Building Connections Through Content

When I first started posting on LinkedIn, I thought I had to sound “professional” all the time. You know the kind, stiff language, formal tone, robotic delivery. But the posts fell flat. Low engagement. No real connection. Then I learned something valuable: People don't want perfection. They want clarity, honesty, and content that actually helps. Once I made that shift, everything changed. Here are the 4 types of content that helped me win on LinkedIn and still do: 1. Education That Solves a Problem Teach something your audience can apply right away. This positions you as helpful, not just smart. ✓ Share how-to guides based on your expertise ✓ Break complex topics into easy steps ✓ Add mini case studies or quick lessons ✓ Give away tools, frameworks, or shortcuts The goal is to make learning simple and useful. 2. Share Behind-the-Scenes Moments People relate more to your process than your polish. It’s okay to show the messy middle. ✓ Talk about your daily work habits or routines ✓ Share lessons from setbacks or pivots ✓ Document your progress, not just your wins ✓ Be honest about challenges and growth Authenticity builds connection more than perfection ever will. 3. Talk About Industry Trends Your audience wants to know you’re up to date. This type of content builds authority without sounding like a newsfeed. ✓ Highlight what’s changing in your niche ✓ Share your take on recent updates ✓ Predict where your field might be heading ✓ Ask your network for thoughts and insights It shows you’re not just watching , you’re thinking. 4. Post Content That Builds Conversation Don’t just speak at people, speak with them. Comments create community. Dialogue drives growth. ✓ Ask open-ended questions ✓ Share thoughtful, even bold opinions ✓ Run simple polls or “this vs that” debates ✓ Respond to comments in meaningful ways Engagement is the real metric that matters. These 4 content types helped me move from just “posting” to actually connecting. And the best part? You don’t need a perfect strategy, you just need to be helpful, real, and human. Which one do you use most in your content mix?

Imagine you're walking down a snowy residential street during the holidays. It's quiet, cold and you're alone. As you pass each home, you look through the front bay window. What you see is beautiful. There's a happy family gathered inside. They're laughing around the table. Drinks and food is being passed. There's a warm fire burning. You want nothing more than to join them. But you never get invited inside. This is how most of your readers feel on LinkedIn. And this is what most executives and companies (unintentionally) do with their content. They never open up. They give you a glimpse from a distance -- an "exciting announcement," a great new hire they're "thrilled to welcome," a "huge milestone" they achieved -- but you're never *invited into the home.* And that's what readers want these days. They want to form a bond with you as a person. They want to feel the soul behind your company. They want to feel part of your mission. That's why sharing authentic content matters. Think of yourself as the company storyteller. Share the stories behind your team, your customers, your product, your partners, your own journey. No, you don't have to post selfies of your kids. But you do need to connect. You do need to develop trust. You do need to build affinity as much as you build authority. Invite your reader in from the cold street. Let them feel what it's like to sit actually at your table. So few leaders and companies do this with their content. And that's the opportunity.

My Views Dropped. But My Inbound Leads Increased by 50% Last Week. 🤯 Most people chase vanity metrics on LinkedIn. More likes. More comments. More reach. But let me ask you this: Would you rather have 500 likes or 5 clients? Last week, my post reach dropped. Fewer impressions. Fewer reactions. But my inbound leads? Shot up by 50%. Why? Because I focused on content that actually converts. If you’re building a brand on LinkedIn, here’s what works (beyond just ‘good engagement’): 1. Storytelling posts that build trust Your journey, failures, behind-the-scenes lessons. People relate to people, not polished ads. 2. Insight-driven posts that position you as an expert Your industry observations, unpopular takes, and opinions that make people think. Not just information, perspective. 3. Problem-aware content that speaks directly to your audience’s struggles Posts that make them say: “This is exactly what I’m facing.” When they feel understood, they trust you to have the solution. 4. Proof posts (aka testimonials, client wins, case studies) Your results build credibility. Show, don’t tell. Screenshots > Claims. 5. Conversation-starting posts that build relationships Thought-provoking questions, hot takes, or relatable struggles. Good content attracts. Great content starts conversations. Not every post needs to go viral. But every post should have a purpose. Would you rather chase views or clients? If you’re ready to build a content strategy that brings in leads, not just likes, DM me BRAND and I’ll help you with that.

