Content marketing is an indispensable strategy for today's marketers, the digital economy has created incredibly tech savvy and media literate consumers who quite simply aren't convinced by 'corporate speak' anymore.
Inbound marketing (blogs, testimonials, social media, reviews etc) has replaced traditional outbound marketing (they just don't work anymore!) and we now have to make sure that our content stands out above our competitors.
This isn't always easy though, given the sheer volume of content being produced and distributed daily online. What's the answer? Authenticity!
Being authentic was never a concern when I worked on marketing campaigns several years ago, the strategy was all about pushing corporate messages out to our target audience. All change today though, as the stats show:
- 84% of millennials state that they don’t like advertising at all
- 84% of customers trust online reviews as much as recommendations from friends
So how do we strike the right balance between providing valuable content whilst also representing brand values and driving consumer engagement?
This is a great post by Search Engine Journal which explains some easy strategies you can undertake to improve your content campaign. Authentically........
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. Authenticity in content marketing is obviously an indispensable component of branding, but there good ways and poor ways to try and communicate authenticity.