Brands can employ their team members to create valuable and authentic content with a human touch.
This piece recommends brands should direct their content marketing efforts to build a long-term relationship with their consumers, instead of creating content to push sales. Overly promotional content may seem inauthentic and dishonest; marketers should focus on creating content to provide value to their consumers.
Using real pictures, instead of stock photographs, can aid marketers to create more authentic and humanised content. However, marketers should create content to develop a real connection with their audiences as consumers are seeking more authentic relationships.
The author suggests that connecting with consumers on emails or social media further allows brands to figure out their content needs. Developing a unique brand voice via content enable them to stand out from the competition and attract consumers’ attention.
[5 minute read]