Being stiff won’t take you anywhere. Running my agency for 4+ years, I thought I had content figured out. I was sharing case studies, business insights, industry trends, all the “smart” stuff. → Getting decent engagement.  → ⁠Building my brand. → ⁠Checking all the boxes. Then last week, Megha Sharma dropped one line that reminded me everything again: “The content that converts isn’t the content that impresses. It’s the content that connects.” She was right. I realized I’d been posting like a textbook instead of a human. Here’s what I’ve learned after managing 140+ brands: People don’t follow perfect agencies. They follow relatable founders. Your audience doesn’t care about your 47-point strategy framework. They care about the Tuesday you stayed up until 3 AM perfecting their campaign because you genuinely cared about their success. They don’t want to see your aesthetic feeds. They want to see the coffee-stained notebook where your best ideas live. The shift is simple but powerful: → Instead of: “Here are 5 ways to optimize your conversion rate” Try: “Yesterday, I caught a tiny detail that increased our client’s sales by 23%. Here’s what happened…” → Instead of: “We specialize in data-driven marketing” Try: “The spreadsheet that changed how I see customer behavior (and why I almost deleted it)” The magic is in the details everyone else skips. The real conversation with your client. The small win that made you text your team immediately. Your expertise shines brightest when wrapped in real stories. Connection comes from showing up as human. So here’s my reminder (to myself and you): What small, human detail from your work could you share this week? → The client call that made you smile? → ⁠The problem you solved in an unexpected way? → ⁠The moment you realized you love what you do? Those details matter more than you think. P.S. - Sometimes the best business advice comes from casual conversations. Pay attention to those moments. #Contentstrategy #audience #connections

Your brand has a beautiful story. But is your blog telling it? I am working with the founder of a slow-living Ayurvedic skincare brand. He has the most powerful story, rooted in ritual, healing, and legacy. But for his blog? He was planning generic “10 tips” content that could’ve belonged to anyone. So I planned something different. I am turning his brand story into a full-fledged blog strategy. Last year, when I did this for a hairstylist blog, it resulted in: 💡 2x more returning readers 💡 Blogs that were shared (and bookmarked!) 💡 Emails from customers saying: “It finally feels like you” Here’s how I am doing it and how you can too: 1. Start with your “why” What personal moment sparked your brand’s creation? That story deserves its own post. (It’s your foundation.) 2. Break your origin story into blog themes Founder struggles = mindset content Product journey = behind-the-scenes series Values = opinion pieces and purpose-led posts 3. Identify shared values between your brand and your customers Do they care about slowness? Clean living? Energy healing? Now, map blog content around those emotional anchors. 4. Weave emotion into educational content Turn “How to use face oil” into: “How a nighttime ritual helped me find calm after burnout” Readers remember stories. Google rewards depth. 5. Build blog categories that echo your brand pillars For my hair styling client, we created content around: ✨ Rituals ✨ Ingredients ✨ Customer's hair styling stories ✨ Founder stories ✨ Product education Suddenly, her blog didn’t just inform. It felt like her brand. You don’t need 100 ideas. You need one good story, told in 100 different ways. Want my help turning your story into a blog strategy that builds traffic, trust, and connection? My DMs are Open 💌

