Today, more than ever, brands are using digital marketing to engage with consumers.
Engagement drives conversions, and this generates revenue. And the most successful digital marketers are those that are open and transparent. But few brands appreciate the importance of being authentic.
Brand authenticity has a big impact on customer behaviour. And content needs to help audiences understand a brand’s values and goals, and show them it cares. This immediately offers more value and ups engagement levels.
In today’s digital marketplace, if content is authentic, the brand is perceived to be too. Content that shows character, tells stories, and is personalised, draws audiences in. Marketing is about creating two-way conversations, and consumers should feel that brands are speaking with them—not at them. And because two-way conversations are more genuine, they’re easier to follow.
When customers engage with a brand, they should always feel they’re gaining something—whether that’s entertainment, a handy life-hack, or an answer to a problem. And a brand that fully understands its target audience produces content that’s highly relevant—upping the all-important authenticity level.
If a brand has something worthwhile to say, audiences listen. Surveys, polls, reviews, ratings, and case studies provide proof of value—meaning audiences really listen. And the more a brand can prove, the more authentic it will appear.
KEEPING IT LIGHT
Content-based marketing is under threat.
Native advertising is chipping away at customer trust—both in the brand that’s paying for the ad and the brand that’s hosting it. And because consumers are now more aware of modern marketing techniques, they’re thinking twice about what they click on.
Content shouldn’t sound like a salesman looking to close the next deal. Brands should use it to act like a mentor that cares about and nurtures its audience. That’s what authentic brands do.
MAKING AUTHENTICITY WORK
So, how can brands be more authentic?
People trust other people, and using a guest author helps support a brand’s own content, making it seem more authentic. Incorporating anecdotes—such as personal experiences—makes content more authentic and relatable. Injecting humour also helps keep content feel real.
Making sure content is original, with a unique tone of voice, helps build trust. And avoiding gimmicks or sensational-sounding headlines stop content from looking like click-bait.
Got a question about authenticity or a suggestion for how brands can keep things real?
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