The latest overview of Meta's enforcement efforts, as well as the most viewed content on Facebook.
* This article was originally published here
Friday, February 28, 2025
Meta Shares Latest Insights Into Policy Enforcement and Content Engagement Trends
* This article was originally published here
Thursday, February 27, 2025
Instagram May Be Exploring a Separate Reels App
The standalone Reels app would be a more direct attempt to take on TikTok.
* This article was originally published here
Wednesday, February 26, 2025
Report Looks at How Workers Feel About the Potential Impacts of AI
New insights into how U.S. workers feel about the potential impacts of AI.
* This article was originally published here
Tuesday, February 25, 2025
Grok Adds Voice Mode as Downloads Ramp Up
xAI's latest Grok 3 update is driving early interest.
* This article was originally published here
Monday, February 24, 2025
Instagram Tests AI-Based Tasks via DMs
The first step towards AI agents in Meta's apps.
* This article was originally published here
Sunday, February 23, 2025
New Survey Shows Musk and Zuckerberg Are Losing Public Favor
Both businessmen have taken a hit in recent opinion polls.
* This article was originally published here
Saturday, February 22, 2025
How Custom Built Collected $2.2M With HubSpot
About This Episode:
For many businesses, growth isn’t just about delivering a great product—it’s about creating seamless processes that support both customers and internal teams.
But what happens when outdated systems slow everything down?
That’s exactly the challenge Custom Built faced. Their payment process was clunky and inefficient, relying on manual credit card transactions, paper checks, and frustrating delays. Customers found it inconvenient, the sales team struggled with inefficiencies and chasing down payments.
Something had to change.
In this episode of the Endless Customers podcast, Alex Winter sat down with Isabelle Braeutigam, Marketing Manager at Custom Built, to discuss how the company tackled these operational roadblocks by leveraging HubSpot Payment Links.
The result? A faster, smoother, and more trustworthy payment experience that helped them collect $2.2 million more efficiently.
The challenge: A disconnected sales process
Like many businesses, Custom Built had a CRM—HubSpot, to be specific—but wasn’t using it to its full potential. While the company had invested in the platform with high expectations, it was primarily being used as a basic contact management system rather than a tool that could drive business growth and efficiency.
One of the biggest operational inefficiencies was the outdated payment process. Sales reps were stuck in a frustrating cycle of requesting checks, manually processing credit card payments through cumbersome procedures, and dealing with delays in accounts receivable. This created unnecessary friction with customers and slowed down revenue collection. In today’s world, where digital payments are seamless and expected, this process was not only inefficient but also chipped away at customer trust.
As Isabelle put it, “We were growing as a company, but our processes weren’t keeping up. We had the tools, but we weren’t leveraging them properly.”
At the same time, Custom Built faced a challenge common in the remodeling and construction industry—focusing heavily on delivering a high-quality final product while the operational and customer experience sides of the business lagged behind. While the company excelled in craftsmanship, elements like marketing, client communication, and streamlined sales processes weren’t keeping pace with its growth.
This imbalance created growing frustrations among both the internal team and customers. It was clear that something needed to change, not just for the sake of efficiency but to ensure a more seamless, modern, and trustworthy customer experience.
The turning point: Taking ownership of HubSpot
When Isabelle joined Custom Built full-time in 2020, she didn’t start in marketing. She was part of the client service team, making sure the customer experience was smooth. But as she began working with HubSpot, she saw its untapped potential.
“I became a sponge,” Isabelle said. “I took every course I could find, called support a lot, and just learned everything I could about how HubSpot could help us.”
She quickly realized that while the company had HubSpot, they were only scratching the surface of what it could do. Initially, it was being used in a limited capacity—primarily for managing contact information and basic sales follow-ups. But Isabelle saw opportunities far beyond that. She recognized that HubSpot had the power to unify marketing, sales, and operations, streamline communication, and create an integrated customer experience that would make interactions smoother at every stage of the buyer’s journey.
Rather than waiting for someone else to lead the charge, Isabelle took full ownership of the platform. She dove deep into automation, segmentation, and reporting, discovering ways to improve internal workflows and create a more efficient pipeline for leads and customers. She spent hours experimenting with workflows, testing email sequences, and figuring out how different tools within HubSpot could connect to eliminate bottlenecks in their sales process.
