Strategies to build trust through unrehearsed content

Most content advice is safe. And generic. “Add value.” “Post consistently.” “Use hooks.” “Be authentic.” It’s not wrong. It’s just not enough. Because being “valuable” doesn’t guarantee visibility. Being “consistent” doesn’t guarantee conversations. And “authentic” has lost all meaning when everyone sounds the same. Here’s the truth: You don’t need content advice. You need content clarity. Most creators are drowning in advice: → Repurpose more. → Tell stories. → Be educational. → Don’t forget carousels! But still… 🟠 No leads. 🟠 No conversations. 🟠 No consistent momentum. Why? Because the advice is surface-level. It tells you what to do. But not how to make it land. Let me show you what changed things for me: I stopped asking: “What should I post?” And started asking: “What needs to be opened for my ideal client today?” Not content that informs. Content that activates. → Opens curiosity → Opens questions → Opens decisions And trust follows that. Let me break it down even further. Most content floats around in this zone: ✅ Informational ✅ Polished ✅ Feels smart ❌ But… no one replies ❌ No one saves it ❌ No one DMs you afterward Here’s what works better: ✅ Content that mirrors their thoughts ✅ Content that names their hesitations ✅ Content that leaves one in tension intentionally unresolved That’s what moves people. Not generic advice. Not “3 value tips.” Not “post more often.” If your content sounds like everyone else’s… It’s because you’re still following advice made for algorithms, not humans. I’m not here to game the feed. I’m here to build trust — one post at a time. So NO! I don’t care if this gets 100,000 views. I care if one person quietly thinks: “This hit deeper than most. I need to talk to them.” P.S I see you reading this...share it!👀

A frustrated and burnt out client told me, “I feel invisible when I’m not posting, but I can’t keep up with the pressure to always show up.” The truth is, visibility isn’t just about posting every day. It’s about presence, not performance. Their profile looked great, but there was no movement. No conversations, no clicks, no traction. We took a step back and focused on subtle, sustainable actions that didn’t rely on constant content. We optimized their profile to speak directly to the right people, added a testimonial that told a clear before-and-after story, and used strategic engagement to stay top-of-mind. Within a few weeks, leads were rolling in, and they hadn’t posted once. I call it the Quiet Authority Method, because sometimes, showing up well is louder than showing up often. Here’s how you can do it: 🔸 Share One Thought, Not the Whole Chapter • You don’t have to post a full lesson, just one insight or observation can land. • A quick story or shift in mindset is more powerful than a wall of text. End Result: It keeps you visible without overwhelming yourself or your audience. 🔸 Repost with a Twist • Quote someone else’s post and add your take. It’s low-pressure but high-engagement. • Your voice matters, even when you’re not the original source. End Result: You stay in the feed and build credibility, without having to create from scratch. 🔸 Show Behind-the-Scenes Instead of “Big Wins” • A messy middle moment, a work-in-progress, or a small realization is enough. • People relate more to growth than they do to polish. End Result: Vulnerability builds trust, especially in a sea of highlight reels. 🔸 Comment With Intention • If posting feels like too much, commenting with a fresh perspective still builds your presence. • You’re building equity with every smart reply. End Result: Consistent interaction makes people remember you, sometimes more than a post would. 🔸 Turn a DM into a Post • Someone asked a great question? Answer it publicly (with permission). • These often resonate the most because they reflect real struggles. End Result: You’re creating content that feels personal, and solves problems others are quietly dealing with too. 🔸 Save Your Best Ideas in a Vault • You don’t need to post everything now, just don’t lose them. • Even saving drafts keeps the momentum alive. End Result: Capturing ideas creates a content bank you can return to when you’re ready. Even when you’re not posting, your B2B profile can do the heavy lifting. With the right setup, it draws the right people in, builds quiet trust, and keeps you visible. That’s the idea behind the Quiet Authority Method. ⸻ ♻️ REPOST if this resonated with you! ➡️ FOLLOW Rheanne Razo for more B2B growth strategies, client success, and real-world business insights.

CBS is canceling The Late Show with Stephen Colbert for financial reasons (wink, wink). Given the current climate of institutional pressure and media capitulation, that seems fishy. Regardless, the timing speaks volumes about how institutional behavior affects trust. After years of conversations in life sciences and marketing, I’ve noticed the path to trust isn't through control, but more so through shifting the context from institutional to personal. I've seen this in my "walk and talk" videos with life science marketers and scientists. These conversations, recorded while casually walking outdoors, consistently generate deeper engagement than other formats. I’m sure part of it is the novelty of the informal outdoor setting. But there's something more to it. When you change the physical context of a conversation, you change its emotional context too. Just as a late-night talk show guest sharing a personal story creates a different connection than their movie trailer, watching someone walk and talk about their work feels fundamentally different from seeing their corporate presentation. That shift mirrors how we build trust in human relationships. We don't trust people solely because of their credentials or their perfect product description. We trust them because we see glimpses of them as people, their thinking process, and the context around their work. Going back to Colbert and late-night TV: Sure, guests are there to promote their work, but the connection happens when the conversation moves past “the product”. When an actor shares a story about their childhood, or a scientist shares the origin of their passion, we want to know more. Where will influence come from in an age of declining trust for institutions? The more institutions try to control their message, the more they undermine their own influence. At the same time, individuals and brands willing to shift the context to show the human side and their process through informal conversations have an opportunity to build stronger, deeper trust. This has been playing out across media. While major institutions clamp down, one can see the trend toward individual voices building engaged audiences through podcasts, Substacks, and YouTube channels. For those of us in life sciences, this presents a challenge and an opportunity. The challenge is getting comfortable with loosening the grip and showing more of the process and the people behind it. The opportunity is the chance to build deeper, more authentic connections by deliberately shifting contexts. Sometimes that means taking a walk with a camera rolling. Sometimes it means sharing the thinking process behind a decision, not just the outcome. The institutions that succeed in this new era won't be the ones with the tightest control. They'll be the ones with the courage to let people speak, to show their human side, and to trust that authentic connection garners more influence than packaged perfection.

How I built authority and trust faster with livestreaming (and how you can too) Livestreaming is the fastest way to build real-time connections with your audience at scale. Why? Because people crave authenticity, and there's nothing more authentic than going live. It forces you to be genuine, unscripted, and in the moment—qualities that today's audience values more than a polished, edited video. If you’re not going live here or on other social channels, you’re missing out on a direct line to your audience’s trust and engagement. Want to increase your audience engagement? Here’s how: Consistency is key – Start going live weekly. The more you show up, the more your audience will too. Engage directly – Livestreaming allows for live Q&A and real-time reactions. This gives your audience a voice and making them feel heard. Authenticity over perfection – People relate to real moments. Embrace the mistakes—they make you more relatable. Repurpose your content – Turn your livestream into snippets for posts, podcasts, or blog articles. If you're still only relying on pre-recorded videos to build trust, you're already behind. Livestreaming is the now and future of marketing and sales. What’s stopping you from hitting "Go Live" on LinkedIn?