Conduct content authenticity test

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 14, 2021, 5:46 PM UTC

An authenticity test can help ensure each branded content is true to its core values and mission.

According to Escalent, authenticity can be diagnosed based on characteristics – “thoughtful, transparent, reliable, committed and socially aware.” To make sure the branded content is authentic, companies should ask content creators to scale each campaign, statement or content on a 5-point Likert Scale based on numerous authenticity factors.

Content creators should scale the content based on whether it is consistent with and accurately expresses the brand mission, vision and values. They should also consider whether it reflects what the company stands for or what the organisation is.

Marketers should further scale it based on whether the content portrays the brand more positively than it deserves. The brand can then ask its external stakeholders whether the content is open and honest and correctly portrays its values, strengths and weaknesses.

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