While social media is one type of marketing, it’s not the only or even the most effective form.
What kind of marketing builds your list and results in loyal customers who often make repeat purchases? Authentic content.
Why Use Authentic Content Marketing?
The answer is straightforward. Storytelling and messaging that says who you are will gain the trust of your fans.
One of my passions is music. It relaxes and energizes me at the same time.
I also love to dance to music. Last month I read a blog from one of Wisconsin’s home-grown musicians, Rob Anthony.
Click on his name and scroll down to “The Battles Over – Track I.” In this and many of his other blog posts, he writes about his personal story.
It makes me feel like I know Rob, and I can relate to him because he authentically exposes who he honestly is. He’s made me see him as a warm, genuine human being, and I’m sure I’m not the only one.
As a result, I’ve watched him sing live, bought his CD’s, and follow his blog. I especially liked one newsletter post and commented on it. And you know what? Rob wrote back.
He creates music live and on CD’s, posts blogs, uploads YouTube videos, has a website, newsletter, and social media, and toured with the BoDeans last year. While all of that is great, what made me a dedicated fan was the authentic way he shares his story and message.
Rob’s a real person with great talent. He’s also a musician who knows how to use authentic content marketing.
What If People Don’t Like the Real You?
Some people aren’t going to like the authentic ‘you,’ and that’s okay.
Authentic content takes confidence and knowing that when someone unsubscribes, it’s okay. The “unsubscribers” weren’t part of your authentic tribe and weren’t likely to buy or refer.
The people who stay will be part of your authentic tribe. They’ll follow you, buy what you’re selling, tell their friends and family about you, and likely be a long-time, repeat customer.
That’s far better than trying to be someone you’re not, which only makes you seem lukewarm in a sea of sameness.
Being Personal Is a Little Scary
Yes, it is.
However, when I started revealing more of who I am, my followers, comments, shares, and sales increased.
So next time you write a blog, record a podcast, or create a video, try exposing the authentic you. By exposing your vulnerabilities and talking about your failures and shortcomings, your tribe of followers will trust you even more.
Send me an email at firstname.lastname@example.org or leave a comment below and let me know what you experience.
If you enjoyed this article on content marketing, you might also like THIS ONE on the power of story.