Unoriginality Sucks: Why You Need Authenticity In Content Marketing

When it comes to the modern digital sphere, content marketing has evolved from a buzzword into a non-negotiable strategy for businesses of all sizes. With the constant influx of information and a myriad of brands vying for consumer attention, standing out in the crowded marketplace is more challenging than ever. While many companies resort to repetitive tactics and recycled ideas, they soon realise that this approach has a shelf life. The hard truth is that a lack of originality is not just uninspiring—it’s unsustainable. So, what’s the alternative? The answer lies in authenticity. This post explores why the absence of originality is a precarious path and delves into the critical importance of authenticity in content marketing. In doing so, we’ll uncover actionable insights to ensure your brand not only survives but thrives in the long term.

Why Authenticity Matters In Content Marketing

In an age where consumers are bombarded with advertisements and promotional messages every waking minute, authenticity has become the cornerstone of effective content marketing. It’s no longer enough to merely attract eyeballs; you need to earn trust and foster genuine engagement. Authenticity holds the power to transform your audience from passive viewers into active participants, from potential customers into brand evangelists.

How Authenticity Builds Brand Identity

But what exactly does it mean to be ‘authentic’ in your content? At its core, authenticity involves creating content that is true to your brand’s values, mission, and ethos. It’s about being genuine, transparent, and free from pretence. This sort of content not only resonates with your audience but also strengthens your brand identity. When you consistently publish authentic content, you’re sending a clear message about what your brand stands for, thereby establishing a unique place in the market.

Real-World Examples of Authentic Content Marketing

Still sceptical? To better illustrate the power of authenticity in building a brand identity, let’s explore some real-world examples of companies that have mastered the art of authentic content marketing.

• Lush Cosmetics: Known for its commitment to ethical sourcing and animal welfare, Lush uses its platforms to educate consumers about sustainability and ethical practices. Instead of focusing solely on product promotion, they incorporate their values into their storytelling, effectively creating a brand that is about much more than just cosmetics.
• Slack: This workplace communication tool has managed to position itself as a brand that truly understands the needs of modern teams. Slack uses authentic content such as user testimonials and work culture insights to engage its audience, going beyond the software to discuss the human element of teamwork.
• Nike: Through campaigns like “Just Do It,” Nike empowers its audience by aligning its brand message with personal growth and achievement. This is not just about selling sportswear; it’s about selling a lifestyle and a mindset that resonates deeply with their customer base.
• Patagonia: This outdoor clothing brand focuses heavily on environmental sustainability. Instead of just pushing product sales, they share stories and documentaries about environmental issues, aligning perfectly with their brand values and mission.
• Buffer: Known for their transparency, Buffer publishes reports on company earnings, diversity, and even failures. This builds incredible trust and loyalty among their user base.
• Airbnb: Through their “Host Stories” and experiences, Airbnb allows real hosts and guests to share their stories, thereby humanising the brand and making it more relatable.

How Authenticity Builds Brand Identity

In an increasingly competitive market, having a strong brand identity isn’t just a nice-to-have; it’s an essential component for long-term success. So, how can authenticity play a role in shaping this identity?

Firstly, authentic content acts as a mirror that reflects your brand’s core values, mission, and ethos. When you produce content that is genuine and true to what your brand stands for, it resonates deeply with your target audience. This isn’t merely about avoiding plagiarism or steering clear of clichéd industry jargon; it’s about infusing your unique perspective, voice, and value proposition into everything you publish.

Secondly, authenticity creates a unique narrative that sets you apart from competitors. In today’s market, consumers are not just buying a product or service; they are buying into a story and a set of values. When you utilise authentic content to tell a compelling story, you create an emotional connection with your audience that transcends transactional relationships.

Lastly, a consistent presentation of authentic content across all platforms helps in building a unified and easily recognisable brand identity. Whether it’s blog posts, social media updates, or email newsletters, maintaining a consistent tone and style that is true to your brand acts as a thread that ties all your marketing efforts together.

