Scrolling through LinkedIn like it’s TikTok has become a new normal for me.
With so many creators vying for attention and engagement, you could spend forever sifting through an endless buffet of bite-sized content tips and marketing witticisms.
The only problem is, after a few minutes of scrolling, almost everything starts to blend together.
Now, many people are leaning on AI to generate a high volume of content and every other post is some “guru” trying to sell you on an impossible dream. There’s so much more content out in the world, but the truth is, most of it adds ✨nothing.✨
But, it’s not all doom and gloom.Some creators and brands are taking the time to offer real value to their audiences—and they’re standing out as a result.
It made me wonder: what makes their content different from the typical growth hacks?
After far too much overanalyzing, I think I’ve cracked the code. The difference between content that shines and content that fades into the background boils down to one thing: connection.
Most content is just recycled facts and lofty promises—another “How to hit $1M with ChatGPT” post. But the creators who truly stand out? They offer something deeper. They share real insights, build real relationships, and create content that fosters a genuine sense of community.
They aren’t just pushing growth hacks. They’re creating belonging. And that’s why they’re here to stay.
So, how can you connect with your audience through content?
Don’t deliver a monologue, start a conversation
Ever go out to eat with someone who only talks about themselves? That’s how most content marketing feels. Brands love churning out blogs, listicles, and whitepapers—but do you ever ask your audience what they would prefer?
Instead of posting that 2,000-word blog and hoping for clicks, engage. Don’t be a megaphone. Be a person.
Here are a few ways you can engage authentically:
- Comment on their posts instead of simply publishing your own. Engagement is a two-way street—it’s a conversation.
- Post a LinkedIn survey to learn directly from your audience. Asking what they enjoy is more friendly (and effective) than guessing.
- Send personalized messages in DMs. Real connection happens in small, meaningful moments—not just big, flashy campaigns.
And above all, skip the AI workflows that auto-generate LinkedIn comments. People can tell (and it's giving them the ick). Authenticity wins every time.
If they don’t have time for your newsletter, give them the TL;DR
Listen, I love a good long-form piece—I’m currently reading War and Peace for fun. But some nights, I just want to take a nice, light-hearted trip down Bridgerton Lane.
And your audience feels the same way about your content.
Instead of trying to drag them through another lengthy email sequence, try:
- A short LinkedIn post that delivers one sharp, valuable insight
- A quick video with the top takeaways from your latest report
- A podcast clip — let them sample before you serve
- Add a tl;dr to your newsletter — let them get the quick soundbite and choose to engage (or go and watch Bridgerton instead)
The point? Give them the option to go deep—but always lead with the snackable version first.
Want to nurture your ideal leads? Build a community, not just an audience
Relationships aren’t easy to build, and they’re even harder to maintain. Community is one of the marketing channels that feels like the hardest to truly nail. And that’s because it takes a lot of work, authenticity, and time. It’s not something that’s going to happen overnight.
So, while my advice is to build and nurture a community, it’s important that you understand that it’s not a small undertaking. Have realistic expectations, especially in the early days that it’s something you’re going to need to nurture overtime. It’s not just about creating a Slack community, inviting people, and taking your foot off the breaks.
But, at the risk of sounding cliche, nothing worth having in life is easy. And creating an online community is one of these difficult but worthwhile pursuits.
In 2025, the most successful SaaS brands aren’t just talking to their audience; they’re creating spaces where their audience can talk to each other.
A few ways to start:
- A niche Slack or Discord community where customers and prospects can connect, swap insights, and learn from real humans (not just your brand).
- Small, high-value virtual roundtables instead of another massive, impersonal webinar.
- Exclusive, invite-only content hubs—think Notion workspaces, private newsletters, or interactive reports that feel like insider access, not marketing.
When people feel like they belong, they don’t just consume content—they stick around.
But remember: don't build a community on a platform your audience doesn’t frequent.
For instance, Gen Z might not be eager to join a Facebook group, and marketers might not want to hang out in a Discord channel.
The key is to understand where your customers like to spend their time—and let that be the deciding factor in where you build your community. Build where they already are, and they’ll be more connected, and engaged with your community, and your brand.
Because at the end of the day…
Content marketing isn’t about who can publish the most blog posts or get the highest open rates.
It’s about creating a strategy that can deliver real results, convert segments into buyers, and solidify an emotional connection with your audience that will withstand the test of time.
And, when you prioritize connection over attention, you’ll create meaningful content that your customers will remember for years to come.
Author: Alexa Creavey
Alexa Creavey is a copywriter and content strategist from Scranton, Pennsylvania. When she's not chatting in slack with her Growclass pals, you can find her reading old books, planting in her garden, or rewatching the RHONJ on Bravo.
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