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How do you grow your online business? Grow your email list? Build a social media following? Start a webinar, online course, or podcast? For many people, creating a profitable online business is the dream. Discover why thousands of online business owners have turned to Jennie Lyon to help them grow their online business using digital marketing and virtual assistant services. Jennie shares her best digital marketing tips, practices, and strategies to get you optimal results!
There’s a reason reality shows are still wildly popular—we’re all drawn to what’s happening behind the curtain. In business, your audience feels the same. People don’t just want to know what you offer… they want to know who you are, how you work, and why you do what you do. That’s where behind-the-scenes (BTS) content comes in.
If your marketing feels too polished, too curated, or too distant, it may be missing the one ingredient that builds real connection: authenticity.
🎯 In this blog, I’ll show you how to use BTS content to:
Build trust and relatability
Humanize your brand
Deepen connection (and conversions!) without oversharing.
📌 Table of Contents
Why Behind-the-Scenes Content Works
What Counts as BTS Content?
5 High-Impact Ways to Share It
How to Tie It Back to Your Offers
Common BTS Mistakes to Avoid
Pro Tips for Staying Consistent
Ready to Add the Human Touch?
Why Behind-the-Scenes Content Works
We buy from people we trust. Showing the human side of your business creates an emotional connection, builds credibility, and fosters a sense of belonging. BTS content creates what HubSpot calls “transparent marketing,” where your audience sees how things work, making them more likely to engage and make a purchase.
💡 People want to know the person behind the brand. A little glimpse into your day-to-day builds a LOT of brand equity.
What Counts as BTS Content?
Not everything has to be dramatic or emotional to count. BTS content is simply anything that gives people a peek into your process, team, tools, or mission.
✅ Snippets from your workspace
✅ A look at how your offer is created or delivered
✅ Team meetings, collaborations, or celebrations
✅ Personal stories related to your business journey
✅ “Here’s what I’m working on today” posts
✅ Candid video clips from your phone
Need help turning your everyday into magnetic content? Explore our Content Strategy Services.
FREE RESOURCE: Brand Building Workbook
5 High-Impact Ways to Share It
📸 Instagram Stories or Reels – Fast, low-effort, and perfect for showing a casual look behind the scenes
📩 Email Newsletters – Drop a candid update or share a photo of your workspace to keep things real
🎙️ Podcast Episodes – Talk through lessons learned or what’s happening behind the mic
📝 Blog Posts – Share project recaps, team updates, or a look inside your workflow
🖥️ Website/About Page – Show behind-the-scenes values, photos, or client journey timelines (see our About Page for ideas!)
💡 Pro Tip: Don’t just post BTS content—use it as a launchpad for engagement. Ask your audience questions or invite them to participate in the process.
How to Tie It Back to Your Offers
Your behind-the-scenes content doesn’t have to be random. It works best when it relates to your offers and expertise.
✔️ Building a funnel? Show your screen while you map it out and link to your funnel service.
✔️ Writing email sequences? Please share how you structure them and link to your Email Marketing Services.
✔️ Hosting a client call? Show the prep process and invite people to book their own Free Strategy Call.
💡 Pro Tip: Let your offers live inside your BTS content—not just follow it.
Common BTS Mistakes to Avoid
❌ Oversharing personal drama or things that dilute your authority
❌ Posting BTS to post, without tying it back to your brand
❌ Sharing disorganized clips that confuse your audience
❌ Making it all about you (hint: turn the lens back to how this helps them!)
Remember, your audience isn’t watching just to be entertained—they’re watching to see if they trust you enough to hire you.
Pro Tips for Staying Consistent
The key to BTS content is being genuine, yet intentional.
🗓️ Add “BTS” to your content calendar once a week
📷 Keep a shared folder of casual photos and videos to pull from
🎤 Record short audio notes or reflections you can turn into posts
📱 Use templates in Canva or Instagram to brand your casual content without overproducing it
If you’re juggling content creation and running your business, we offer done-for-you content plans that blend value + visibility.
Ready to Add the Human Touch?
Behind-the-scenes content builds connection, boosts engagement, and gives your brand that irreplaceable human element. It works because it’s imperfect. People want to buy from people, not faceless brands.
BTS content doesn’t require a script, a studio, or a social media team. It just requires you to show up and share. A little vulnerability, paired with a clear message, can go a long way in building trust, and trust ultimately leads to conversions.
📲 Start small, stay consistent, and remember: your audience wants to see what’s behind the curtain.
📣 Want to create a content strategy that blends polished marketing with real connection? Book a Free Call and let’s craft one together!
FREE RESOURCE: The $10/Day Ad Template
🧩 Connect with Jennie:
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Digital Marketing Made Simple on Apple Podcasts
YouTube
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Rate, review, and subscribe to Apple Podcasts. If you like what you hear on the podcast, please consider rating and reviewing my show! Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” I would love to hear which episodes you enjoy the most! If you haven’t already, please subscribe to the podcast. I’ll add new content weekly; you might miss out if you’re not subscribed. Subscribe now!