This deep dive led to a realization: HubSpot wasn’t just a tool for storing contacts. It could be the backbone of Custom Built’s marketing, sales, and operations. But to make that happen, they needed a clear strategy, buy-in from leadership, and a commitment to fully leveraging the system’s capabilities. Isabelle became the driving force behind that transformation, ensuring that Custom Built didn’t just have a CRM but had a system that actively contributed to business growth.
The problem with payments (and how they fixed it)
One of the biggest pain points for Custom Built was payment collection. Their process was clunky and awkward—customers had to bring checkbooks, or sales reps had to collect credit card details manually and send them to finance via a locked PDF. It wasn’t just inefficient; it felt outdated and unprofessional.
“Every time we asked a customer for a check, it was a little awkward,” Isabelle explained. “Like, ‘Oh, you don’t have your checkbook? Okay, let’s figure this out.’ It wasn’t a great experience.”
This outdated process led to multiple problems. First, it slowed down revenue collection, as payments were often delayed due to misplaced checks, forgotten checkbooks, or logistical roadblocks. Second, it created unnecessary friction in the customer experience. A home remodeling project is already a significant financial commitment—adding stress over how to submit payment only made things worse. Lastly, it made financial reporting and reconciliation difficult, with finance teams spending extra time tracking down payments and verifying transactions manually.
Recognizing this as a major trust-breaker, Isabelle and her team set out to find a solution. They needed something that was secure, streamlined, and easy to use for both customers and sales reps. More importantly, they wanted a payment process that would integrate seamlessly into their existing HubSpot system, ensuring a smooth and efficient workflow for their entire team.
The solution: HubSpot Payment Links
After researching different options, Isabelle discovered HubSpot’s Payment Links—a feature that allowed customers to make secure payments digitally, with just a few clicks. It was a simple, intuitive tool that streamlined the process for both the sales team and their clients.
Initially, Isabelle considered using HubSpot’s Quote tool to facilitate payments. This tool allowed sales reps to create digital quotes that clients could approve and pay from. However, as she dove deeper into the capabilities of HubSpot, she realized it wasn’t the best fit for Custom Built’s needs. The Quote tool required more manual steps and wasn’t as frictionless as she wanted.
That’s when Isabelle turned to IMPACT’s HubSpot expert, Jess Palmeri, for guidance.
“I would have moved forward with Quotes, and it wouldn’t have been the right tool,” Isabelle admitted. “Having a coach who really knows HubSpot helped me avoid a mistake and find the right solution faster.”
Jess pointed her toward Payment Links, a newer feature within HubSpot that allowed clients to make payments instantly—without the need for back-and-forth approvals or manual data entry. This small shift made a huge impact.
Once implemented, the results were immediate.
- Sales reps embraced it naturally. The tool was so easy to use that there was no need for forced adoption or training struggles. It fits seamlessly into their existing process.
- Customers appreciated the simplicity. Instead of fumbling with checks or dealing with clunky manual credit card processing, they could make payments in seconds, just like they would with any modern e-commerce transaction.
- Faster, more secure payments. Gone were the days of waiting on mailed checks or handling sensitive credit card information manually. Payments were processed quickly and securely through HubSpot.
The best part? The team didn’t just accept the change—they loved it. The solution wasn’t something Isabelle had to push; it was something her sales team naturally adopted because it made their jobs easier.
The impact: $2.2 million processed and counting
Since implementing HubSpot Payment Links, Custom Built has processed over $2.2 million in payments through the system. What once was a clunky, inefficient process filled with manual steps, awkward conversations, and delays quickly transformed into a streamlined, customer-friendly experience.
But the real win? The sales team’s immediate buy-in.
Unlike many system changes that require constant reminders, training sessions, and reinforcement, this solution required none of that. Sales reps didn’t just use it—they wanted to use it.
“My favorite moment was about a week in,” Isabelle recalled. “One of our sales advisors called me and said, ‘I love these Payment Links. They’re so easy to use. This is going to change our sales process.’ That’s when I knew we made the right decision.”
This reaction wasn’t a one-off. Over the following weeks, team members consistently voluntarily integrated Payment Links into their workflows. Without being prompted, they sent payment requests faster, reduced unnecessary back-and-forth with customers, and saw payments come in more quickly than ever before.
For customers, it made the payment process seamless and stress-free. No more writing checks. No more awkward, last-minute scrambling for payment. No more delays due to outdated processes. Instead, they had a secure, professional, and easy-to-use way to finalize transactions in seconds.
