Becoming confident with what you create and share can help you produce powerful content that flies.

You don’t need to go into creating content as an expert – more likely than not, that role is already taken. Go the polar opposite and be all in on rawness and originality. Sell interesting, not being the same.

Whilst it is important to present the ‘real you’ to the world, it is the ability to show up consistently that really matters.

The work you produce has an intrinsic value to you, as well as to the audience you’re creating for.

There’s an old saying that goes: “Who you spend time with the most, is who you become.” So it stands to reason that the people you surround yourself with in business – your friends, supporters and customers – and the community you’ve built from your content creation efforts can and will drive positive feedback loops.

The 2021 Edelman Trust Barometer report has just been released and although it may paint an overall bleak picture, there is plenty of evidence that, as business people, we can create value for ourselves, our businesses, our communities and the wider world.

You can’t just hit “publish,” sit back and expect results. Just as important as creating the content in the first place is what you do after publishing – how you step up and stay on for the ride, alongside the work you’ve produced.

When you let your guard down and have fun, some people will call you out whilst others will move in even closer to you.

Building an audience means attracting people who want to spend time with you, people you can then reach out to again and again.

One of the biggest lessons that I’m taking from this year is that an online network, one that you build yourself and that isn’t derived from a platform such as Facebook or Slack, can become a place of connectedness, community and support.