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Why creating your own content is the single best thing you can do for your brand.

A brand is only as good as it’s content. As a brand creating your own content will not only prove invaluable in communicating your brand story in an authentic way but it will also build trust with your audience.

The more virtual our lives get, the hungrier we are for experiences, knowledge, interactions and genuine communication. Consumers don’t just want products or services, they want to align with a company they have confidence in, one they believe in. They want to know the people behind the brand. They want real, they want relatable and they want consistency. Consistency is key.

Here are four curated insights on how to embrace and embody an authentic approach to content creation.

1/ Stop acting like a sales person and start thinking like a mentor. A sales person is completely focused on converting the next sale. A mentor cares about their student and wants to nurture and fulfil them. By regular, authentic communication with your audience you build authority, trust a unique voice. That’s how you snag new customers.

2/ The language of marketing is notorious for feeling fake. Generic product attributes like ‘quality manufacturing’ and ‘industry experts’ that your consumers really don’t care about. Unless they know exactly how those words and terms, feel. The key to using your brand stories as a vehicle for content marketing is that you are selling the human in your business to the humans who buy from your business. Keep it simple. Keep it honest. Stay true to you and your message will connect with others.

3/ Integrating personalised marketing into your overall strategy is a way for a brand to say, ‘I’m listening. I know what you want. I know what you need.’ The more your business shows this to a consumer, the more likely they will be to connect with you and become an advocate of your brand.

4/ Building your brand authority involves a certain level of professionalism but that doesn’t mean your copy needs to be full of longwinded sentences and big meaningless words. If you want to position yourself in your own niche, your copy needs to speak to people in a relatable way.