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Why Authentic Content Should Be at the Forefront of Your Company’s Marketing Strategy

Updated: Mar 28, 2023

Media today is the most powerful it’s ever been, and with the introduction of new channels to consume it daily, the consumer can become easily overwhelmed with a plethora of choices. How does your channel stand out? Authentic media might be the clickbait.

With the likes of TikTok, YouTube, and streaming services like Spotify, research shows that authenticity is a trend in terms of favorable core messaging. Delivering authentic media is key to developing genuine connections with your brand’s audience not to mention opportunities to drive leads and foster a creative fanbase.

But what does it mean to be authentic? And how does that translate to media? Here are some best tips and practices when it comes to creating less “polished” media.

Brandon’s Thoughts

“You have tools like MarketScale Studio for example, that creates a lot less pressure for marketers because a sales leader, an engineer, an executive, a customer could even hop into the platform at any time, share their voice, and create some media. That's what I think is so powerful about media today, because of things like TikTok, YouTube, and Spotify, all these channels, content can be a lot more authentic and doesn't need to be as polished and as long as the message is authentic, relevant in the news or, at least relevant in today's standard it's going to carry a lot of weight. It's going to have a chance to get a lot more interaction. The fact is, if you're looking for social proof, you're looking for content that educates and inspires people.

You must have authentic content. Think about your own personal lives. How persuaded are you by a polished advertisement versus hearing directly from someone who's used a product or hearing from a professor about something thought-leading that's related to a product or a solution?

I challenge people to think about the way that they interact with businesses in their personal life. And you may think that sometimes you enter work, you enter into a business setting and you set aside that part of the way you purchase things, but it's actually not true.

Subconsciously, you're using the same emotion and buying things the same way in a business that you are in your personal lives. So if we don't like being sold to and we don't really love advertisements in our own personal lives, why would we think that we would like that in the business context?”

Thought Leadership by Brandon Morgan

Article Written by Gabrielle Bejarano


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