Content marketing grew from a desire to give consumers value rather than a sales pitch.
According to some experts, though, a few emerging trends in digital marketing may be threatening the authenticity consumers have come to expect from internet content. Native advertising, consumer awareness and market saturation are helping undermine content marketing’s effectiveness.
Striving for an authentic voice when creating content is essential to building successful campaigns and sustaining growth.
The following counter-trends have been shown to help improve content authenticity for a stronger, more resonant message:
- Personal brands
Leverage the power of individuals and influencers by incorporating guest authors, posts, profiles and social media shares.
- Anecdotes and humour
Taking content to a personal level resonates more with consumers than a polished brand message. Even better if anecdotes can be lightened with jokes or a funny story.
- Low-key self-promotion
Excessive brand mentions or heavy-handed sales pitches are a quick turn off for today’s savvy consumers. Keep things natural for greater connection and engagement.
- Original content
Borrowing from other brands inspires consumer mistrust and scepticism. Content should be fresh and original, with a signature voice or tone.
- No gimmicks
This again speaks to consumer sophistication. People know when they’re being pitched to and research has shown they don’t like it. Stay away from gimmicks and clickbait to gain trust.
These trends are already being used by proactive content marketers with promising results. As consumer awareness continues to grow, striving for authenticity will serve many brands well going forward.