8 Ways to Create Content that Builds MASSIVE Trust With Your Audience

August 22, 2024
Personal Branding

Jumping onto social media is great place to start building a personal brand, but once your brand is created, then what? When you want to become known, liked and trusted for your product or service, the best way to get your audience on the path to purchase is through your social media content.

Developing your content to serve your audience is a large part of why we build a brand, and we all have some very unique opportunities to create content that builds trust quicker than other formats. Let’s get you on the fast track to creating trust with YOUR audience!

First Off, What is Personal Branding?

As defined by Wikipedia, Personal branding is the conscious and intentional effort to create and influence public perception of an individual by positioning them as an authority in their industry, elevating their credibility, and differentiating themselves from the competition, to ultimately advance their career, increase their circle of influence, and have a larger impact.^[1]

The process of personal branding involves finding your uniqueness, building a reputation on the things you want to be known for, and then allowing yourself to be known for them.

I feel I’ve boiled the essence of Personal Branding down to its core:

“Personal branding is the intentional effort to create and influence public perception by positioning yourself as an authority in your industry, elevating your credibility, and differentiating yourself from the competition.”

At its core, personal branding is about curating the narrative of your professional life, crafting a story that showcases your unique skills, values, and experiences.

When it comes to content creation in the hospitality industry, you are not only “creating and influencing public perception” of you as an individual, but there are a plethora of opportunities available to influence your customers’ perception around your product or offering as well. Your content can create trust in you as their go-to person for the product, but also create transparency in your operations.

Here are a bucket-load of content creation tips for the hospitality industry:

“Behind-the-scenes” at your organization – Whenever you hang your hat (be it work-from-home, travelling to/from conferences, or in a formal office space), there are plenty of “behind-the-scenes” opportunities for you to film.
1. Show your operational facilities and “where the magic happens”
2. Take your audience through a “day in the life” of your day and office space!
3. Walking through the hallways? Take your audience on a trip through your organization’s space!
4. Do you have an employee break area that you’re particularly proud of? This content could work well for both your clients and for a recruitment campaign.
5. Take your audience to your local coffee shop or other break area!
How To’s – these pieces of content can provide both education and entertainment to your clients and customers – Your short videos could include:
1. Tips and tricks for overcoming their pain points
2. Productivity and time management tips are always a hit!
3. How to respond to current trends and industry shifts and changes
Tips on how to use your product or service – There are a number of ways that you could showcase tips and tricks as it pertains directly to your offering.
1. Physical product – show how it works and best practices for use
2. Service – provide Qs&As about how to best use your service
3. Trends – showcase how your product or service responds to current trends in your industry
Interviews with colleagues and staff – Introduce your clients and customers to the personalities that make up your organization.
1. Your team members
2. Your supervisors and leaders
3. Board of Director members
4. Support personnel
Answer FAQs – This is a great way to engage with your customers, and perhaps save yourself some time in the future. Explore FAQs through one of the other content tips listed, including team members’ interviews, how-to tutorials and video snippets. FAQs can make a great series of content if you’re looking to create something consistently; your customers can come to expect your FAQ segment and start to look forward to it!
Highlight new products or services – This will keep your clients informed of new offerings and changes.
Partnerships and collaborations – If one of your company’s main drivers is collaboration, showcase the way that you work with other organizations to bring their vision to life!
Focus on CSR initiatives – Do you or your organization contribute to causes and other social responsibilities throughout the year? Let your client’s in on your journey!