If you’ve read this blog before, you may recall several references to the importance of authentic content. That’s because at the core of every great brand, there is an existing authenticity that tells a story, portrays core values or reflects a certain culture or personality type. This authenticity is what the target audience relates to and is often what turns everyday consumers into empowered brand loyalists.
But just as genuineness and honesty is hard for many people, achieving authenticity is difficult for brands. It’s risky. It’s courageous. Being real means opening oneself up to criticism and critique.
So, how can we define this? Whether found on social media, blogs or company websites, here are three distinct qualities of authentic content:
Authentic content doesn’t stray from the brand’s original purpose and the target audience’s interests. Fitness Magazine wouldn’t blog about a new chocolate cake recipe (unless it was a “clean” version) just as Dunkin Donuts wouldn’t tweet about the importance of daily exercise. If they did, fans of these brands would be confused and it wouldn’t accurately affect the existing brand culture.
Great brands know their target audience’s likes, dislikes, tastes and preferences. That’s why great brands creating authentic content are considered helpful in their attempts to educate, entertain or benefit target audiences in one way or another.
Check out Birchbox’s YouTube channel for great examples of helpful, authentic content.
Being you means being original. Consumers see through regurgitated information that fails to stand out from the clutter of marketing messages we see each day. Sometimes, being original means taking risks and exposing innovative marketing strategies.
Thanks for reading Emerging Media & the Market! What’s your favorite example of a brand using authentic content?