Creating Authentic Content Matters

Among the challenges content copywriters and creators face regularly, one of the biggest hurdles they must overcome is finding a way to stay true to brand messaging while being authentic.

Authenticity is an extremely important word for today’s digital landscape. It describes content that avoids severe self-promotion, as users can generally sense when they are being misled. Authentic content is genuine and original. It gives audiences the sense that they are dealing with real people, because they are real people (with values, needs, and desires) too. Authentic content marketing forges bonds and strengthens connections, and ultimately drives customer loyalty. Authentic content marketing builds trust.

"We’re in an age of radical transparency. In this paradigm, authenticity isn’t a marketing tactic; it’s the only option for survival.” — Ross Crooks

For example, think about what you want your brand to be. Do you want your customers to regard your brand as liked and respected? Do you want your brand to be highly visible? If so, it's critical that you present yourself in a straightforward and honest way. Follow through on what you say in your content, and provide the quality of product or service that you advertise. Inform your customers and make them feel cared for. That’s what authenticity is, and that’s how you stand out from a sea of competitors. 

Remember: many of our buying decisions are typically influenced by emotions over logic. How you make a customer feel matters. Authenticity keeps things personal and creates human brand communication. And, as Ross Crooks for Forbes writes, this human brand communication is "about creating camaraderie and accountability that inspires us to build better products and workplaces, to live more healthy and meaningful lives.”

If your marketing campaigns aren’t as authentic as you would like them to be, consider taking steps towards expressing a new level of sincerity in your work. Believe it or not, your consumer base will immediately take not — and potentially show gratitude through their purchases.