The Consequences Of A Lack Of Originality

While the virtues of authenticity in content marketing are clear, the flip side—what happens when brands fail to be original—is equally noteworthy. A lack of originality can have a cascading effect on various aspects of your business, from customer engagement to brand reputation.

Cookie-Cutter Approaches Do Not Cut It

Brands that employ a cookie-cutter approach to content creation often find themselves lost in the noise. Take, for instance, the fast-food industry. When Burger King attempted to mimic McDonald’s marketing strategies a few years back, they saw a decline in unique customer visits and their brand identity became muddled. Customers have come to appreciate original takes even in sectors that seem homogenous.

The Erosion of Trust

Another significant concern is the erosion of customer trust. Consider the case of Huawei, which faced considerable backlash after it was discovered that their supposedly candid photos were professionally staged. The incident hurt the brand’s reputation for a significant period and dented consumer confidence.

Long-Term Viability Is Compromised

Failing to be original can also compromise the long-term viability of your brand. BlackBerry is a classic example of this. Once a market leader, they failed to innovate and adapt, sticking to their initial product range while competitors like Apple and Samsung pushed the envelope. The consequence? A once-dominant brand reduced to a niche player.

Short-Term Gains, Long-Term Losses

There’s an alluring temptation in the business world to seek quick wins, especially in an age where metrics can be closely monitored and successes celebrated in real-time. However, it’s crucial to understand that unoriginal content might offer some short-term gains but poses significant risks in the long term.

The Illusion Of Success And The Buzzfeed Example

Let’s take the example of Buzzfeed’s early years. The platform was notorious for using clickbait titles to drive traffic. Initially, this tactic skyrocketed their page views, giving the impression of a booming business. However, it also led to reader fatigue and mistrust over time, making it a classic case of short-term gains but long-term unsustainability.

Adding to this is the Buzzfeed controversy surrounding the treatment of various popular personalities on its channel. Many of these personalities broke away to start channels of their own. A notable example is The Try Guys, who went on to establish a successful independent brand. However, they hit a snag when it was revealed that Ned, one of their members, was being inauthentic in how he portrayed himself. Contrary to his public image as a loving husband and family man, he was involved in an affair with an employee. The other three Try Guys responded with a high level of authenticity, which solidified their brand. In contrast, Ned’s popularity plummeted, making him even less popular than Buzzfeed from where they originally broke away.

The Perils Of Following The Herd

Another compelling example is Yahoo. Once a dominant force in the world of online search and email services, Yahoo made the mistake of following market trends instead of setting them. While this approach kept them afloat in the short term, they lost their unique identity and eventually became obsolete, overtaken by companies like Google that chose innovation over imitation.

In a flock of pigeons, be a flamingo Or, to put it another way, be the wolf, not the sheep. 

The Role Of Genuine Content Creation In Sustainable Marketing

Sustainable growth is the ultimate goal for businesses of all sizes, and genuine content creation plays a pivotal role in achieving this sustainability. Unlike the traps of short-lived gains through unoriginal content, authentic content paves the way for enduring success.

Longevity Over Virality

In the digital age, virality is often mistaken for genuine success. While viral content can offer immediate visibility, it rarely constitutes a reliable foundation for long-term growth. REI, the outdoor retail co-op, provides a prime example. Through their #OptOutside campaign, which encourages people to explore the outdoors rather than indulge in Black Friday shopping, they have established an enduring brand message that goes beyond mere trends.

Building An Engaged Community

Lego is another brand that has thrived through genuine content creation. Instead of focusing solely on product advertising, Lego has built a devoted community through interactive content, such as user-generated designs and Lego video games. This focus on community engagement has created a strong, sustainable brand.

The Power Of Consistency

Apple deserves mention for their consistent brand narrative, which is tightly interwoven through all their marketing materials. This level of consistency in genuine content creation has cultivated an almost cult-like following for Apple, solidifying it as one of the most sustainable brands globally.

