4 Pieces to an Authentic Content Experience

Do you know what nearly 90% of folks look for in a brand? If you’re thinking “good deals” or “high-quality,” you wouldn’t be wrong. But you’d be going for the obvious.   

This study, conducted back in 2021 but still relevant today, revealed a trend I'm going gaga over… folks are hungry for someone they can trust. 88% of respondents reported that being able to trust a brand is critically important to purchase decisions, sitting under those other two factors by a meer point. 

Authenticity is what builds trust, but unfortunately, even that can be difficult to trust these days. The push for brands and entrepreneurs to “Be Yourself” on social media has risen to plenty of inauthentic authenticity, and separating the real from the fake is a task most consumers don’t have the time or mental energy to tackle. 

Want some help charting a path for your own authentic messaging?

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I get it, though. It’s not easy, which is why I offer a range of services geared towards helping your online presence grow from a place of true authenticity.

It seems we've made our way through the old pattern of only wanting Insta-worthy material to consume. Pinterest has had its day, and though we still love to be inspired, most of us have become disenchanted with anyone trying to pull the wool over our eyes by portraying all that picture-perfect beauty as 'normal.'

We want real.

But how can a brand generate content that consumers will see and embrace as such? Here are some ideas you can weave into your marketing strategy that seem to tick all the right boxes.

Authenticity Piece #1 - UGC (User Generated Content)

The report linked above gave staggering statistics of user behavior that revolved around the appeal of UGC. In fact, the majority of consumers said they would bounce from a website that didn’t have real-life user stories and visuals. The percentage was in the 60s for GenZ and Millenials!

If you’re not sure what qualifies as UGC, check out this blog from Sprout Social. They do an excellent job of breaking it down and giving tips on how to integrate it into your own marketing plan. But, in a nutshell, just know that your audience doesn't want to hear exclusively from YOU.

Social proof is in higher demand than ever before, and UGC is a prime opportunity to provide it for you brand.

Highlight your base’s content with shares, re-posts, comments, and reactions, and thank them publicly for their support.

Authenticity Piece #2 - Consistent Messaging

Before you started creating content, you sat down and figured out what to focus on… right?

If you didn’t, it’s possible that your messaging is going to be all over the place. If you’re doing everything yourself, it's possible that you're focused enough to get by. But if you ever intend to bring on another employer or ask a freelancer to help out, you’re going to need to clearly communicate your messaging goals. 

Write up the core pillars of your brand’s values and detail what you want your audience to know about you. Choose phrases to include often and make note of any words you want to shy away from.

The more specifics you can put down on paper, the better!

Authenticity Piece #3 - Storytelling and Educating

One of the most important things you can do as a brand is to maintain a solid record in the “offering value” arena. No one wants to be sold a bill of goods all the time. So why would we do that to our audiences? 

By bringing true value to the table, you give your audience a reason to stay around. You show that you’re worth listening to. But, more importantly, you actually practice a give-back mentality that really sets you up to appeal to the kind of consumers you want in your corner.

Hold to the 70/30 rule. Give more than you get.

That could look like telling stories from your IRL customers, educating people about issues that are important to your brand, tutorials about your products, or any other number of things that DON’T ask for your audience’s credit card number. 

Authenticity Piece #4 - Vulnerability and Creative Honesty

People are able to smell hypocrisy a mile away. Claiming perfection won’t get you very far in today’s marketing scene. Instead of brushing issues aside, think outside the box… and let people know that you know they’re there. 

Tazo Tea dropped a new and innovative look back in 2022 that gives a great example. The self-critique shows that they’ve recognized issues in the way they engage in marketing, and it turns the tables by creatively addressing them. It’s an honest look at prior shortcomings and really increases the authentic feel of the brand as a whole!

Your weaknesses are potential.

If you look at your company's shortcomings as opportunities to grow, you'll see them as assets. Make some real changes and share your growth with a consumer market that's more concerned about your values than ever before.

The Rise of Authenticity is Welcome in My Book

All things considered, I absolutely love that it's finally coming to light that consumers aren’t cool with the old MO in marketing. It may seem difficult for established brands to shift their trajectories. But I’ve felt this way for a really long time, so it’s nice to see studies and brands catching up!

In the end, I know it’s still marketing. But if it’s not just a new mask, a “faux authenticity” if you will, then consumers will really be able to drive the market. And if they require companies to manufacture and distribute responsibly, everyone will benefit.

Here's to authenticity, the new MO of the marketing world!