Authenticity – what it really means, who implements it (and who does not), why it matters – seems to be a discussion to do. So why does authenticity matter so much to brands?
We’re long past the advertising of the mid-twentieth century, where the go-to marketing campaign was merely placing your product in front of the camera (preferably in the hands of an innocently rendered actor), then simply telling the audience what it is.
Let’s fast forward a few decades – the Internet has completely changed the way companies enter the market. Thanks to social media, even giant corporations can now interact with their users personally. In fact, it has become necessary. While marketing has come a long way since the days of purely TV advertising and catchy jingles, the great irony is that a lot of it has regained around the very original idea: authenticity.
There is a genuine need for companies and brands to feel ‘authentic.’ Where once people could only see the polished side of a company in front of them, social media now allows for real human interaction between the customer and the company.
We are living and working in an era of low trust in institutions, people, and society. According to a survey – only 18% of consumers say they trust businesses. At its core, business is all about humanity. As consumers, we want to do business with people who share the same values. We want to work and buy from organizations that are true, genuine, and trustworthy. It boils down to authentic marketing and authenticity.
Studies show that one of the keys to removing customer engagement and success with online marketing is to promote brand authenticity through content marketing.
As one of the most effective ways to grow your audience, developing your brand presence, and boost sales, content marketing is a mission-critical growth method for most businesses.
As the digital era evolves, and Generation Z takes its place as the next main body of consumers, customers can more easily spot and ignore self-promotional or manipulative content. On the other hand, authentic content marketing entertains and educates in a way that builds trust with your audience and builds a solid and loyal relationship.
This article will help you get started with authentic content marketing and discuss why your content marketing should include more authentic and engaging content.
What is Authentic Content?
Authentic content marketing, also referred to by some experts as the “new revolution in marketing,” is content that tries to serve without actually trying to manipulate its audience and its industry.
Everything that tricks consumers is the opposite of authentic content marketing. And while most brands avoid overly shady techniques, many fall into the trap of dishonest, but not illegal, advertising tactics because “everyone else is doing it.”
Basic Principles of Authentic Content Marketing
Creating authentic content is not difficult, but there are some strategies you need to consider.
- Maintain Relevance: Everything from title tags and meta descriptions to page copy should be relevant to each other.
- Be respectful to your audience when replying to comments on social media or your website.
- Find Your Voice: Are you authoritative, humorous, or a little weird?
- Provide continuity across content campaigns: Do not try to break the stream of informative content with a humorous quip.
- Don’t be afraid to write according to your perspective: You are an authority, are you not?
- Get to know your niche and its audience: The company should not try its hand in political satire. You have to know your target niche and audience.
Engaging, consistent, high-quality content impacts audience decision-making more than any other tactic.
Benefits of Authentic And Engaging Content Writing
Sustainability in brand messaging is one of many factors that determine the growth and success of your business. Big brands know to portray their brand consistently and from every customer’s point of view.
The same logic applies to content marketing – your content needs to carry a distinct and recognizable voice, style, and pitch across all distribution channels. Content consistency establishes your credibility, builds trust, and strengthens your reputation. Some benefits are as follows:
- It adds value to your content writing by making you an authority.
- It Notifies readers about a particular need.
- It helps to focus on your audience by reaching the possibility of engaging specific content with your content.
- It leads to brand loyalty and perhaps even advocacy.
- It helps to seek customer retention by providing value.
- It encourages user-generated content and positive reviews.
- It makes engagement more readable and reliable.
- It leaves your brand at the top of your mind in future discoveries or shopping decisions.
An authentic brand is a company that is forthcoming and honest all the time. It promotes transparency to engage stakeholders, even when concealing something potentially damaging or harmful. In other words, authenticity is about being fully known, no matter what cost it will demand.
There are several ways for brands to promote authenticity, but it starts and ends with content in today’s market. Your content is your brand. If your content is authentic, then your brand is authentic.
This may sound obvious, but the most influential content is generated by users themselves, not by brands or influencers. People are more likely to listen only to other people, so the juggernaut of online reviews cannot be underestimated.
Brands and influencers have no power or place in the process of getting the word out. They may not resonate with supporters, but they have the critical ability to convey your message to a larger audience.
Authenticity is Being Human. This is so easy. Building your brand authority involves certain professionalism, but it does not mean that your copy needs to be filled with long sentences and vague words. If you want to stand out from the crowd, your copy needs to talk to people in a way that they can relate to.
Conclusion
The more virtual our life attains, the more hunger we have for something – experience, knowledge, conversation – real. Our customers don’t just want products or services. They want to align with the company they trust; To get to know the people behind the brand. They want the real, they want the relatable, and they want it constantly.
Your job as a marketer is to help fulfill those desires. If done right and well, authentic marketing content can work – engaging your audience and gaining their trust (and their business). If you want to know about the secrets of getting the highest customer retention in your niche, contact us. Our experts will give you a free consultation about the same. Call Now!