From an operational standpoint, the impact went beyond just collecting payments faster:
- With an easy way to pay, customers were more likely to complete transactions on time, improving cash flow.
- Payment tracking and reconciliation became far more efficient, freeing up internal resources for higher-value work.
- Removing unnecessary friction meant that sales conversations could stay focused on project success instead of awkward money discussions.
The best part? This wasn’t a temporary boost. The system became an essential part of how Custom Built operated, setting the foundation for a more scalable, efficient, and customer-friendly sales process.
What your business can learn from Custom Built
Custom Built’s transformation wasn’t just about fixing a payment problem—it was about creating a system that works for both customers and employees. Their journey provides valuable lessons for any business looking to improve efficiency, enhance customer trust, and streamline internal operations.
1. Identify the real problem
Before jumping into solutions, take a step back and assess what’s actually causing friction in your process.
Look beyond surface-level frustrations. If customers hesitate, if sales teams complain, or if finance is constantly chasing payments, dig deeper to find the root cause.
2. Define your success criteria
Technology can’t fix a problem unless you’re clear on what success actually looks like.
Write down a list of must-haves before selecting any tool. Make sure every department involved—sales, finance, marketing—has input so you don’t miss a critical requirement.
3. Get expert guidance
Even the best tools can be overwhelming if you don’t know how to use them.
Whether it’s a consultant, a coach, or an industry peer, getting outside expertise can save time, reduce mistakes, and lead to better decision-making.
4. Make adoption easy for your team
The best solutions don’t require forcing people to use them—they make life easier for those who need them
If you’re rolling out a new tool or process, ask yourself: Is this making my team’s job easier? If it’s adding complexity instead of solving problems, expect pushback.
5. Keep improving
Digital transformation is not a one-time event—it’s an ongoing process.
Regularly review your systems and processes. What’s working? What’s still a bottleneck? Small tweaks can lead to massive efficiency gains over time.
By fully leveraging HubSpot, working with IMPACT, and focusing on the customer experience, Custom Built turned a frustrating, outdated process into a seamless, trust-building system.
And that’s the kind of change that doesn’t just make sales teams happy—it drives real business growth.
Connect with Isabelle
Isabelle Braeutigam is the Marketing Manager at Custom Built, has become an industry advisor in the customer relations software Hubspot, has a keen talent for elements of design, and currently leads the marketing team under the innovative Endless Customers System.
Connect with Isabelle on LinkedIn
Keep Learning
- Watch: You Can Use AI For Personalized Sales Training
- Read: 6 Smart Ways to Speed Up Your Content Creation with AI
- Free Assessment: How Does Your Sales and Marketing Measure Up?
Author: awinter@impactbnd.com (Alex Winter)
* This article was originally published here
Friday, February 21, 2025
LinkedIn Rolls Out New Newsletter Metrics
Some new data points to help plan your LinkedIn newsletters.
* This article was originally published here
Thursday, February 20, 2025
LinkedIn Launches Improved CRM Integration, Expanded Attribution Data
More insights for your LinkedIn campaigns.
* This article was originally published here
Wednesday, February 19, 2025
X’s Dealings on Information Requests Show Clear Bias Towards Musk Allies
Elon Musk continues to use X as a political leverage tool.
* This article was originally published here
Tuesday, February 18, 2025
X Adds ‘Moment of Death’ Form To Violent Content Policy
You can apply to have a video depicting a relative’s death taken down but X can refuse.
* This article was originally published here
Monday, February 17, 2025
6 Essential Ingredients for Winning Ads [Infographic]
Some key tips for your ad creation efforts.
* This article was originally published here
Sunday, February 16, 2025
New For 2025! • Certified A.i. Jobs •
Tired of promoting the same ol offer with huge refund rates, and poor rebill retention? Certified ai jobs is the newest A.i. Affiliate Marketing program online. Your lists will LOVE this. Extensive testing has gone into building this product for max EPC!
* This article was originally published here
How to make $1000/day with affiliate marketing 24/7 - start here!
* This article was originally published here
Saturday, February 15, 2025
TikTok Adds ‘Most-Loved’ Tag for Popular TikTok Shop Items
A new way to highlight top-rated products in the app.
* This article was originally published here
Friday, February 14, 2025
TikTok Reinstated in US App Stores After Assurance From the Attorney General
TikTok's available for download in the US once again.
