a situation in business where it’s tempting to sugarcoat or hide the truth, we revisit this phrase. Honest. Is. Always. Best. Every time! Being dishonest doesn’t always have nefarious intentions behind it – sometimes it truly feels like the best way to navigate a situation without rocking the boat too much. But we say, rock that boat if you need to. Better to rock a boat and maintain trust with your customers then avoid conflict and risk putting up a wall that might never come back down. Let this philosophy be a guiding force behind everything you post or publish.


If all of this sounds good but you’re not sure where to start with the content creation part, we’re here for you! One of our superpowers as a team is our ability to understand you and your business so well that we can create content for you that aligns with your business mission, vision and values. With the help of some key tools and excellent communication, we become like a third arm that you can rely on to free up your other two hands for the things you’re best at! And because everything goes through you before it’s published, you can rest assured that your content consistently stays true to you your business.

2 thoughts on “How To Create Authentic Content in 2022

  1. Eric Degerman Reply

    Greetings, Olivia. These are ideal topics, particularly transparency, which plays right into honesty. I hope 2022 is the best to date in the history of LCCM, especially with you and Sarah bringing on Claire. Thank you again for your help regarding our media fam around Lake Chelan last September.

    • lccreativemarketing Post authorReply

      Thank you so much Eric, we have high hopes that it will be a great year. Happy New Year to you!

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