✍ ❤️ How to build human connection and authenticity in your writing (even when content’s thin on the ground) Have you ever read a fundraising letter that feels... canned... same-same? Technically, the pieces are there. But something’s missing. Odds are, it’s Authenticity. In other words: Those fleshy details that breathe life into your nonprofit stories and fundraising appeals – and make them remarkably effective at sparking generosity and connection. But how do you build Authenticity when the content you have is... shall we say... less than perfect? Here are 3 tips I hope will help you [for more, see link at end of post]: 💌 Put yourself in the scene: --> Ask for audio and/or video recordings to accompany any interview transcripts. Then listen/watch for intonation, expressions, and even pauses, to capture in your writing. --> Study photos: are you witnessing a tender moment? What season is it? How does the light fall on your subject’s face? Does courage shine through? Look deeper: do you see scars, smiles, love, fatigue, fear? Use all your senses to build that world for your reader. 💌 Tap your own emotions and experiences: --> Ask yourself: ‘Is there an emotion or an experience I can draw from to walk a mile in my beneficiary’s shoes... to hope their hopes, and dream their dreams?’ Just that bit of extra time to search your own emotions and experiences can build a bridge for your supporter to cross into your story, and make a massive difference. [Important: if triggering, use the other tips here and in the link below. Emotions are tough territory.] 💌 Look for little loves: In all the background content I receive, I’m scanning for little loves. You’ll know little loves when you see them -- instantly you view your story in a new light: A girl who made her own doll out of sticks and found scraps of cloth, to replace the one she lost with her home... or a world-class surgeon who visits the floor where patients take their first steps in recovery, every evening before going home, for example.  Note: To find little loves, you can also ask fleshier questions: - Ask about companion animals, breeds, and names - Ask about favorite colors, dreams, best days, tough moments, memorable times - Ask if there's one thing your interviewee could tell supporters, what would it be? - Ask about personality traits, heroes and mentors, favorite quotes The point is, real is rare. And even when you don't have a ton of detail to work with, you can look for even the tiniest gem to help you bring out as much of that humanity and authenticity in your writing as you possibly can. === Find more authenticity builders in the last issue of my newsletter: https://lnkd.in/edxWvVNn And for more on effective fundraising writing, and nonprofit storytelling, I send new stuff every two weeks if you’re on the list 😊 lisasargent.com/newsletter

How to Create Better LinkedIn Content That Engages Your Audience Transcend simple likes and comments and create real conversations. This builds relationships, trust and creates paying clients, partners, and supporters. True engagement ultimately drives business results. My recent content strategy overhaul centered on three key pillars: ★ Relatability ★ Problem-solving ★ Collaborative spotlighting First, authenticity is paramount. To connect on a deeper level, inject human elements into your posts. 1️⃣ Share personal anecdotes that reveal your personality and values, demonstrating vulnerability and building rapport. 💁🏻♂️ For example, openly discussing my role as a single father working in IT helps build trust and creates a relatable image. This transparency fosters genuine connection, moving beyond superficial engagement. 2️⃣ Second, focus on addressing the pain points of your target audience. - Instead of solely promoting your services, offer valuable insights and solutions. - Create content that provides actionable tips, addresses common challenges, or offers informative explanations. - By positioning yourself as a resource who understands and addresses their concerns, you build credibility and establish yourself as an authority. - This type of problem-solving content attracts organic engagement and positions you as a helpful resource. 3️⃣ Finally, leverage the power of collaboration. - Actively engage with and highlight other professionals in your field. This could involve sharing insightful articles, featuring colleagues' work, or offering congratulations on achievements. - Giving credit where credit is due not only strengthens professional relationships but also demonstrates your commitment to community building. 🤜🏻💥🤛🏾 This approach enhances visibility, builds mutual respect, and builds a powerful network. In summary, my approach focuses on humanizing my brand through relatable storytelling, addressing audience needs through problem-solving content, and expanding reach through strategic collaborations. Remember, consistent application of these three pillars—relatability, problem-solving, and collaborative spotlighting—can significantly increase the quality and effectiveness of your LinkedIn presence. I'm happy to discuss this further; feel free to connect! #linkedinexpert #socialselling #linkedintips

