Digital Marketing Made Simple with Jennie Lyon · 2025-04-29 · 16 min
Key moments - from our scoring
Substance score
20 / 100
Five dimensions, 20 points each
Behind-the-scenes content works because it taps into the human psychology that drives reality TV - people want to see what's happening beyond the polished exterior. Jennie Lyon argues that transparent marketing, as coined by HubSpot, creates emotional connection and credibility by showing your process, team, and mission rather than just your finished product. This approach doesn't require perfection; in fact, the imperfection is the point. Lyon covers what qualifies as BTS content (workspace snippets, team celebrations, workflow documentation, personal business stories), then outlines five distribution channels: Instagram Stories and Reels for quick, casual sharing; email newsletters for candid workspace updates; podcast episodes for lessons learned; blog posts for project recaps; and website/About pages for values and client journey timelines. The critical step is tying BTS content directly to your offers - showing your funnel-building process while linking to your funnel service, or sharing email sequence structures alongside your Email Marketing Services. Common pitfalls include oversharing personal drama that dilutes authority, posting BTS content without strategic intent, creating disorganized clips, and focusing too much on entertainment rather than demonstrating trustworthiness. Lyon recommends adding BTS to your weekly content calendar, maintaining a shared folder of casual assets, and using templates like Canva to maintain branding without over-production.
BTS content includes workspace snippets, glimpses into how your offer is created, team meetings or celebrations, personal business stories, daily work-in-progress posts, and candid video clips - anything that gives audiences a peek into your process, team, tools, or mission.
Let your offers live inside the BTS content itself by showing the actual process (like mapping out a funnel or structuring an email sequence) and including direct links to your relevant services or free strategy calls within that content.
The main mistakes are oversharing personal drama that dilutes your authority, posting BTS without strategic connection to your brand, creating disorganized clips that confuse your audience, and focusing on entertainment value rather than demonstrating trustworthiness and competence.
Jennie recommends adding BTS content to your content calendar once per week to maintain consistency while staying genuine and intentional.
Instagram Stories and Reels work best for fast, casual sharing; email newsletters for candid updates; podcast episodes for lessons learned; blog posts for project recaps; and your website/About page for showing values and client journey timelines.
Our reviewer’s read on each dimension, with quotes from the episode.
The episode recycles well-known advice about authenticity, transparency, and trust-building in marketing without introducing novel mechanisms or counterintuitive frameworks. It reads as a listicle of obvious tactics (post behind-the-scenes content, tie it to offers, stay consistent) rather than diving into *why* or *when* BTS content actually moves conversion metrics, or what audience segments respond differently.
People want to buy from people, not faceless brands.
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.
The framing of behind-the-scenes content as a trust-builder is standard contemporary marketing orthodoxy, not original thinking. The five tactics listed (Stories, email, podcast, blog, website) are the default channels every marketer already knows. No contrarian angles, no first-principles reasoning, and no counterarguments about when BTS content might actually erode authority or repel B2B buyers.
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.
A little glimpse into your day-to-day builds a LOT of brand equity.
No guest is present; this is a solo monologue by the host reading from a pre-written blog post disguised as a podcast episode. Jennie Lyon is presented as an expert, but the content carries no evidence of operator-level scale, no specific case studies of her own work, and no peer-level practitioner voices to validate claims about what actually moves conversions.
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.
Need help turning your everyday into magnetic content? Explore our Content Strategy Services.
Almost entirely devoid of data, metrics, timelines, or named examples. The episode references HubSpot once in passing but provides no numbers - no lift in engagement rate, no conversion impact, no A/B test results, no case study with dollar amounts. The 'five ways' to share are tactics without context or proof of efficacy.
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.
Add "BTS" to your content calendar once a week
This is not a conversation at all - it's a monologue reading of a blog post with no interlocutor, no follow-ups, no pushback, and no exploration of nuance or real-world friction. The tone is prescriptive cheerleading with emojis rather than inquiry or dialogue. Zero opportunity to test assumptions or probe deeper.
There's a reason reality shows are still wildly popular - we're all drawn to what's happening behind the curtain.
Remember, your audience isn't watching just to be entertained - they're watching to see if they trust you enough to hire you.
Computed from the transcript - who did the talking, and the words that came up most.
Your content might look great, but does it feel real to your audience? In this episode, I’m discussing the power of behind-the-scenes (BTS) content and how it can transform your marketing from polished but impersonal to deeply relatable and conversion-friendly. If you’ve ever felt like your marketing is missing the “human touch,” this is the episode for you. Here’s what we’ll cover: Why BTS content builds trust faster than a pitch What counts as behind-the-scenes (it’s easier than you think) How to tie your everyday moments back to your offers Mistakes to avoid when sharing personal content Tips to stay consistent - without overthinking it ⌚ Time Stamps: 0:00 Behind-the-Scenes Content 1:15 1 - Why Does Behind-the-Scenes Content Work? 2:00 2 - What Counts as Behind-the-Scenes Content? 3:03 3 - Sharing BTS Content 5:30 Pro-Tip: Dont Just Post BTS Content 5:45 4 - How to Tie It Back to Your Offers 6:50 Pro-Tip: Let Your Offers Live Inside Your BTS Content 7:00 Common Mistakes to Avoid 8:22 5 - Tips For Staying Consistent Resources Mentioned: Free Strategy Call → I’m Jennie Lyon, a digital marketing expert and agency owner.
Transcribed and scored by The B2B Podcast Index.
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: Instagram LinkedIn Digital Marketing Made Simple on Apple Podcasts YouTube 🌟 Subscribe & Leave a Review: Rate, review, and subscribe to Apple Podcasts. If you like what you hear on the podcast, please consider rating and reviewing my show!
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