As I wrote about in my last post, the avenues open to brands needing to engage with audiences is evolving at an alarming pace. Nowadays, businesses simply won’t succeed without a smart content strategy to communicate with customers in the right place at the right time.
But here’s the part that many of these marketing studies seem to habitually ignore. What happens when you’ve got the story down cold? You’ve found the community/audience. They are ready to listen. But, for whatever reason, the message doesn’t resonate. Or worse, what if the community dismisses it?
As this article suggests, one reason has less to do with a “content” problem, and perhaps more to do with a “brand authenticity” problem.
Stated another way, if there’s any BS associated with your message and/or how it’s delivered, it’s a pretty good bet that today’s savvy consumers will immediately dismiss it (and your company).
Just because the places we deliver these stories has evolved in recent years doesn’t mean we need to change the way we deliver them.
Speak in your own voice, be authentic, don’t promise what you can’t deliver, avoid clichés … this is stuff we learned in Communications 101. If this still isn't clear, I'll keep it simple: quit the BS.
If you want people to know and trust your brand … to be true fans and ambassadors … then you have to be yourself. The more approachable you are on the Web and elsewhere, the more likely we’ll be to strike up a conversation.
Thanks for listening,
-- Janet Tyler is a co-CEO at Airfoil Public Relations, a high tech PR agency with offices in Silicon Valley and Detroit.