As we all write about the best tactics to get our content discovered or the best practices for SEO and branding, there’s one valuable component that’s left out of the conversation.
I’d argue that authentic content marketing, above all, is the most effective way to market to millennials, younger audiences, and prospective customers not immediately interested in your products or services.
According to one survey, 84 percent of millennials stated that they don’t like advertising at all. The world is becoming more tech savvy and media literate.
To define our terms correctly, authenticity means honesty. Your audience can spot false advertising or a brand attempting to cash in on a trend from a mile away.
Consider Pepsi’s disastrous Kendall Jenner commercial and how poorly it was received. Even Ram trucks caught a lot of flack after the Super Bowl for their use of Martin Luther King’s speeches to sell its trucks.
When content is honest and transparent it sparks deep reflection and conversation. In industry terms, authenticity is the key to customer engagement.
Authenticity in content marketing is obviously an indispensable component of branding, but there good ways and poor ways to try and communicate authenticity.
Read more and I’ll share my ideas on how you can communicate your authenticity through your content to improve your customer relations.
Online reputation management is often left out of the conversation when discussing SEO, even though it greatly impacts marketing strategies.
According to one survey, 84 percent of customers trust online reviews as much as recommendations from friends. Furthermore, all it takes is one bad review or press article for people to form a negative opinion of your business.
Why do consumers take so much stock in the opinions of others? Well, they’re not biased; they’re authentic, even if sometimes mistaken.
Read more here.