Content Rookie
Creating authentic content
Apr 5, 2020
Explore the shift from sales-focused to mentorship mentality in content creation to create authentic content. Learn how to develop genuine tonality by understanding company values and competitor tonalities, tailoring content to specific personas. Discover the significance of authenticity in building trust, credibility, and relevance in content marketing.
20:01
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Quick takeaways
- Authentic content requires aligning company values with tonality for credibility and trust.
- Shifting from a sales mindset to mentoring mindset enhances authenticity in content creation.
Deep dives
The Significance of Authentic Content
Authentic content is crucial for building strong relationships with customers, as it reflects the brand naturally and resonates with the audience. Inconsistencies between a brand's image and the content produced can lead to inauthenticity, diminishing trust. An example highlighted is when companies opportunistically align with social causes like gay pride week, which may not authentically reflect their usual brand messaging. To create authentic content, professionals are advised to not focus solely on selling but rather act as valuable mentors to their audience.
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