* This article was originally published here
Thursday, February 13, 2025
Meta Warns Users Its AI Systems Will Scan DMs When Prompted
A new warning prompt could spook a lot of Meta DM users.
* This article was originally published here
Wednesday, February 12, 2025
How to Use AI in 2025 Without Losing Your Brand’s Voice [Endless Customers Podcast Ep. 87]
About This Episode:
If you’ve ever sat in a meeting where marketing and sales teams stare at each other like rival factions from a medieval war, you know the struggle.
Marketers are trying to create content that drives leads, sales teams are looking for high-quality conversations, and somewhere in between, there’s a whole lot of frustration.
At IMPACT, we’ve worked with hundreds of businesses worldwide, and we see it all the time.
The tension between these teams isn’t because they don’t want the same outcome—it’s because they’re often speaking different languages.
And now, with AI transforming the way content is created, the divide is widening.In this episode, Alex Winter sat down with John Becker, a content trainer at IMPACT, to tackle a question that’s keeping marketers and sales pros up at night: How do we use AI to create content without losing the human element?
The AI boom—and why it matters
“AI is the new revolution. It’s the new .com bubble,” Alex remarked early in the conversation. And it’s true—everywhere you turn, there’s a new AI tool promising to make content creation effortless. ChatGPT, Claude, Jasper, you name it. However, as John pointed out, “The tool that seems great today can fold up tomorrow.”
The AI landscape is still a Wild West, full of rapid innovation and uncertainty. Companies are experimenting, but few have figured out how to truly integrate AI in a way that feels authentic and lasting. Businesses that blindly copy and paste AI-generated content into their marketing efforts run the risk of sounding just like everyone else.
And that’s the problem.
As Alex noted, “I can tell now when someone just pulled something from GPT. There are a lot of hyphenated words and weak, generic language.”
AI content, when used improperly, feels hollow. It’s technically correct but lacks warmth, perspective, and originality. So how do we leverage AI without falling into that trap?
AI as an assistant, not a replacement
John made a key point: “Any time AI is replacing you, you’re probably not doing it right.”
That’s because AI isn’t meant to replace human creativity—it’s meant to enhance it. When marketers use AI as a shortcut instead of a tool, the result is content that’s bland and interchangeable.
Instead, AI should be treated like a sparring partner, a brainstorming assistant that helps refine ideas and structure content. John shared an example:
“I was working with a content manager who had never written web copy before. He was on a tight deadline and needed to create a compelling landing page. So he wrote a rough draft and then used AI to generate five alternative versions of each headline. None of them were perfect, but they sparked new ideas and helped him refine his copy into something much stronger.”
This is AI at its best—speeding up the creative process without stripping away the human touch.
How to make AI content feel more human
So, if AI alone produces robotic content, what makes content human?
John broke it down into a few key elements:
- Conversational tone: AI tends to default to a formal, stilted style unless prompted otherwise. “Starting sentences with ‘but’ or using humor immediately makes writing feel more natural,” John said. Writing in a way that mimics natural speech patterns makes content easier to read and more engaging.
- Personal stories & opinions: AI doesn’t have lived experiences, but you do. Bringing in personal anecdotes, insights, or pop culture references makes the content feel alive. When people see authentic, real-world experiences, they connect more deeply with the message. Think about how the best TED Talks or keynote speakers infuse their presentations with stories that stick with the audience.
- Intentional imperfections: Perfectly structured, sanitized writing is forgettable. Real human communication has quirks, emotions, and even the occasional intentional grammar break. When appropriate, using sentence fragments, rhetorical questions, or casual language can make the content feel more natural and relatable.
- Engagement & interaction: Humans respond to content that makes them think, react, or feel something. Including open-ended questions, inviting reader participation, and writing with a sense of curiosity or challenge can drive higher engagement. AI often lacks the instinct to create that emotional hook, so it’s up to the writer to infuse energy into the content.
- Strong opinions & standpoints: AI-generated content is often neutral and lacks strong viewpoints. But great content challenges perspectives, introduces bold ideas and isn’t afraid to take a stance. Readers don’t want generic fluff—they want insight, expertise, and content that makes them think differently.
At the end of the day, audiences don’t connect with polished, corporate-speak—they connect with real people who have something valuable to say and say it in a way that resonates.
