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Best Tweets from #SEMrushchat: Strategies for More Authentic Content

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Best Tweets from #SEMrushchat: Strategies for More Authentic Content

Melissa Fach
Best Tweets from #SEMrushchat: Strategies for More Authentic Content

Last week we had an extensive discussion during #SEMrushchat about strategies for authentic content. There is a newer phrase called "Authentic Content Marketing" being used to help people differentiate between relationship-building based content and traditional content marketing. The goal of authentic content is to reach specific audiences, provides answers/solutions, create trust, and build relationships instead of creating content for sales or lead gen purposes.

We all know authenticity has always made a brand out from their competitors, and if done right, creates trust and makes one memorable. And yet, too often brands either don't know how to be authentic OR are following traditional sales strategies that in today's world are pushing buyers away.

Keep reading to see the advice given from marketing experts that joined the chat, and share yours in the comments below. 

Why do brands need authentic content marketing?

MarCommRodin
MarCommRodin
Inauthentic content is boring, it's like being lectured at. Authentic content should be more of a conversation, it speaks to a question you actually asked.

Amy Middleton Hebdon
Amy Middleton Hebdon
Authenticity is oxygen to seekers of real info. No one wants to read the poorly-researched keyword rich SEO post to help with rankings. People want meaning and answers.

JP Sherman
JP Sherman
Humans are more emotional than rational than we'd like to think we are - authentic content is a way to connect with humans on an emotional & rational level.

The Karcher Group
The Karcher Group
Audiences can spot inauthenticity a mile away. They aren't buying into brands anymore. They're choosing to buy into the people behind the brand and the values they portray. You have to be authentic to really make that connection with an audience.

Will Sagraves
Will Sagraves
Authentic marketing means being unique and relevant to your audience. It means staying away from the buzzwords and stock images, just be yourself and your audience will find you.

7marketz Inc
7marketz Inc
Authenticity is what transforms you from a name into a brand. It showcases character and reflects your mission. It also shows your audience that you know them and you're listening to them rather than talking at them or being overly promotional.

Lead Forensics
Lead Forensics
You need to show you are real, not a corporate business that just churns out post after post, that is completely irrelevant. Be authentic and show who your brand is, and help solve the problems your audience faces, they'll trust you. Buy from you.


What's the difference between traditional content and authentic content?

Webeo Global
Webeo Global
Traditional content tries to push individuals into a funnel. Authentic marketing thinks more about the concerns of the prospect, sees what they need and caters to it, not trying to shove them into the wrong funnel.

JP Sherman
JP Sherman
*sweeping generalization time!* I see traditional content as attempting to elicit a behavior I see authentic content as attempting to elicit an emotion that can facilitate an action (not in all cases of course).

Optimisey
Optimisey
Personally I dislike using these terms. 'Traditional' implies old and outdated. 'Authentic', to me, implies marketers trying to fake authenticity. You shouldn't fake it. BE authentic. If you can't, hire someone who is or collaborate with them.

Marianne Sweeny
Marianne Sweeny
Traditional content is what the brand wants customers to want. Authentic content looks to customer queries aligned with a brand-specific taxonomy that includes customer journey and content type, to create content that meets customer need straight on.

Ryan Jones
Ryan Jones
If you were doing it right to begin with, there's zero difference.

Melissa Fach
Melissa Fach
Authentic content marketing is all about reaching your target audience at a deeper level. While this is a new term being used, it really is just smart marketing aimed at truly reaching a specific audience, gaining their trust, and deserving their trust.


What are the essential steps to make your own content marketing more authentic?

Mark Gustafson
Mark Gustafson
THIS MIGHT BE CONTROVERSIAL… But I think a lot of founders/employees see themselves ABOVE their audience. It’s a difficult place to be in as a business when you have such an awful view of your potential customers. Be one of them. Be friends. Be useful.

The Karcher Group
The Karcher Group
I have a personal checklist I ask myself before I write content: Is it purposeful? Is it relatable? Does it showcase the company values and voice? Is it honest and true to how we feel on the topic?

