As an athlete, training is my priority. Content creation is not something separate from that routine, but something that fits naturally into it. Over time, I’ve developed a simple system that allows me to document my daily life as an athlete and turn it into meaningful content without disrupting training. Step 1: Starting With Real Life, Not a Content Idea Most of my content does not start with a script. It starts with training, recovery, class, or travel. Instead of asking “what should I post today,” I pay attention to moments that already feel real or meaningful. This could be a hard workout, a recovery session, or a moment of reflection after training. By starting with real experiences, the content stays authentic and easier to create. Step 2: Choosing the Right Format Once I identify a moment worth sharing, I choose a format that fits it naturally. Talking videos work well when I want to explain how I’m feeling or what I learned from a session. Reels are useful for showing movement, training rhythm, or short storytelling moments. I often add subtitles because many people watch content without sound. This small adjustment improves accessibility and engagement without changing the message. Step 3: Creating Interaction, Not Just Views One of my main goals with content is interaction. Instead of posting and moving on, I try to invite conversation. Using question boxes, polls, or simple prompts allows followers to respond and feel part of the process. This turns content into communication. It also helps me understand what resonates with my audience, which informs future posts. Step 4: Keeping the Process Sustainable Consistency matters more than volume. I do not post every training session, and I do not try to capture everything. I focus on quality moments that align with my values and my personal brand. By keeping the process simple and flexible, content creation remains sustainable alongside sport, school, and daily responsibilities.

When I first started creating content, I believed strong marketing meant polished marketing. Clean visuals, carefully written captions, and only sharing moments that looked successful felt like the safest way to build credibility. Over time, my experience as an athlete and as someone managing content for a professional triathlon team challenged that belief. I began to notice that the content that created the strongest connection was not the most perfect, but the most honest. This shift is what changed how I understand authenticity in content marketing. Authenticity From a Content Marketing Perspective In content marketing, one of the core goals is relationship building. Visibility may bring attention, but trust is what sustains engagement over time. When content feels overly curated, audiences may consume it, but they rarely connect with it. Authenticity, when used intentionally, becomes a strategic choice. It allows brands and creators to communicate values, not just outcomes. In sport, where performance is often the focus, this distinction becomes even more important. A Real Example From Podium Racing One experience that clearly shaped my perspective happened while creating a reel for Podium Racing. During a race, one of our athletes crashed while leading the event. Despite the setback, he got back up and finished the race in fifth place. From a traditional marketing standpoint, it would have been easy to focus only on the winner or highlight a podium result. Instead, I chose to frame the reel around resilience and perseverance. The story focused on the athlete’s ability to overcome adversity rather than the final placement. The response to that content stood out. Engagement increased through comments, shares, and direct messages from people who connected emotionally with the story. Many responses focused on respect for the effort rather than the result. This moment reinforced an important content marketing principle: audiences connect more deeply with stories that feel real and human. Authentic storytelling created stronger engagement than a performance-only narrative. Connecting Experience to Strategy This experience helped me better understand how authenticity supports long-term content strategy. By choosing to highlight the process instead of just the outcome, the content aligned more closely with the values of the team and its community. Why Authenticity Supports Sustainable Growth From a strategic perspective, authenticity reduces creative pressure and increases consistency. When content is grounded in real experiences, it becomes easier to show up regularly without forcing perfection. Authenticity also strengthens brand equity over time. It allows audiences to grow with the brand or athlete, especially in environments like sports where outcomes are unpredictable and progress is not always linear. Final Reflection Authenticity in content marketing is often treated as a trend. Based on my experience as both an athlete and a content creator for a professional team, it is better understood as a strategy. When content prioritizes honesty, intention, and real storytelling, it creates stronger connections and more meaningful engagement. In the long run, that connection is what makes content effective.

​Social media has become one of the most powerful tools for athletes and small sports brands. Yet, many people still approach it with the wrong goal in mind: chasing followers. While growth matters, real value comes from building a community that actually cares about your story, your journey, and your purpose. As an athlete and content creator, I’ve learned that community is what turns content into connection. Likes fade quickly, but trust, consistency, and shared values last much longer. Why Community Matters More Than Numbers ​ A large following does not automatically mean impact. Some of the strongest brands and athletes have smaller audiences that are deeply engaged. Community creates loyalty. When people feel seen and included, they interact more, share your content, and support you beyond social media. For athletes, this means fans who follow your races, support your sponsors, and believe in your journey. For small sports brands, it means customers who trust your message and feel aligned with your values. ​ Content That Builds Real Connection   Educational content is one of the most effective ways to build trust. Simple explanations, tips, or lessons related to your sport help your audience learn something new and see you as a reliable source. Behind-the-scenes content is just as important. Training sessions, recovery days, travel moments, or even setbacks show the human side of performance. This kind of content reminds people that progress is not linear. For my personal account, I usually create more talking content. Adding subtitles is also an important tip, since many people watch content without sound. Using question boxes helps create real interaction and allows you to actually “talk” with your followers, rather than just posting at them. Consistency also plays a major role. Posting regularly does not mean posting perfectly. It means showing up with intention and staying aligned with your message. ​ Common Mistakes Athletes and Brands Make ​ One common mistake is focusing only on performance highlights. While results matter, they are only one part of the story. Audiences connect more deeply with the process than with the podium. Another mistake is copying trends without adapting them to your voice. Trends can be useful, but only when they make sense for your brand and message. Finally, many people underestimate storytelling. Every post should have a reason to exist, whether it is to inform, inspire, or connect. Simple actions you can apply today start by identifying what you want people to feel when they interact with your content. Then choose content formats that support that goal. Engage with your audience intentionally. Reply to comments, ask questions, and acknowledge your community. Most importantly, allow your content to evolve with you. Growth as an athlete or brand should be reflected online.  ​