October 27, 2015

Are Consumers Skeptical About the Authenticity of Online Content?

Today’s consumers value more than just the products or services that a business offers. They also want to build long-lasting relationships with those brands that actively demonstrate an understanding of their interests and needs.

Many brands attempt to build these types of consumer relationships by producing engaging content that resonates with their audience. However, many consumers are skeptical of the authenticity of online content, whether it’s coming from a business or even a journalist. After all, the average consumer is bombarded by online ads, spam messages and tabloid sensationalism day in and day out, so have become wary of the quality of so much content produced in so little time. Just the sheer volume alone casts doubt on the likelihood that every message is of a caliber that warrants consumer confidence. As such, brands have to prove their worth to their consumers by producing content that is clearly authentic.

In fact, a recent study from Adobe revealed that audiences are growing increasingly skeptical of online content, from news to videos to photos. According to the report, only 45 percent of adults trust content from a business leader and just 36 percent trust content from a professional blogger. Furthermore, only 29 percent trust content from a company whose products they don’t buy. This presents an interesting predicament for businesses aiming to use content marketing to generate more leads. But it can be solved so long as a truly dynamic content strategy is set in place.

For starters, business leaders ought to work on getting their voices heard and becoming more visible to their audiences. Establishing oneself as a thought leader within a given industry will help consumers feel as though they’re making a real connection with a business on a human level, rather than for the sheer sake of finding and purchasing products. And now, more than ever before, consumers value relationships even over product value and innovation.

As such, the key to producing authentic content that your audience will recognize and connect with is in placing human emotion, personalization and relationships at the forefront of your content marketing strategy. So, take a break from company-centric articles and social media posts and start producing content about the industry news your audience cares about most. And when you aren’t weighing in on current events, you should be providing actionable insights and value-added tips that will help strengthen your status as a thought leader, as well as help drive positive business outcomes within your key targets’ organizations.

But finding the time to craft such engaging and hard-hitting content can be a struggle for many business leaders. Luckily, you can hire a third-party content vendor to help you create and implement a completely authentic, results-driven plan. Click here to find out more!

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