Authentic content & why it matters
Over the years I’ve trained hundreds of clients on how to create content that will engage with their customers – whether that’s blogs, social posts or newsletters. (In fact McBryde & Co delivers a workshop on just this topic!)
Getting started is often a hurdle. They know they want to create content for their owned channels, to share their views and thoughts with the world, but have a huge mental block about where to start. Or worry that they are somehow unqualified to share their expertise with the world. It’s a pretty common problem.
As a former journalist, writing is something that comes naturally to me, but I know that’s not the same for everyone – and I believe that at the heart of writing great content is authenticity. It’s a word we hear a lot, but what does it actually mean for content creation, and how can you use it to your advantage to help you get started?
Writing authentically for business is crucial for building trust with your audience, establishing your brand identity, and fostering meaningful connections with customers. Authentic business writing conveys sincerity, transparency, and a genuine commitment to meeting the needs of your target audience. Here are 10 tips to help you write authentically for your organisation.
1. Understand Your Brand Identity: Before you start writing, have a clear understanding of your brand identity, values, and mission. Authentic business writing should align with your brand's personality and core beliefs. This consistency helps create a coherent and recognisable voice across all your communications.
2. Know Your Audience: To write authentically, you need to know who you are addressing. Understand the needs, preferences, and pain points of your target audience. Tailor your messages to resonate with them on a personal level, showing that you genuinely understand and care about their concerns.
3. Be Transparent and Honest: Authenticity in business writing relies on honesty and transparency. Avoid exaggerated claims or misleading information. Be forthright about your products or services, acknowledging both their strengths and limitations. This will foster trust and credibility with your audience.
4. Use Conversational Language: Adopt a conversational tone in your business writing. Write as if you're having a one-on-one conversation with a customer. Avoid overly formal or technical language that can create barriers between you and your audience. Instead, use accessible language that is easy to understand.
5. Share Real Stories and Testimonials: Incorporate real-life stories and testimonials from satisfied customers. These authentic experiences help humanize your brand and demonstrate the impact your products or services have on people's lives.
6. Focus on Providing Value: Authentic business writing prioritises providing value to the reader. Whether you're crafting a blog post, social media update, or marketing email, make sure your content offers practical insights, helpful tips, or solutions to common problems.
7. Be Customer-Centric: Put your customers at the center of your writing. Address their needs, preferences, and feedback. Show empathy and understanding in your communications to demonstrate that you genuinely care about their satisfaction.
8. Avoid Jargon and Buzzwords: While industry-specific terms might be necessary at times, avoid using excessive jargon or buzzwords that can alienate your audience. Opt for clear and straightforward language that everyone can grasp.
9. Respond to Feedback: Authenticity in business extends beyond writing. Respond to customer feedback, whether positive or negative, in a sincere and respectful manner. Acknowledge concerns and take action to address any issues raised by your customers.
10. Stay Consistent Across Channels: Maintain consistency in your writing style and messaging across all communication channels, including your website, social media, emails, and marketing materials. Consistency reinforces your brand's authenticity and helps build recognition.
Authentic business writing is about connecting with your audience on a genuine level, demonstrating transparency, and delivering real value. By understanding your brand identity, knowing your audience, and embracing honesty, you can craft compelling and authentic messages that resonate with customers, fostering strong, long-lasting relationships. Remember, authenticity is not just a marketing strategy; it's a mindset that should permeate every aspect of your business and communication.