Training AI to sound like you
If you’ve ever tried to get AI to match your brand’s voice, you know it’s not as simple as hitting “generate.” As Alex put it, “You can train GPT, but you have to know how to prompt it.”
AI can learn your style over time, but it requires consistent feedback. The best way to do this is through a back-and-forth conversation with the tool:
- Start with a sample of your own writing.
- Ask AI to rewrite it in a few different styles.
- Refine it by saying, “Make it more casual,” or “Make it sound like this blog post I wrote.”
Beyond simple rewrites, AI can be trained more effectively by feeding it structured guidelines about tone, phrasing, and style preferences. Many AI tools now offer custom instructions where you can define the formality level, preferred sentence structure, and even signature phrases or quirks your brand uses.
Another effective strategy is creating a ‘voice document’—a guide that outlines your company’s tone, audience, and writing nuances. Feeding AI-specific examples from this document can help it learn and replicate your unique voice more accurately over time.
Additionally, using iterative refinement—going back and forth with AI-generated drafts, providing detailed feedback, and gradually improving its outputs—can significantly enhance its ability to reflect your brand's voice. Think of it as training an intern; the more precise your instructions and corrections, the better the results will be.
At the end of the day, AI should be a complement to your brand’s storytelling, not a substitute. By continually fine-tuning its understanding of your style, you can ensure that your content remains engaging, relatable, and unmistakably you.
AI’s role in marketing & sales alignment
One of the most overlooked benefits of AI is its ability to help marketing and sales teams work together more effectively.
As John pointed out, AI can transcribe and analyze sales calls, making it easier for marketers to extract the exact questions buyers are asking. Instead of spending an hour watching a call, marketers can ask AI: “Summarize every time the customer asked about pricing,” and immediately get relevant insights.
This means content teams can produce articles, videos, and sales materials that directly address customer concerns—without wasting hours sifting through recordings. But beyond just summarizing, AI can detect patterns in buyer concerns over time, helping teams refine their messaging and align their strategies more effectively.
Additionally, AI-driven tools like Gong and Chorus can analyze sentiment, engagement levels, and objections raised during calls. Sales teams can use this data to refine their pitches, while marketing teams can create content that preemptively addresses recurring objections, making the sales process smoother and more efficient.
AI also helps bridge the gap between departments by fostering better communication. By providing real-time insights on lead behavior and content engagement, marketing can deliver more qualified leads to sales, ensuring that conversations are more productive and closing rates improve.
Ultimately, AI isn’t just making individual tasks easier—it’s enabling a more cohesive, data-driven collaboration between marketing and sales that leads to better business outcomes.
How much time should you spend experimenting with AI?
With so many tools out there, it’s easy to get overwhelmed. But ignoring AI altogether isn’t an option either. So how much time should content managers spend testing AI tools?
John’s advice: “If you’re struggling with something, there’s probably an AI tool that can help.”
Set aside a small amount of time each week—maybe 30 minutes—to explore new AI features. Try tools like:
- Descript for video editing
- HubSpot’s Content Remix for repurposing content
- Napkin.AI for turning text into graphics
Beyond just testing tools, it's essential to document what works best for your workflow. Keeping a log of AI successes and failures can help refine your approach and save time in the future. Additionally, participating in AI-focused communities, such as LinkedIn groups or industry webinars, can provide insights into how others are successfully using AI in their content strategies.
The key is to treat AI experimentation as an investment rather than a distraction. Over time, these small blocks of learning will add up, helping you work smarter, not harder.
Remember, AI is not a substitute for authenticity
AI should be part of your content process—but it should never replace the human element. It’s here to make you better, not to make you invisible.
The businesses that thrive in the AI age won’t be the ones producing generic, machine-written content. They’ll be the ones who use AI as a tool to amplify their voices, streamline their workflows, and focus on what truly matters: Building trust with their audience.
At the end of the day, keep it real. Stay authentic, stay creative, and always keep your audience at the heart of everything you create.
Connect with John
John Becker is a coach, trainer, marketer, speaker, and writer. A New Haven-area native, John studied at UPenn, Middlebury, and UMass, and has previously worked in both corporate and nonprofit settings.
Connect with John on LinkedIn
Keep Learning
- Watch: You Can Use AI For Personalized Sales Training
- Read: 6 Smart Ways to Speed Up Your Content Creation with AI
- Free Assessment: How Does Your Sales and Marketing Measure Up?
