Tag: brand authenticity

Be The Real Deal: The Best Ways to Convey Brand Authenticity in Content Marketing

On By gleecontentIn ContentLeave a comment

Today’s customers have high demands—they want a great product, a personalized customer experience and they want the brands they do business with to be “authentic”. Why is that authenticity more important today than ever before? It comes down to trust. We have to be able to trust the brand we do business with to mean what they say and deliver on their promises. 

And, while we’ve got a lot of reasons to be skeptical about any brand messages at the moment, many brands aren’t doing themselves any favors by creating content that’s confusing buyers.

Edelman found that out of 3,600 B2B leaders surveyed, 71% say at least half of the content they encounter fails to provide valuable insight. Our content needs provide clarity to our potential customers and give them the confidence that doing business with us is the right decision. As my colleague Nicole Bojic recently pointed out, B2B buying decisions are much more important that most consumer purchases, where the wrong decision might cost you a few dollars. In B2B, the wrong decision could cost you your job.

Here’s how brand authenticity and buyer trust go hand in hand and five ways to build authenticity into your content.

Continue reading “Be The Real Deal: The Best Ways to Convey Brand Authenticity in Content Marketing” →

User Generated Content: Who, What, When, Where and Why

On By gleecontentIn Content, StrategyLeave a comment

Have you noticed your friends sharing recent purchases or products they love on their social platforms? That’s a marketer’s dream: user generated content. Free advertising. 

User generated content is today’s brand advocacy. Officially, user-generated content (UGC) is defined as any form of content, such as images, videos, text and audio, that have been posted by users on online platforms such as social media and wikis. As consumers turn to their online acquaintances for purchasing advice more often, it’s become a critical component in marketers’ content marketing strategies. Think of it as an additional form of your content curation strategy (if you don’t have one of those, read this.) 

Here are the answers to the key questions (the who, what, when, where and why) marketers need to employ user generated content effectively in their strategies. Continue reading “User Generated Content: Who, What, When, Where and Why” →