In the digital marketing world, trends are always at the top of everyone's mind. What is the newest technology, which social media platform gives the best results, how do you improve your website performance? The questions are endless for entrepreneurs and marketers. At times, it can be too much to take in and some business owners get overwhelmed...and can ignore what their audiences desire.
As a marketer, it is my job to watch the marketing trends for the year. Many websites and brands will compose lists of what to watch and how to get more customers engaged with your brand. Entrepreneurs and small business owners who want to grow their company may not have thousands of dollars to invest in new platforms and technology....but that is okay. I am going to give you five easy steps to capitalize on one trend - creating authentic content.
What is authentic content?
Authentic content is the common ground where your personality, trust, and your business meet. Authentic content can consist of personal stories, experiences, photos, memories, and more. When you show your true self to your customers, the more you are likely to build trust. Now, I am not talking about sharing all of your personal moments and photos on your social media or website. Authentic content is combining your experiences and your business mindset.
Why does authentic content work?
Showing your "human side" can be very appealing to customers. Take a minute to think of your social media feed or email inbox. Do you often find yourself scrolling past the content that is over-produced, full of too many graphics, or just lacking personality? Yeah, me too. Think of the content that makes you stop, read, and process your thoughts. Many of those posts don't include the items I mentioned previously. What are the posts that make you stop and think? It is likely the content with a personal photo, story, memory, or any type of human connection.
How do you grow your business with authentic content?
By now, you are probably thinking "Okay, so you want me to create content with personal stories but how does that build my business?" Have you ever thought social media content and emails that do not have the graphics and content lack any sort of "call to action"? How will people know you are trying to sell a product or service if you are only telling a personal story.
The most beautiful thing about authentic content is you are not asking your customers to do anything but listen, see you for who you are, and develop a relationship.
Common authentic content mistakes to avoid
I hope that I have given you some things to consider with embracing your authentic content for your business. If you are interested in sharing more authentic content with your customers, here are a few guidelines for authentic content to avoid. Although sharing more personal content has its benefits, if used in the wrong way it could have adverse affects on your business:
Complaining: we all have struggles and issues from time to time, but it is best to avoid sharing content that focuses on complaining and blaming. If you use complaining as a form of authentic content, you are running the risk of tarnishing your professionalism. If you have experienced trouble and want to share, always consider sharing your trouble with an effective way you overcome the issue. This will show your followers that you are taking methods to resolve the issue and provide insight to those who may also need help.
Using your social media as a diary: being authentic does not mean you need to share every detail of every minute...of every day (unless your brand explicitly revolves around your daily activities.) Taking pictures of your breakfast, picking out your outfit, or sharing the stacks of paperwork next to your computer all in the same day does not qualify as authentic content. Business owners should refrain from using social media platforms as a diary.
Not having a message: publishing content is important, but the message in the content is what is really important. Having a complete message that ties the human aspect to the business side completes your authentic content. When you just post a picture without any content, you are missing an opportunity to tell your story.
Now that you know the common mistakes to avoid with authentic content, you may be brainstorming ideas of content to post. In the long run you need to remember that being yourself is all that matters. Combine your human side to your business.
Here are five steps to creating meaningful, memorable authentic content:
Focus on your messaging: The most difficult part of creating authentic content is figuring out your messaging. Take time to write a few drafts of post, read them over, and ask yourself how you would respond. It is important to include keywords that are relevant to the topic, as well as your business.
Relate to your audience: When you write authentic content, it is very important to relate to your audience. This could include asking questions and sharing experiences. We do not live in a vacuum. A lot of us have similar obstacles to overcome. Ensure your message is uplifting, helpful, and thought-provoking for your audience.
Bring it back to business: Authentic content can be deeply personal. As a business owner, you need to remember to include how this personal information ties back to your business or brand. Example: you want to post a picture of a sunset from a recent vacation. In this post, you talk about taking time for yourself to recharge. You could talk about the benefits of taking a vacation and how it has allowed you to be a better business owner. You may want to encourage others, telling them of the benefits you have experienced first-hand.
Add the appropriate picture: Having a camera on our phone is great, especially for those that are willing to capture moments that are meaningful. Whether that is a sunset, an afternoon of networking, or snapping a picture of your hobby. Even though these pictures may seem trivial if posted without a message, they can move authentic content mountains in combination with your unique messaging.
Engage with your followers: If your authentic content has proven successful, you will likely have a lot of comments and engagement. It is always a good practice to reply to comments and provide any additional support to your followers. This shows good faith and builds trust.
At the end of the day, we all just want to be ourselves. We do not want to be selling this product or that service constantly. We want to be known as authentically ourselves. By creating authentic content, we are showing customers and prospective customers that we are human...just like them. Authentic content is not just a trend that is on marketing experts lists. It has been proven with many clients that showing your personal side creates interest, conversation, and ultimately long-lasting relationships.