Author: awinter@impactbnd.com (Alex Winter)
* This article was originally published here
Tuesday, February 11, 2025
30 Engaging Hooks for Instagram Reels [Infographic]
Some prompts to help kick off your IG Reels creation approach.
* This article was originally published here
Monday, February 10, 2025
How the Instagram Algorithm Works [Infographic]
A simple overview of how Instagram decides who sees what posts.
* This article was originally published here
Sunday, February 9, 2025
Snapchat Funds Wildfire Recovery Project in Los Angeles
Snapchat founders Evan Spiegel and Booby Murphy are also supporting the effort.
* This article was originally published here
Saturday, February 8, 2025
Pinterest Reports Record Usage and Revenue in Q4
Pinterest is seemingly on the right track with its development.
* This article was originally published here
Friday, February 7, 2025
How to Create Content That Stands Out and Converts More Customers
With over 7 million blog posts published daily, breaking through the noise to reach the right audience is harder than ever.
Having worked with countless teams trying to get their content to "click," I’ve seen the same mistakes repeated time and again—companies churning out content that's more about them than the people they’re trying to help.
Here’s the reality: Most content fails. A staggering 96.55% of online content gets zero traffic from Google.
Why? Because it doesn’t solve real problems or connect with the audience in a meaningful way.
Instead, it’s often self-centered—focused on the business, highlighting what they do and why they’re great—without considering what buyers truly need to make informed decisions.
Great content goes beyond just informing—it resonates. It solves problems, tells compelling stories, builds trust, and delivers real value.
But creating this kind of content takes intentionality.
It’s not just about generating traffic—that’s a leading metric, not the goal. The true goal is to guide people through their decision-making process, answer their questions, and ultimately help them take action (whether that’s with you or not).
Adapting to changing audience behavior
In recent years, the way people consume and trust the content they consume has changed. AI and community platforms like Reddit have transformed how audiences seek answers, gravitating toward sources they feel are unbiased and authentic.
Not long ago, if I had a question—whether it was about dinner, a vacation spot, or how to fix something—I’d instinctively turn to Google. Today, I rely on ChatGPT for quick, personalized answers.
Gone are the days of keyword-stuffed articles or writing solely to rank on Google. Success today is about being genuinely helpful and trustworthy—and that’s where businesses must focus to stand out.
What kind of content actually stands out and converts?
Content that stands out doesn’t focus solely on making a sale; it educates the reader. The primary goal is to provide an unbiased solution to their problem.
By giving readers a clear understanding of their challenges and potential solutions, you build trust and equip them with the information needed to make an informed decision.
This type of content answers questions honestly and thoroughly, ensuring readers feel they’ve received the full picture. It’s not about holding back or pushing for a sale—it’s about delivering value and answering questions in the way they deserve to be answered.
Standout content addresses topics that others might shy away from. It addresses difficult or overlooked issues within the industry and presents fresh, actionable solutions. This approach not only differentiates your content but also positions your brand as a trusted authority, naturally leading to conversions as a byproduct of the education and value provided.
How to measure whether your content resonates with your audience
While metrics like traffic, leads, and engagement are important, they don’t fully determine whether your content stands out.
To gauge success, ask yourself:
- How well does your content answer your audience’s questions?
- Does it provide open, honest, and thorough responses?
Standout content goes beyond surface-level answers. It leaves no room for doubt or further searching. When your audience feels they've received a complete answer and no longer need to look elsewhere, you know you’ve hit the mark. It’s not just about offering information; it’s about making your audience feel like they’ve found exactly what they need.
Additionally, standout content often explores topics others avoid. By diving deep into unspoken issues and offering real, actionable solutions, you build trust and establish authority, fostering stronger relationships with your audience.
I recently worked with a company facing a dilemma involving a major manufacturer in their industry.
The company, a prominent leader in its industry, recently faced significant backlash after making a controversial decision that left customers questioning their trust. The manufacturer provided a government agency with unrestricted access to their products, a move that many felt was a breach of privacy and security.
Most companies in the industry chose to stay silent. But one company took a different approach. After a year of silence, they recognized their customers’ concerns and decided to address the situation openly. They created content that directly acknowledged the controversy, explained the facts, and addressed the myths. They also provided actionable solutions.
This approach was bold but effective. By being open about the issue and offering solutions, they not only eased customer concerns but also positioned themselves as a trusted resource. They showed they were willing to tackle difficult conversations, which ultimately built trust.
