Let’s be real: no one wants to be sold to. It's like when a guy at a bar starts talking about his new startup before he even asks your name. We're all about connections, but we’re not looking for a hard-sell within the first five minutes. And guess what? Your audience feels the same way.
So how do you actually build a relationship with your customers without turning into the human equivalent of a pushy sales rep? Enter: content marketing.
Content marketing is like that thoughtful friend who brings a homemade cake to the party instead of just showing up with a "Hey, can you give me a hand with this?" Not only does it make people feel seen, but it creates an ongoing relationship based on trust and value. Let’s break down how you can use content to do just that — and yes, it works for both your mega audiences and your small but mighty ones.
1. Be Useful. Seriously. Like, Actually Helpful.
People love useful content. (I mean, who doesn’t?) Whether it's a blog post explaining how to fix a leaky faucet or a video showing how to use your software (without the jargon), your goal should be to answer questions and solve problems. The more you do this, the more you position yourself as an expert. And guess what? People like to hang out with experts who don’t waste their time.
Example:
Big audience – A huge company like HubSpot uses content to answer everything from basic marketing questions to deep-dive industry insights. This isn’t just for the ‘big leagues’ either. A small business can easily adapt this by creating guides or tutorials in their niche. Imagine a local coffee shop doing a blog series on “How to Brew the Perfect Cup of Coffee at Home.” It’s a little extra, but it gives people a reason to come back—and they might even grab a cup from you on the way in.
Small audience – If you’re a freelancer or a small business owner, your content doesn’t need to be a full-on education series. A quick weekly tip, like how to organize your workspace or create better to-do lists, could be a game-changer. Not everything has to be “Epic Guide to Content Marketing.” Sometimes, it’s just a simple, "Hey, here’s something that might make your life easier."
2. Consistency Is Key
Nobody likes that friend who only texts you when they want something. It's the same with content. If you want to build trust and a long-term relationship, you need to show up consistently. But this doesn’t mean you have to post every day (unless you’re really into that). Just create a content calendar that fits your bandwidth and stick to it.
Example:
Big audience – A brand like Nike posts consistently on social media and keeps delivering inspiring, motivational content to stay top of mind. Even though they’re huge, they still keep the connection alive by regularly sharing user-generated content, motivational stories, and even just reposting cool content. It’s not always “buy this,” but it keeps people engaged.
Small audience – You’re not Nike, and that’s okay. But maybe try a blog post or a newsletter once a week or bi-weekly with something interesting. It could be a roundup of your favorite tools, a new blog you wrote, or even a customer success story. People like knowing what to expect, and it doesn’t have to be complicated. Consistency builds trust.
3. Humanize Your Brand (Please Don’t Be a Robot)
There’s a delicate balance between professional and robotic, and most brands fall off on the side of corporate-speak. A little personality goes a long way when you’re trying to connect. People want to relate to the humans behind the brand, not a cold, faceless corporation that uses the word “synergy” in every sentence.
Example:
Big audience – Take Wendy's Twitter. Do you think they're actually trying to convince you to eat a Frosty by roasting your favorite celebrities? Nope. They’re just being funny and relatable, and guess what? It works. Wendy’s plays around with humor, but it still feels authentic. Their tone says, "Hey, we know what’s up and we’re here to have fun with you."
Small audience – For a smaller business, you can get personal without going full meme-mode. Maybe share a behind-the-scenes post about the day-to-day grind of running a small business, or show off your quirky employees. Bonus points if you share something embarrassing — we all know it humanizes the experience (Whoops! That embarrassing customer service moment? Perfect content for a laugh and a win for relatability).
4. Engage Like You Actually Care (Spoiler Alert: You Should Care)
Let’s cut to the chase: your audience isn’t just looking for information. They want a conversation. Engage with comments, respond to emails, and be there when your customers need help. Content marketing is a two-way street. If you only talk to your audience when you need something, it’s going to feel one-sided and gross.
Example:
Big audience – Starbucks is great at this. They don't just post an Instagram photo and walk away. They reply to comments, repost customer photos, and show genuine interest in their community. It’s like a continuous chat that makes people feel seen. The results? People feel more connected to the brand, and they’re more likely to return.
Small audience – You don’t need to be as massive as Starbucks to make this work. In fact, with a smaller audience, you have more of an opportunity to make things feel personal. Reply to comments on your blog or social media, start conversations with your customers on Instagram DMs, or even give shoutouts to those who engage with your posts. You don’t need a full-on PR team to create engagement; just show up like a human and people will notice.
5. Don’t Just Sell. Share the Journey.
Selling your products is fine, but if that’s the only thing you’re putting out there, your content’s going to feel like a bad commercial. It’s like that time you went to a dinner party and the host spent the whole night talking about their new car. Cool story, bro, but not why you came to the party.
Instead, share your brand’s journey: the wins, the mistakes, the lessons learned. People love rooting for an underdog (or, let’s be real, anyone who isn’t trying to pull a fast one). Authentic storytelling is gold when it comes to building trust.
Example:
Big audience – Patagonia is a great example of a brand that doesn’t just sell jackets. They sell the adventure, the lifestyle, and the cause. Their content frequently features stories of real-life adventurers and environmental activism. They don’t just market products; they market values.
Small audience – Your small business can do this too! For example, a local bakery could post about how they source their ingredients or share customer testimonials about how their pies have become family favorites. It humanizes your brand and invites your audience into your story. Plus, who doesn't love a little bakery gossip?
Bottom Line: Content = Connection (and Maybe a Little Love)
Content marketing isn’t about bombarding people with sales pitches. It’s about building a relationship over time. When you provide consistent, valuable content, you become a resource, a friend, and a brand people trust. Whether you're managing a giant social empire or a cozy corner shop, it’s all about showing up, being real, and genuinely caring.
So, put down the “buy now” button, and think about how you can actually help your audience. The more you do that, the more you’ll turn them into loyal customers — and maybe, even friends.
Noble Fox Media is a full-service marketing agency. We can manage all digital, print, and community-based marketing campaigns for small businesses, churches, and nonprofits. We work with any budget, adding more marketing as the business and budgets grow.
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