How do I determine the Best Content Marketing Strategies for Authentic Storytelling and Community Engagement?
There is a cookie-cutter content problem plaguing brands today.
And, yeah, some of it is related to AI (but maybe not as much as you think).
How do you show up in a space that is already saturated? Surely, when everyone is saying, “Look how authentic we are,” audiences are going to get bored - fast.
That’s because if brands are too focused on the outcome (more impressions, or more sales calls) to take care of the messaging to begin with - their authenticity goes right out the window.
For the people in the back: successful content marketing takes time because trust and authenticity isn’t a transactional process.
We’re outlining the top-performing strategies we see in authentic content that builds trust with your communities.
Start with the Basics
How can I be authentic with my marketing without feeling cringey?
Have you ever asked a business owner, “How did you get started?”
Their story is rarely (if ever), “Well I always knew I wanted to be an entrepreneur and my parents really helped me with my business acumen from the time I was eight years old and my first lemonade stand.”
Nope.
It’s almost always - a bad boss.
A toxic workplace.
A changing industry.
And sometimes all three.
The hero(ine)’s journey is one of great struggle - and great reward. And who doesn’t love a good, scrappy story of a person who sticks it to the man to start their own thing? That’s the kind of thinking that America was built on.
If you don’t love to talk about yourself, or maybe you are the person who has always known they would be an entrepreneur, talk with the people around you. Ask your team, “What do you love about your work?” or ask your clients, “How has our partnership improved your business?”
And if you are afraid of having those conversations either because of unfounded insecurity or you know the answer won’t be positive - consider that an opportunity to improve or repair the relationship (win-win).
Match Your Medium to Your Message
Should I worry if I am not on all of the latest social media platforms?
This actually hits on two of our team members’ “marketing hills we will die on.”
The first: Get your message right before you decide what platform or medium you are going to use
The second: Don’t be on all the platforms or mediums! You can’t do them all well and it’s always better to do 1-2 deeply than spread yourself too thin.
You may have an idea of where to start (yes to LinkedIn, no to TikTok), but you may be surprised what actually works.
And don’t get overwhelmed with all of the “must do’s” from influencers out there either.
Yeah, video is helpful - but if you haaaate being on video (Hi. It’s me.), then play to your strengths (hello, blog writing!).
If you have to choose between a thing you hate doing (and likely won’t ever do), and the thing you are more comfortable with (even if it’s not the most popular) - do the latter.
Make it Sustainable
How do I stay consistent with my social media marketing?
Even our team doesn’t post every day - and we do this for a living.
That’s because, A) No one wants to see your brand every day. Even if they really like you. It gets annoying - fast.
And B) When you’re too busy posting content that is planned, you have less room to take advantage of spontaneous events, ideas or - yes - even viral trends.
The best way to be sustainable means training yourself to keep ideas handy. Keep notes on your phone, or in a Slack channel, or email ideas to yourself in the middle of the night if you have to. You never know when you’ll see something that inspires you, or you have an idea for something to do in the future.
Building a sustainable calendar also means keeping it light and fun. We wouldn’t suggest an entire calendar around awareness days but sprinkling a handful throughout the year can help you stand out - as long as it connects with your audience.
For example, National Baking Week might not mean anything to your business - but what if your team celebrates it in the office by bringing in home-made baked treats? Sharing it on social media helps you stand out and gives your team a much-needed afternoon sugar rush.
Avoid These Common Pitfalls
What are the most common pitfalls I should avoid when doing my business’ marketing?
We’re willing to bet you’ve seen at least one of these in the last week.
The “humble brag” such as, “Ugh, the worst part about working from Bali is the time zone differences for client calls.”
Overly polished content that sounds like a research paper.
Toxic positivity (Everything is great. Everyone loves us. And we’ll delete the comments that don’t…).
Jumping on trends that have nothing to do with your brand.
Virtue signalling or vice signalling - either one is immediately inauthentic and just plain gross.
And, finally, the biggest pitfall we see business owners make when it comes to their content marketing strategy - pulling the plug before they see the results.
Trust takes time.
Your communities won’t be engaged with your brand after one authentic post. Or even after one month of authentic posts.
In the digital marketing world, we recommend at least six months of a consistent content marketing strategy before you can determine what is working and what you need to do more of to remain connected to your audience.
Content Marketing is Evolving (So ask for help when you need it)
With the rise of AI, is content marketing still relevant?
Yes, the world of AI is creating a moving target for many brands - but the good news is, most of it is building on top of strategies that have already worked, such as Search Enginge Optimization (SEO).
I spoke with Fiona, the co-founder of Workduo, recently (an AEO - A.I. Engine Optimization tool). She definitively said, “SEO is not dead. You need strong SEO to begin an AEO strategy.
If there was ever time your brand needs an authenticaity playbook for the new digital world - its now.
Know who you are and post about it in a way that feels right for you. Stick to what you are good at and add additional layers as you can, or outsource through a freelancer or agency.
Yes, the digital landscape is evolving, but you have to show up before you can even fight for a seat at the table.
As long as you are doing something (and hopefully not all the things) you are in a good position for long-term trust and success.
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Need help turning the page of your marketing plan? Let’s chat.