3 Tips On How To Create Authentic Content
Being an Englishman in America, I’m constantly reminded of the cultural differences our two countries have, especially when I open my mouth and then see a look of confusion in a colleague’s eyes. You see, whilst we both speak English, there are a lot of differences!
The English office slang I once used on a daily basis is now met with a vacant look and the brilliant jokes (honestly, they are great) that I tell fall on deaf ears due to a lack shared cultural knowledge. Because of this, I try my best to use American words. Instead of rubbish, I try my hardest to say trash; I’ll drop u’s from words and use z’s instead of s’ when writing emails, but it still hurts to type color instead of colour.
Using the American spelling helps me to communicate effectively, and to those that haven’t heard me speak, I can come across as an authentic American!
Coming across as authentic means you’re seen as genuine, which in turn inspires trust. And being trusted is very important. According to a recent survey from The McCarthy Group, 84% of millennials said they don’t like advertising at all. That’s a huge amount, and I would bet money that it’s because these adverts don’t come across as authentic enough, so they aren’t trusted.
Why is authenticity important when it comes to content creation? Well, creating authentic content leads to more engaged readers who are likely to share your content if it resonates with them, which is our top goal. Getting your authentic content out there means it’s more likely to be picked up by media outlets and generate backlinks to improve search rankings for your client’s website or your own website.
So, how can you be authentic when creating content? What can you do so you resonate with your audience? I’m glad you asked:
First off, if you’re creating content on a topic you don’t know much about, don’t wing it! Here at Go Fish Digital, we are fortunate to have a diverse team with a wide range of hobbies, interests, and knowledge. So, when it comes to writing, we can generally find someone who has a genuine interest in a topic to make sure our content comes off authentic and resonates with its target audience once it’s written. This will make sure your content is more readable and relatable.
Content language and tone must be matched to the content you’re creating. For example, don’t try a friendly, jokey tone if you’re creating a heavy dataset as that’s not going to fit the content piece at all and will actually detract from it.
If you’re not consistent and your content tone and language is all over the place, your audience is going to switch off and disengage with your content, and we don’t want that!
Understand Your Audience
Think about the audience you are targeting with your content. Chances are that your audience will have specific likes and dislikes as well as their own culture filled with inside jokes, sayings, and slang which you can mimic.
A great way to create authentic content is to spend time getting to know the specific audience you are targeting. Reddit is a great way to do this as you can use it to see if there’s an active subreddit for your target audience which you can then engage with. Engaging with a subreddit aligned with your target audience will allow you to analyze the content posted on it so you can get a feel for what resonates with your target audience and what doesn’t. Look at content that has high engagement levels to see the language and presentation used to identify meaningful patterns.
Once you’re armed with this knowledge, you can apply this to your content and ensure it comes off as authentic. What’s more, whilst spending time on the subreddit, you may even get some ideas for brand new content that you hadn’t even considered!
So remember, when it comes to creating authentic content, don’t wing it, make sure you’re consistent, and, lastly, understand your audience. If you do these things, your content will push all the right buttons for your audience.