Content Is Proof, Not Bait

Many see content as a top-of-funnel tactic—a way to get attention.

While it can keep you top of mind, that’s just one piece of the puzzle.

Most of my business comes from networking and in-person relationships.

These interactions are the starting point. The content I share afterward is the proof that backs up what I’ve said.

It’s evidence of my values, skills, character, and beliefs. Anyone can talk up their company in a conversation.

The real test comes when someone researches you later. They’re not just browsing—they’re forming a judgment.

Your content either confirms their positive impression or it doesn’t.

Build relationships first, then use content to prove your credibility and show what you stand for.