This example highlights a challenge many industries face—avoiding competitor discussions. But your customers are already comparing you to your competitors, whether you like it or not. By monitoring competitors’ content and conversations, you can ensure you’re addressing any misinformation or misconceptions in your industry. This helps you lead the conversation and build deeper trust with your audience.
Key elements to differentiate your content
To differentiate your content from competitors, especially when you're answering the same questions or targeting the same audience, focus on these key elements:
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Be unbiased: Present information impartially, offering a balanced perspective. When your audience trusts that you’re presenting both the pros and cons, they’re more likely to value your advice.
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Offer clear next steps: Don’t just answer a question—guide your audience toward actionable next steps. This doesn’t always mean “work with us”; it could be directing them to another resource or a deeper dive into the topic.
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Fully answer the question: Avoid vague responses. Ensure your content thoroughly addresses the question, leaving no room for confusion.
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Provide multiple ways to consume the content: People engage with content differently. Whether it’s a blog post, video, or guide, offer a variety of formats to meet your audience where they are.
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Solve problems, not just inform: Don’t just educate—solve problems. If your content helps your audience overcome challenges, it adds value and establishes your authority.
By incorporating these principles, you can create content that stands out, builds trust, and drives meaningful engagement.
Why doesn’t everyone create standout content?
The answer is simple: Fear.
Many companies hesitate to create content that truly resonates because they’re afraid of giving away too much. There’s this tendency to hold onto information, almost like a gatekeeper, as if keeping it locked behind closed doors gives them more control over the conversation. The logic is that if customers can find the answers they need on a company’s website, why would they need to contact the business? And if they don’t reach out, the company might miss the opportunity to sell.
But here’s the truth: Holding back limits trust and credibility. By freely sharing knowledge, you position your business as a trusted resource. This transparency builds relationships that outlast any sales pitch.
Shifting this mindset requires a change in perspective, starting with leadership. For many companies, this begins with leadership truly buying into the idea of helping people first and selling second. It’s easy to say that you're in the business of helping others, but living it is another thing entirely. Leadership needs to set the example, showing that the company’s collective knowledge and experience aren’t just meant for internal use or a select group of clients. They’re meant to be shared with anyone who could benefit from them.
Think about it—companies often boast about decades of experience on their website. So, why not share that wealth of knowledge? Instead of hoarding expertise, businesses can make the decision to be transparent and open. By doing so, they not only build trust but also guide people through their buying decisions, helping them make the best choices for their needs. Whether it’s a pool company, an IT service, or a payroll provider, people are looking for guidance, not just a pitch.
By freely sharing knowledge, businesses have the power to impact far more people, helping them solve problems and guiding them toward the right decision. It’s not just about holding onto information for the sake of controlling the conversation—it’s about realizing that the more you give, the more people you can help. And when you help people, they’ll remember you when it’s time to buy.
How can companies create standout content?
Creating standout content begins with understanding your audience and mapping out their buying journey, even before they’re ready to purchase. To do this effectively, you need to focus on four core elements:
- Understanding your audience
- Mapping the buying journey
- Incorporate storytelling
- Think beyond the product
Let’s break each of these down.
1. Understanding your audience
Start by understanding who your audience is. But let’s be clear—this doesn’t mean creating complex, fictional buyer personas with detailed, magical characteristics. Instead, focus on the real, tangible traits of the people who will buy your product.
- What are their pain points?
- What problems are they trying to solve?
- What questions are they asking in the process of figuring things out?
Understanding this allows you to create content that directly speaks to their needs, addressing their worries and concerns at every stage of their journey.
2. Mapping the buying journey
Your content shouldn’t just align with your sales process, which typically begins when someone is already in the consideration or decision-making phase. Instead, you need to start much earlier—at the point where the potential customer first becomes aware of their problem.
Think about all the questions, fears, and doubts they might have as they start to recognize the pain. These are the questions they might research online, ask their friends, or look for answers within their community. All of these should inform your content strategy.
By capturing their attention early in the process, you can nurture them as they move from awareness to consideration and finally to making a decision.
3. Incorporate storytelling
Storytelling is essential to making your content memorable and relatable. Humans have always learned and connected through stories, whether it’s mythology, family tales, or modern entertainment. Storytelling is in our DNA.
When you incorporate stories into your content, you give people a way to connect with your message emotionally. People don’t just want facts; they want to understand how your product or service fits into the bigger picture of their lives and solves their problems. A compelling story allows them to see themselves in that narrative.
