In today’s ever-crowded, AI-heavy world, it can be challenging for businesses and brands to stand out. But, if you want to get the attention of your target market, you need to think outside the box a bit. The old tactics of relying on keywords to get you found aren’t as reliable, and even if they are, you don’t want your content to sound like everyone else’s. So what are you to do?
The trend is pointing to more authenticity in content. Now before you roll your eyes, I know the word “authentic” gets tossed around so much that it’s almost lost its meaning. But all that AI-generated content is making people crave authenticity from the business and brands with which they do business. And not only when those businesses are in the spotlight but all year round.
So now the question becomes how does a brand be authentic? The answer depends on who you ask, but it must include a few things, like transparency and consistency in its messaging, being true to its mission (even when it’s not convenient to), and always being honest with its shareholders. This helps establish trust and credibility with the target audience, both of which are critical in establishing long-term relationships,
Sos what does that look like in the everyday? Let’s discuss.
You’ve heard that features and benefits tell, and stories sell. But stories also help your audience relate to you on a deeper level. Plus, we like stories; we’ve communicated through stories for 20,000 years.
Of course, there are success stories, but you can go beyond those in your storytelling. One example of this is the message platform Slack. Its Instagram shares human-centric stories about its customers with a focus on people and culture, not just the tool. In fact, one video shows customers with their favorite coffee drink in the morning, prior to getting to work. Stories like these allow Slack to connect with its customers and prospects on a human level, engaging its audience and building a strong community on a macro level, which is what the tool allows its customers to do on a micro level.
Idea for you: How can you feature the real people behind the product or service you provide in your stories? Or, can you feature a real customer and go beyond the average case study and really talk about how the outcome you provided affected them on a personal level?
Why do you exist? What does your business stand for? Does that show up in your content? If it doesn’t, it should start to. Authentic, or purpose-driven content is in sync with everything else about the business, which sends a strong message that you walk the talk, and helps build credibility.
Take Patagonia. The brand’s roots are in storytelling with its mission, “we’re in business to save the planet," as the main character. You can see it all over its website, if you look past the clothes you want to buy. One great example is how it serves as a conduit between the website visitor and their local community with the Patagonia Action Works page, which links the visitor to environmental organizations and events in their area.
And then there’s 1% for the Planet, an idea from Yvon Chouinard, founder of Patagonia and Craig Mathews, founder of Blue Ribbon Flies. It started rather small in 2002, and since then, has grown with several big and small brands joining and giving more than $823 million to environmental causes all over the world.
Patagonia demonstrates through its messaging, content and marketing how it lives its mission every day. It shines through in an authentic way because it is so aligned with the what the company stands for. It’s not gimmicky and not phony, which isn’t always easy to pull off. So what can you do to connect to your why?
Idea for you: You don’t have to go as full-blown as Patagonia to connect to your values, but there are a few things you can do.
First, consider building a “values in action” content pillar that you update once a quarter with articles, case studies and videos demonstrating one of your company values playing out in a project, decision or client outcome. Or, you could reflect on an internal choice that is tied back to your mission, and share why the decision was made in a blog and on social media.
Demonstrating your authenticity helps you connect with your audience on many levels. First it accelerates trust and allows those who share your values to connect with you much easier. This is especially true in the B2B world where many buying decisions are dictated by budget and multiple stakeholders.
More than that though, it differentiates you from your competition. The reason is simple: your authenticity is unique to you. No one else has it, so why not use it to your advantage? And with such a crowded, noisy market, you need all you have to stand out. Your voice, values and how you show up are all meaningful differentiators.
And while imitation is the highest form of flattery, your authenticity makes you difficult to copy. And those who try will look foolish. Marketing gimmicks can be imitated, but your culture, mission and voice cannot. By showing up as authentic as you are, you link your message to your identity.
Finally, when what you convey externally matches the culture and operations internally, then your content becomes even more credible throughout the organization, reducing mixed signals and building a stronger brand experience.
If you want to ensure your messaging aligns with your mission and vision, there are a few steps you can take. First, take a look at everything you publish: content, marketing materials, sales emails and presentations, etc, and map out what each says about your brand values. You’ll be able to quickly see if there are any mismatches you can adjust.
From there, you can create a “content culture guide” which is similar to a style guide. With it, you define the values, tone and story themes you want to integrate into your content and ensure everyone on the team, from employees to contractors and agencies, has a copy.
While the term “authentic” is somewhat overused and cringe, there is power in living your true self and demonstrating who and what that is in your brand, messaging and content.