The 4 Layers of Authentic Business

Layer 1: Authentic Content Marketing

Where to create & share content?

  1. Authentic — Be willing to share your real point of view, even if it is controversial. The simplest way to get started is to read articles or watch articles from others in your field, and ask yourself: What do I disagree with? What’s missing from this piece of content? Can I fully support the values here, or what would I say instead? And then say it, write it. To be authentic is to share your honest opinion.
  2. Relevant — Within your area of expertise, focus on answering the questions that your ideal clients/audience have, and talking about the things that energize them. Make list of problems you love to solve. Which ones could you create a quick solution for? Which problems are most popular or do you hear the most? Create or curate content for these.
  3. Consistent — Commit to posting content regularly. No matter what. You might commit to a daily (M-F if you take weekends off) or a weekly rhythm, but keep at it. Follow a schedule (practice creating on demand). Of course having occasional respites of 1–2 weeks, e.g. Christmas break, is acceptable to any audience.

How to measure progress?

Layer 2: Audience Research

  • Keyword Research
  • Ask in Online Groups
  • Email a survey to your list
  • Listen in your everyday “conversations” with clients & pros clients
  • Ask other industry influencers what they’re hearing

Layer 3: Launch to Learn

You can speed up the above layers with:

Layer 4: Growing What Works

  • Keep improving the effectiveness & delight of your service/product, which then creates more authentic word-of-mouth marketing.
  • Keep improving the alignment & accuracy between your marketing materials and the actual customer/client experience. In other words, sell only what your average client actually experiences by using your services/products. This is different from most (inauthentic) marketing which hypes up the minority of the most unusual successes.
  • Grow your marketing via paid ads.
  • Be doing 1–1 outreach to influencers of your network to let them know which product/service is being of most impact to your audience.
  • Explore joint-ventures and collaborations with other authentic businesses.



Authentic Business Coach & Author of 4 Books including "Authentic Content Marketing" and "Joyful Productivity"

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