Alexis Katherine
Alexis Katherine
Forget what you want to say and answer your audiences’ questions. Forget your favorite format and use what they prefer. Forget your favorite channel and meet them where they are.

Amanda Milligan
Amanda Milligan
Take a beat and focus on your brand's objectives. Who are you trying to help and why? Are you up-to-date on the wants and needs of your target audience? If not, get to researching and addressing those challenges. It's about them, not you.

BaerPM
BaerPM
Learn what drives your audience, what are they looking for? Try to give meaning to your brand's voice, something that consumers can relate to and support. But overall, be original, be yourself and engage with your audience.

Bridget @ G2
Bridget @ G2
Understand the search intent to truly help your readers. If you always answer the right questions the first time, it creates a foundation of trust.


What marketing practices ruin the authenticity of the brand?

Itamar Blauer
Itamar Blauer
Trying to fit in with all the trends. If it's irrelevant to your business, you don't need to create content just because the topic is hot. You'll end up devaluing your brand and it seems awfully spammy!

Kat Hammoud
Kat Hammoud
Poor execution! Do you have a content response strategy? Do you have someone writing boring or irrelevant content? Don't pepper your content with selling pitches or buzzwords. Keep it valuable, stay on message, & stay professional without hard selling.

Chris Thames
Chris Thames
DMing products or services, too many popups on the website, cold calling, having multiple people from the same company message you about the same thing, not making a proper introduction, not taking the time to customize the experience, terrible design.

James Leisy
James Leisy
Ugh, there are so many ways to come off as unauthentic... blatantly going against values, too many salesy/promotional communications, deleting comments/reviews instead of interacting and trying to fix, etc...

Stevie Howard
Stevie Howard
Trying to be trendy is a huge one. We've seen this back fire so many times. Putting in little features or jokes is one thing, but focusing on a public event or sensitive content just because people are talking about it is not okay.

ThinkSEM
ThinkSEM
Nothing worse than spray-and-pray -- trying to be everything to everyone. YUCK.


Can you name some well-known brands to learn authenticity from? Why did you choose them?

Melissa Fach
Melissa Fach
@Zappos is a great example. Their core values are clearly stated here https://www.zapposinsights.com/about/core-values. Their advertising, content, social, & customer service are all authentic & focused on what is best for their customers. And they are trusted by millions.

Ben Austin
Ben Austin
@Dove! They continuously align their marketing efforts with the brands mission statement and have been able to change public perception at the same time!

Lauren @ G2.com
Lauren @ G2.com
I swear, you'd think I worked for them by how often I mention them, but @patagonia. They invest revenue into protecting the environment and it makes sense for them. They're an outdoor clothing brand and it's something their consumers care about. A perfect match.

Frogplum Solutions
Frogplum Solutions
@BurtsBees is one of the most authentic brands we can name. Their biggest promise is to take action + help repopulate bees and they hold true to this. They continually focus on being all natural, and this comes through in both their products + social media .

Bridget @ G2
Bridget @ G2
While there have been mixed reactions, I'm a @Nike stan. They just released a plus line that encourages inclusivity in an industry that is notorious for just the opposite.

Vraj Shah
Vraj Shah
1> @CMIContent - Presenting Unique Content. 2> @HubSpot - Just HUB. 3>@Crowdfire, @quuu_co, @buffer - Curation makes better. 4> @hootsuite - Consistancy. 5> @facebook, @instagram, @Pinterest - trends. 6> @Twitter - For trends & news. 7 >@semrush - For everything


As you can see from the fantastic comments above, authentic content marketing is a necessity if you hope to survive in modern day marketing. Please share your thoughts in the comments below.

A Huge Thank You to All of Those That Participated

Every week, the SEMrush team is in awe of your participation and marketing knowledge. I have been joining in to watch the SEMrushchats looking for great minds and tweets that will offer expert-level insights to our blog readers.

