Authentic content marketing can help you build a real connection with your audience.
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June 15, 2021 4 minutes to read
The opinions of entrepreneurs’ contributors are their own.
In the breakneck business world presented in 2021, authentic content marketing is more important today than ever. Less than a month ago, I had barely posted any content for several weeks.
Unrelated to the content I thought I should post, this simple change of perspective gave me new ideas for the purpose and intent behind my content. Instead of presenting objects and achievements to brag about rights and status, it should come from a place of authenticity and show that I really care about other people.
It only takes one look at a coaching group on Facebook to be plagued by well-written, paragraph-length posts trying to sell the group’s audience. “I used to drive my Toyota Corolla, now I drive a Ferrari – check out my new course for how you can do the same.”
While I recognize that this works for some, I see it as exploitation of the vulnerable, which I am sure does not agree with me. Just the thought of posting something like this makes me wince.
Social media is plagued by fake characters who do almost anything for money. Technically just a weak character representation of them, but this also badly reflects the entire online industry.
Related: 10 things business owners never want to but shouldn’t talk about
It doesn’t take much scrolling to come across an “entrepreneur” with a picture of an exotic car next to a terrifying caption. Images like this are used by marketers to inspire envy and sell the dream to their beloved fans. What most YouTubers don’t know, however, is that when they post these types of posts, they are not really building any real connection with their audience.
Instead of doing the post about the car, do the post about the history of what it took to get there. Story is the most powerful way to influence, engage, and inspire, that resonates with your audience and builds a real and lasting emotional connection.
We all now know that people do business with those they know, like, and trust. An added benefit of authenticity is that it allows you to distinguish those you really like from those you don’t. Being authentic can make you vulnerable, as sharing personal stories can make you vulnerable to criticism. However, doing this allows you to tap into psychological biases like sympathy bias that create a bond between you and your audience that they can’t help but tell their friends about.
The more people you really like, the more people will naturally be more inclined to do business with you. Instead of just showing off your beautiful car in your marketing, tell the story behind what it took to get you there – a lot more people will like you for it.
Related: Shea Serrano sold his newest project without telling anyone what it was. But his 400,000 Twitter followers bought in and he thinks it’s hilarious.
Stand out from the crowd
Social media posts are a dozen. Authentic, unadulterated and personal stories, on the other hand, are far less common. If someone tells us a real story, we are up to 22 times more likely to remember it because we can resonate with it. Lots of people believe the best way to get noticed is through crazy photography and graphics. While this certainly plays a role, authenticity is far stronger when it comes to going out of style and standing out.
In my personal experience, I’ve found that the most engaging posts are the ones where I share an authentic story that means a lot to me. Remember that humans are emotional beings. By combining great photos with authentic captions, you’re sure to be noticed and remembered.
In a world full of entrepreneurs and marketers who can be anything but honest, you go down the path of authenticity in everything you do. This will help you build unbreakable bonds with your audience, stand out from your competition, and ultimately be more successful. So get out there, speak your truth and show yourself as your most authentic self.