In this digital age, where attention spans are shorter than a 3-minute TikTok, it’s crucial to make a real impact on your audience with your content. That’s where the magic of emotional connection comes into play. It’s the difference between producing content that ends in a fleeting thought versus making connections that draw people into your (virtual) community. So let’s dive into what authentic content is and the key role it plays in creating your community.

What is authentic content?

To kick things off, let’s lay out what authenticity means in the realm of content marketing. Authenticity is the north star of relatability. It’s about being true to yourself, your values, and your audience. Imagine a world where every piece of content resonates with your readers, igniting an emotional spark that fuels their engagement. That’s the power of authenticity.

Exploring the role of emotional connection in content marketing

Emotions are the secret sauce that binds us together as humans. They evoke empathy, joy, rage, you get it. By forging an emotional connection, you create an invisible thread that draws your audience closer. Remember the last time you read a heartfelt article or watched a tear-jerking video (literally go watch any Upworthy video on Instagram) that left you feeling connected? That’s the magic where authentic content meets emotional connection.

Elements of human-centric content

Now that we’re on the same page, let’s break down the essential ingredients of authentic content. 

• Honesty and transparency – The sleazy car salesman vibe doesn’t cut it these days – your audience recognizes (and appreciates) truthfulness.
• Genuine sharing – Content creators – be real by sharing your triumphs and struggles along whatever journey you’re on. 
• Personal experiences and vulnerability – Adding personal anecdotes makes your content relatable and human. It doesn’t have to be anything groundbreaking – even something as simple as sharing your favorite Trader Joes buy will go a long way in audience connection.
• Unique perspectives – Lastly, you have a unique point of view – share it! By vocalizing your opinions (preferably in a mindful way), you’ll magnetize an audience that craves authenticity

Strategies for creating authentic content

1. Know your people

First things first, understanding your target audience is like having a superpower. Dive deep into their dreams, what they love, and even their pet peeves. Think about the perspective they’re coming in with – for example, are they adventurous millennials seeking inspiration or busy moms craving practical tips? 

Tailor your content to their desires, and they’ll be hanging onto your every word. Take a cue from entrepreneur Jenna Kutcher – her audience is filled with female entrepreneurs who want to learn how to grow their businesses through digital marketing. She uses her content to talk about her everyday life, the habits that contribute to her success, and practical marketing tips for bustling businesses. Basically – she understands exactly what motivates her audience and how to connect with them through authentic content.

2. Inject personal stories

Good news for all you introverts (hi) – you don’t have to be a superb storyteller to inject personal stories into your content. Long-form stories are out – it’s the season of snippets. Lean into opportunities whether it’s through written content (like social captions, blogs, or email) or videos (like reels, TikToks, etc.) to share your victories, struggles, and embarrassing moments. Remember that time you were the only person unmuted on a 100-person Zoom call as you screeched to your dog? Well, that relatable anecdote could be just what your audience needs to relate to you.

3. Engage in conversations

Social channels are communities – they present the perfect opportunity to hop into the virtual world and engage in conversations. Responding to comments, asking questions, and creating a space for meaningful dialogue all contribute to flourishing social communities. Which ultimately manifests itself into a thriving business. 

Show your audience that you’re not just a content-producing, AI-generating robot, but a real human with thoughts, feelings, and a sense of humor. An example of an actionable strategy to engage with your community is via live Q&A sessions, where you can address your audience’s burning questions with authenticity and wit.

4. Be different

One downside (and also interestingly the upsides) of content marketing is accessibility. Meaning businesses and individuals can constantly generate content – creating significant noise in the space. This makes it tremendously important for you to stand out by sharing your quirks, opinions, and unique perspective. Authenticity shines brightest when you let your true colors fly. Don’t be afraid to take a stance on controversial topics or go against the grain. 

5. Show empathy and relatability

Part of creating genuine content is interweaving empathy and relatability into what you’re producing. While producing content, it’s key to remember to put yourself in the shoes of your audience. Consider your audience’s pain points and struggles and show them that you’ve been there too or acknowledge their challenges. For many businesses, this also relates directly to the solutions you’re selling – think about how your audience feels and perhaps how your product or service can help them overcome an issue or meet a specific goal.

Empathetic marketing is all about showing authentic content – what makes you human and more than a business. Taking a human-centered approach helps you create long-lasting relationships with your audience through authentic content. 

6. Embrace imperfections

Nobody’s perfect.

Authentic content isn’t about presenting Instagram-worthy, perfect life. It’s about embracing what makes us unique and the imperfections that come along with that (sorry, friend – none of us Type-A’ers are perfect). But it’s these quirky, imperfect moments that make you relatable and lovable. 

Measuring the impact of your content

Moving into one of the more tactical, logistical items that comes with building authentic content – let’s talk results. Many of you might wonder, how do you know if your authentic content is hitting the right emotional chords? 

Key metrics like engagement rates, comments, and shares are essential to understanding if your authentic content resonates with your audience. Let’s take a moment to dive into each of these.

1. Engagement rate – Engagement rate shows how actively engaged your audience is with your content – it’s the percentage of people who interact with your content after seeing it. This can be anything from likes, comments, shares, direct messages, etc. It’s also important to note that engagement rate isn’t just for social media – it also applies to websites, email marketing, and other digital content marketing channels.
2. Comments – I think this is self explanatory BUT comments factor into engagement rate as a form of interaction. They’re also a more tangible form of interaction with your audience and show exactly what their response is. For example, you can see based on comments if your authentic content generates a positive reception, sparks conversation, or falls flat. Regardless – it can help inform your future decisions on how to build your content.
3. Shares – Last but not least, shares. Similar to comments, shares also factor into your engagement rate as a form of interaction. It’s simply the act of someone repositioning your content – often on social media. This can positively impact your content by engaging larger audiences beyond those directly in your community. 

Conclusion: Creating authentic content can be scary, but don’t let that hold you back

Creating authentic content can sometimes feel like tightrope walking between being real and maintaining professionalism especially for solopreneurs and entrepreneurs. But let’s be real – nobody wants a robotic, corporate clone spewing generic content. Creating authentic content means embrace your quirks. Although it can be scary to bare your soul to the internet, it’s crucial to remember that vulnerability breeds connection. So, take a leap of faith, and your audience will catch you with open arms. And if all else fails – there’s always the delete button… bit I hope it doesn’t come to that for you.

Looking for someone to help you with your content strategy? ME TOO! Let’s chat.