Please keep sharing your strategies and opinions, and keep an eye on our best tweet posts to see if you are included. Don't miss this week's SEMrushchat on Wednesday, July 3rd at 11 AM ET/3 PM GMT; the topic will be "Content Promotion Hacks: What Happens After You Hit "Publish?".

Preview: Content Marketing Checklist - 25 Things that You Really Should Try in 2019

Ready to refresh your content marketing strategy this year? In order to help you stay ahead, we’ve created an e-book with the ultimate content marketing checklist, covering everything including useful tactics, the best tools, competitor analysis, and more. Content marketing is a vital part of a company’s marketing strategy in 2019, with 84% of companies in the USA practising content marketing...

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Melissa Fach
SEMrush

SEMrush employee.

US Personality of the Year 2017 Winner, SEMrush Blog Editor, and Pubcon Community Manager. Herder of cats. Superman fan. Non-cook.
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Comments

2000
Hamza Ali
Pro

Asks great questions and provides brilliant answers.

I think the conversation around authentic should not be focused on the content. It should be focused on the content creator.

No matter how good of a writing process you have or how good a writer --or designer or editor or videographer, etc.-- you are, you cannot be authentic for every piece or topic of content.

You need to be passionate, fluent in the jargon, and driven to work on the content piece. Otherwise, your output won't connect.

Just take the example of Pride. I believe that more than just the brand's being out of sync or trend jacking it was the usual personality of the brand and it's content team and content producers that led to such flaky results.:
1. They weren't used to it,
2. probably didn't take the time to have open vulnerable conversation within their team and didn't identify people who authentically and deeply cared about it to create the content for it, or at least lead it.

It's you, the creator.

There's no formula to optimize a content to become authentic if the creator was not passionately invested in it and driven to produce it.
Brendan Hufford
Helper

An experienced member who is always happy to help.

I think that Ryan and Andrew from Optimisey are both SPOT ON. "Authentic vs traditional" is a false dichotomy. I've never *not* produced authentic content so it's always worked. This is especially important for clients who depend on you to create work that lasts, not just work for right now.
Melissa Fach
SEMrush

SEMrush employee.

Brendan Hufford
Brendan, I think this new phrase is here because so many new people considered themselves to be marketers and yet had no true understanding of what that means or skillset for it. So this phrase is teaching a bunch of people that were unaware authenticity was needed :)

Kind of like in the old days we all optimized content; it was part of the job...now there are so many "terms" for it. We just did it without the terms because it was the smart thing to do.
Sadia Muneer
Helper

An experienced member who is always happy to help.

I've just started reading the articles here. I must say what a great concept it is to see different perspectives from different people in one place. All do agree on the authenticity of the content, which is excellent. I'm just a little confused here. Some of you recommended to forget what you want to say and your preferred format and answer your audiences’ questions and meet them where they are. But then you say, don't try to fit in with all the trends and you don't create content just because the topic is hot. Don't try to be everywhere.
What if one only produces authentic content and not gets the expected numbers? How does a small business or startup get into the game with this strategy?
Also, isn't just publishing authentic content is equal to the spray-and-pray concept?
aboadam demerdash
Enthusiast

Occasionally takes part in conversations.

Yes, I agree with you. The original and renewed content is a major reason to stay and gain new visitors. We know that everyone who searches only wants the expected answer to the question. Who works to reach the visitor's mind is the one who will always stay.
Nick Samuel
Pro

Asks great questions and provides brilliant answers.

I have to agree with Optimsey here. Authentic is like the expert word, self-praise is no praise! If you call yourself authentic, then there's a fair chance you're not...or you're cynically marketing yourself.
Enthusiast

Occasionally takes part in conversations.

Thank you for this article its give some idea for tweeting in the future. We'are just starting a social media marketing strategy but we still didn't get the clue to make it works especialy to gather followers. Its seems like just a little interest about our scope of business, or maybe we should change the content in the future like not just posting a content based on our business scope. anyway thank you once again.

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