This is why concepts like Donald Miller’s “Building a StoryBrand” resonate so well with audiences. When you position your brand as the guide in someone’s journey (with your customer as the hero), you don’t just offer solutions—you create a deeper, more meaningful connection.
4. Think beyond the product
Your content shouldn’t just focus on your product or service—it should emphasize the transformation your audience will experience by solving their challenges. Approach your content with the intent to educate and provide value, even before someone is ready to make a purchase. This builds trust and establishes your company as a credible authority in your industry.
By sharing the knowledge you’ve accumulated and telling your own stories, you can demonstrate both expertise and empathy—two powerful ingredients for creating lasting relationships with your audience.
By focusing on these four elements, you’re setting the stage for content that not only captures attention but also nurtures prospects through their entire buying journey.
4 Tools to help you create standout content
Great content starts with understanding your audience and mapping their journey. However, leveraging the right tools can streamline the process and ensure you create content that is both impactful and efficient.
Here are some tools and resources you should consider incorporating into your content creation strategy:
1. Custom GPTs
One of the most innovative ways to create standout content is by building a custom GPT. Tailored AI tools can be trained on your industry, products, and customer insights to help generate highly relevant, personalized content ideas and solutions.
For example, you can train a GPT to reflect your company's tone of voice, address specific audience pain points, or assist in brainstorming blog topics and scripts. By customizing AI tools, you can make content creation faster and more aligned with your audience’s needs.
2. Tapping into community platforms
Platforms like Reddit are often overlooked but can be goldmines for content ideas. These community-driven spaces are where people ask real, raw questions as they seek help or share their experiences. This is especially valuable in industries like home services, where potential customers may search for solutions to common problems in forums.
For example, you can find questions such as “How do I fix [specific problem]?” or “What should I expect when [service]?” These insights can inspire content that directly addresses these pain points and positions your business as a trusted expert.
3. Keyword research tools
Keyword research remains critical to understanding what your audience is actively searching for. Tools like Ahrefs and SEMrush reveal search volumes, trends, and related keywords, enabling you to optimize your content for search engines while aligning with customer intent. This ensures your content is both visible and valuable.
These tools also help you identify gaps in your content strategy by showing you which topics are underrepresented in your industry.
4. Keywords Everywhere extension
For quick insights while browsing, the Keywords Everywhere browser extension is an excellent resource. It displays related search terms, search volume, and other helpful metrics directly in your browser. For example, when you type a question into Google, it will show you similar questions being asked and the volume of searches around each. Making it easy to validate content ideas and identify the types of questions your audience wants answered.
While these tools are powerful on their own, their real value lies in how you use them together. For example:
- Start by exploring community platforms like Reddit to identify raw, real questions from your audience.
- Validate those ideas using keyword research tools such as Ahrefs or Keywords Everywhere.
- Use a custom GPT to help you expand on those topics in a tone and style that resonates with your audience.
By combining your audience insights with these tools, you can create content that not only captures attention but also drives meaningful results. The key is not just using tools for the sake of it but integrating them into your overall strategy with a clear focus on serving your audience’s needs.
Be bold, stay curious, and trust the process
Creating standout content that resonates with your audience and drives performance doesn’t require complex strategies or tools—it starts with simple, intentional steps.
A quick win you can implement today is to end every piece of content with a clear, next-best step. Whether it’s a blog, video, or social media post, guide your audience on what they should do next. For example, direct them to read another blog, download a resource, contact your team, or watch the next video in a series. This small but powerful action helps keep your audience engaged, builds trust, and moves them along their journey with you.
Think of it this way: Great content should never leave your audience wondering, “What now?” It should always provide direction. Your content should inspire and enable your audience to take that next step confidently.
Finally, if you’re just starting to create content, remember this: There’s no such thing as too much content. Industries evolve, questions change, and the way people seek answers shifts over time. If you feel like you’ve run out of topics, it’s often a sign you’re avoiding the content that needs to be written.
Be brave and write what your audience truly needs to hear—even if it feels vulnerable or uncomfortable. Great content is about courage and connection.
Always ask yourself: If I were on the other side, would this content provide the answers I need? If the answer is yes, create it.
When you put your audience first, your content will naturally perform better, and your brand will stand out as a trusted resource.
* This article was originally published here
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