Unique Content Marketing Tips

Creating authentic and original content is not just a nice-to-have; it’s a necessity in today’s saturated digital landscape. However, achieving this is easier said than done. Below are some actionable tips to help guide your efforts in unique strategies for content creation.

Tapping Into User-Generated Content For Actionable Tips

Nothing screams authenticity louder than genuine experiences shared by your users. ASOS’s user-generated #AsSeenOnMe campaign offers an actionable tip for businesses looking to engage their community uniquely. By encouraging customers to share their own styled looks, ASOS has created a treasure trove of authentic content that resonates well with their target audience.

Leverage Storytelling For Creativity In Marketing

Storytelling can inject a level of creativity in marketing that differentiates your brand in a crowded market. Take Warby Parker, an eyewear brand that leans into this approach by sharing the stories of people whose lives have been changed through their ‘Buy a Pair, Give a Pair’ programme. This humanises the brand and also reinforces their commitment to social responsibility.

Using Behind-The-Scenes Content As A Unique Strategy

Offering behind-the-scenes content is another unique strategy that gives your audience an authentic glimpse into your operations. Ben & Jerry’s excels in this by showcasing how their ice cream is made, the farms they source their ingredients from, and their social justice efforts. Transparency isn’t just a buzzword here; it’s a win-win situation for both the brand and its followers.

Be Purpose-Driven: An Actionable Tip For Longevity

Being driven by a higher purpose can elevate your brand and offer a robust, actionable tip for longevity in the marketplace. TOMS Shoes does this effectively through their ‘One for One’ initiative, wherein each purchase enables a gift to someone in need. The genuine stories and testimonials that emerge from this programme create profoundly impactful content that’s not just marketing but a demonstration of their core values.

How To Measure The Authenticity Of Your Content

Ensuring the authenticity of your content is vital in today’s digital landscape. While capturing this can often feel like more of an art than a science, there are specific tools and metrics you can use to gauge how genuinely your content resonates with your target audience. Here’s how to navigate the murky waters of measuring authenticity.

Utilising Qualitative Content Analytics Tools

While authenticity can be difficult to quantify, some qualitative aspects can be measured with the right content analytics tools. For example, sentiment analysis features in platforms like HubSpot can shed light on the emotional tone of your content, helping to reveal if your messaging is genuinely resonating with your readers.

Identify KPIs That Signal Authentic Engagement

Key Performance Indicators (KPIs) offer quantitative insights that can hint at the level of authentic engagement your content is generating. Metrics such as average time spent on the page, bounce rate, and conversion rates can provide valuable clues. A low bounce rate paired with a high conversion rate often indicates that your content is not only engaging but also perceived as authentic.

Monitor User Engagement Metrics For Qualitative Insights

User engagement metrics, like comments, shares, and likes, can offer qualitative insights into your content’s authenticity. Brands such as Coca-Cola, for instance, closely monitor these metrics to gauge the effectiveness and authenticity of their storytelling campaigns. High levels of user engagement typically signify content that is authentically connecting with an audience.

Surveys: The Direct Route to Measure Authenticity

Sometimes the most straightforward way to measure your content’s authenticity is to ask your audience directly. Surveys can provide invaluable data about how your audience perceives your brand’s authenticity, acting as a natural extension of user engagement metrics.

The Essence of Authenticity Lies in Genuine Connection

In the ever-evolving landscape of content marketing, the buzzwords may change, but the core principles remain constant. Authenticity in content marketing is not just about following trends or using sophisticated analytics tools, although these can certainly help. The true essence of authenticity lies in understanding your audience deeply and crafting content that resonates with them on a genuine level.

If you’re looking to elevate your content creation strategy, my book, Divine Blogging, can be a valuable resource. This book delves into how to identify the archetypal profile of your ideal client. By doing so, you can tailor your content specifically to them, coupling this with principles of soulful selling and authenticity to create a potent mix that genuinely connects with your audience.

Why settle for surface-level engagement when you can forge genuine connections? Sign up below to start reading Divine Blogging for free and unlock the key to true authenticity in content marketing.