To say that the current climate for marketers is unprecedented would be an understatement—as we finally approach the light at the end of the tunnel in regards to the coronavirus pandemic, marketers in every industry have been dealing with curveball after curveball throughout the past year or more. This means that when it comes to drafting a successful content marketing strategy, making decisions can feel quite daunting.
Though a global pandemic is typically the exception, change is always inevitable—which is why adaptation is always key to keep businesses relevant. As consumers’ habits change with the economy, global trends, and local factors, the best way that content marketers can keep up is by mastering the ever-important art of true, authentic communication.
Why Authenticity is Essential
It is probably not news to you that people are warier of marketing messages than ever before, so coming off as “all sales all the time” is not necessarily the best strategy in content marketing…but what is? Trends are pointing more and more towards the importance of authenticity in marketing, and now that the pandemic has shaken up everything we know about “business as usual,” that is ringing even more true. Consumers are looking to get to know the people and the message behind the brand, and authenticity can create a real connection with your audience unlike anything else.
How to Boost Authenticity in Your Content Marketing
Do a Content and Communications Audit
If you typically send out Instagram posts every day, emails every week, or announce new products every month, chances are, a lot of that is on autopilot or fully automated. While automation is a great way to save time in many cases, now is a great time to do an audit and be sure that your messages are still relevant and feel authentic to your brand. As a consumer, nothing feels worse than getting a generic DM with someone else’s name or having your inbox blown up by the same promotion each week, but a quick audit can help you avoid these faux pas.
Don’t Hit the Brakes on Marketing Efforts
If your company isn’t investing in its growth, establishing your brand and expanding your business’ reach will likely be a slow-going process. When things get uncertain, marketing is often the first budget to be cut—but prioritizing it even during tough times can make all the difference. Consistent, creative marketing is a great way to keep your brand relevant regardless of what else is happening in the world.
Talk About Your Company’s Community Efforts (Tastefully)
Consumers have raised their standards for what businesses they support and how they choose to spend their dollars—which means they want to know that the companies they care about are supporting their values. While this is certainly not an excuse to break out the humblebrags, there is a lot of merit in sharing the amazing initiatives your company is taking. Whether you’re doing local volunteer days or donating proceeds to a national organization, speaking out about the things your company cares about is a fantastic way to connect with others.
We’re all about authenticity in everything we do, so if you need guidance on content marketing, we can help out. Contact us today to learn more about our services.