One meaningful connection is worth more than 100 surface-level ones. I've always believed that genuine relationships aren't built by chasing metrics but by sharing authentically and engaging with curiosity. For me writing wasn't a strategy. It was a passion. And it was through this authenticity that meaningful connections and opportunities naturally followed. Here’s what I’ve learned about building relationships that last: ✅ Be intentional with connections. Don’t just add people - connect with those who align with your values and aspirations. ✅ Personalize your approach. Whether it’s a message or a comment, show genuine interest. Avoid generic outreach. ✅ Give before you ask. Share insights, offer support, or introduce someone valuable - without expecting anything in return. ✅ Consistent engagement matters. Comment thoughtfully, celebrate milestones, and keep conversations alive. ✅ Bridge online and offline. A virtual coffee chat or meeting at an industry event can turn a digital contact into a real-life ally. ✅ Leverage trends. Use voice messages, co-create content, and explore diverse networks to build richer, deeper connections. Start small. Leave a thoughtful comment. Plan a virtual coffee. Because relationships aren’t just about who you know—but who you grow with. Read more in this week's article. P.S. How do you nurture your LinkedIn connections for long-term value? Share in the comments. 👇

A client recently told me, “We’ve always done things this way, but now nothing’s clicking. What changed?” The answer is simple: The market evolved. Customer behaviors shifted. But their strategy didn’t adapt. Once we reevaluated their strategy, we made some key adjustments, and the impact was immediate: engagement spiked by 35%, inbound leads doubled, and they secured their largest deal to date. B2B doesn’t have to be cold or formulaic. Sales and marketing should never feel like a one-sided pitch. They’re about building authentic, human connections. I like to call this the “Connection-Driven Growth Approach.” Here’s how you can apply it: 🔸Listen First, Talk Later • Instead of pushing your message right away, start by listening to what your audience needs and struggles with. • Understand their challenges to craft a solution that resonates. How this helps: Builds trust and helps you tailor your messaging to what actually matters to them. 🔸Be Transparent and Authentic • Show your true values by sharing behind-the-scenes content, and admit when things go wrong. • Let your audience see the human side of your brand—people connect with authenticity. How this helps: Builds rapport and makes your brand more relatable and trustworthy. 🔸Share Stories, Not Just Stats • Use stories that showcase how your product or service makes a real difference in people’s lives. • Focus on the emotional connection your product creates, not just features. How this helps: Makes your brand more memorable and emotionally engaging, fostering a deeper connection. 🔸Engage in Meaningful Conversations • Don’t just broadcast—respond to comments, ask questions, and participate in discussions. • Show genuine interest in your audience’s opinions and experiences. How this helps: Encourages more engagement, builds relationships, and helps turn followers into loyal customers. 🔸Focus on Value, Not Sales • Share helpful tips, educational content, or useful resources before ever trying to sell. • Provide real solutions to your audience’s problems, not just your product. How this helps: Builds trust, adds value to your audience’s lives, and leads to long-term relationships that convert into sales. The truth? Growth doesn’t come from pushing products. It comes from fostering relationships and delivering real value. What’s one way you’re building connections in your marketing right now? Drop a comment! ⸻ ♻️ REPOST if this resonated with you! ➡️ FOLLOW Rheanne Razo for more B2B growth strategies, client success, and real-world business insights.

What would happen if your content stopped generating leads tomorrow? Content marketing is crucial for driving growth and attracting the right clients. In a world where everyone’s vying for attention, what makes your content stand out is how well it connects with your audience. But it’s not just about producing more content; it’s about making sure every piece serves a purpose. Here’s how I approach content marketing: ➜ I take the time to understand who I’m talking to. Knowing their challenges, goals, and what they value helps me craft content that genuinely speaks to them. ➜ Instead of overwhelming people with content, I aim to create pieces that resonate deeply. It’s not about how much you post, but how much impact each post has. ➜ Content isn’t a one-way street. I make it a point to engage with my audience, responding to comments, joining conversations, and listening to feedback. This interaction shapes future content and builds stronger relationships. ➜ Consistency has been key for me. Whether it’s my daily post or a regular newsletter, showing up regularly keeps my brand at the top of my mind for my audience. ➜ I regularly assess what’s working and what isn’t. If a particular type of content is driving more leads, I focus more on that. If something isn’t hitting the mark, I’m not afraid to pivot. Content marketing has been one of the most effective tools for growing my business. It’s about more than just being seen, it’s about building trust and staying relevant. What strategies are you using to make your content work for you? Let’s discuss what’s driving results and where the challenges are. #marketing #content #leads