Keeping Your Content Marketing REAL

by | 5 Things to Share Newsletter, Log Homes, Manufacturing, Nonprofits, Web Design

Hi Partner,

How are you doing? There's a lot of pressure these days to show up perfect and polished. Whether it’s saying just the right thing on your website or churning out your best content on social media day after day.

 
But here’s the thing—you don’t have to be perfect. You just need to be real.
 
Authenticity builds trust, especially in the age of AI.
 
People hate perfection. Visually, (and verbally) imperfections are what add character your brand and make it feel real. People relate to that.
 
It's also the people behind your company, the process behind the product, and the expertise you bring to the table that create a genuine human connection and build a relationship with your audience. 
 
And that's what grows your business.
 
So, here are 5 Things to Share—small ways you can keep it real across your content marketing channels.

Keeping Content Real

Instead of posting all the perfectly polished shots of your products or log home projects. Show your process. The behind the scenes. Log Contractors, this blog post is for you I whipped up a list of 34 ideas to help you keep it real.

History of Caulking Timeline Ad

Pull Back the Curtain

Explain in an email the logic behind your decisions. And share what's changed and why. Here's some cases when you might want to pull back the curtain.
Tell your brand’s story (like in the ad above.)
Reveal the creative behind packaging redesigns.
Share the why of product reformulations.

How Sashco adds a human touch to your emails

Add a Human Touch

Add a human touch to a postcard, brochure, or a sales sheet, or an email sign-off. Instead of contact us for more information, try: Questions? Call Mark at our Denver office, he'll be happy to chat.

Show and tell your story in social media marketing

Branding: Trends End

Stop chasing trends. Show and tell the real story behind your brand:

  • Use real photography.
  • Pick fonts have personality.
  • Define your brand colors.

Need help? Download this DIY workbook to get the ideas flowing.

The Quick Take

If you’re feeling stuck with your marketing, take a moment to pause and think.

Then, take action. Even a micro-step, right or wrong, you’ll learn from. It all adds up to success in the end.

Truwerk Branding Example

Make It Sound & Look Like You

Your copy should reflect how you speak. Avoid jargon and industry talk. Your visuals should also be unique to your brand. Take real photos on your phone or hire a photographer. Check out the Truwerk workwear website for inspiration.

The Quick Take

If your marketing feels like it's trying to be everything to everyone and perfect it might be time to inject more personality and get real with your content. Think about where your marketing feels a bit too polished and start there.

Real World Example: Log & Timber Solutions

Log and Timber Solutions knows who their customers are: log homeowners who need help restoring and maintaining log homes. They keep it real by:
Showcasing video and photos on their website of their crew on the job.
Highlighting their crew, before and afters, and real life log home maintenance issues on social media.
Sending emails with timely and seasonal discounts (see above ☝️).

Social Media Marketing World Conference 2026

SMMW Conference, Anaheim, CA

April 28–30, 2026

I believe AI is just another tool in our toolbox. So this April you'll find me in Anaheim, CA learning how to use AI for good along with the latest in Social Media Marketing. Learn more here.

Sarah Spoelstra

I help build brands.

Do you need help figuring out your next marketing step? I can help. 

I love partnering with folks across the log home, building materials, nonprofit, and consumer goods industries—big or small.

I aim to help you get the good word out about your products, services, and mission so you can grow. Schedule a discovery call and let's talk shop.

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