The Key To Creating Authentic Content

The Key To Creating Authentic Content
SHARE
THIS



In this opinion piece, Jason Dent (pictured below), director of integrated marketing at Campaign Monitor, explains how to craft authentic, credible content.

Jason Dent

For many digital media companies and publishers, content is the cornerstone of their business and its value cannot be understated. In an increasingly diluted market, are our priorities straight when it comes to content creation?

We know that a snappy headline and engaging narrative are high up on the list of important criteria for great content, but where do authenticity and credibility lie? According to the recent Reuters Digital News Report 2016, only 39 per cent of Australians say they “think you can trust most of the news, most of the time”.

In a world only recently introduced to the concept of ‘alternate facts’, digital media companies and publishers must keep authentic, credible, content at the core of their business, or risk losing their audience.

WHY AUTHENTICITY MATTERS

The media market has been flooded with companies looking to drive business through subscriptions services. Authenticity will make your content stand out from the rest. Readers are bombarded with information from all angles – social media, TV, advertisements – all saying iterations of the same thing. Provide a clear and honest point of view that is a worthy reflection of your brand and readers will come flocking.

In the modern market, a media company’s best chance to thrive comes from carving out a niche and generating content that appeals to one specific audience. Mass appeal demands a more generic and staid approach to content, so it’s important to be unique, honest and talk to a smaller, more loyal market share.

THE IMPORTANCE OF CREDIBILITY

Credible content is core to building a trustworthy brand as a media business. Publishing content with fact-checked articles, vetted information, and quotes from experienced experts is what builds a solid reputation. It’s that reputation that attracts and retains a loyal audience.

On the other side of the coin, a media company must be accountable for their content. If something is incorrect or inaccurate, a credible media outlets must admit to a fault and accept responsibility for the information they are publishing. Readers expect credible content, and when that promise is broken it can erode trust.

THE KEY TO CRAFTING AUTHENTIC CONTENT

Relinquish some control of your content – want to speak directly to a segment of the market? Ask them what they want to hear. Setting up processes, like a preference centre or feedback landing page where readers can let you know what they want to read more of is a great way to ensure that your content is relevant to your readers.

Media agencies should aim to develop their own apps. Research shows 90 per cent of a user’s time is spent using apps compared rather than browsing the web. Part of creating credible, authentic content is delivering it to subscribers in an easy-to-use format. Apps create a controllable and measurable centre for your readers to look for the latest great content.

Lastly, it’s important to speak to your customers one-on-one. There’s no use generating fresh content if no one knows it’s there. Use channels like emailing marketing to directly reach your subscribers. Add value to this process by giving your most loyal subscribers the freshest scoop, or upcoming news that no one else will have access to yet.

So, now take a minute to sit and reflect – is the content you are distributing a reflection of your business, and the interests of the readers you want to attract? If your content expresses a clear cut set of values, an honest and compelling narrative and an openness to feedback, then the readers will arrive in droves.

Please login with linkedin to comment

Latest News

Bauer’s Cosmo Named Official Mardi Gras Media Partner
  • Marketing
  • Media

Bauer’s Cosmo Named Official Mardi Gras Media Partner

Bauer Media has announced Cosmopolitan magazine as an official media partner of the 2018 Sydney Gay and Lesbian Mardi Gras. COSMO’s Mardi Gras sponsorship will deliver a month-long celebration of activities in the Parade’s 40th anniversary year. In addition to the event sponsorship, COSMO is producing its second Pride Issue for March, on sale 5th […]

A Guide To Understanding Your Digital Marketer
  • Opinion

A Guide To Understanding Your Digital Marketer

In this guest column, Logie-nominated journalist, Leisa Goddard (main photo), who is also the managing director of media, PR and digital agency, Adoni Media, offers her personal guide to making your way through digital marketing buzzwords and gobbledygook… Do you feel as though your digital marketer speaks to you in a language you don’t understand? In today’s highly-competitive world […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine
Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter
  • Marketing

Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter

Seasoned meat supplier Farm Foods Butchers has rebranded its selection of sausages, burgers, meatballs and ready-to-cook meat products to appeal to the modern Aussie family. The 100 per cent family-owned and operated business based in Breakwater, Victoria worked with Sydney-based branding and packaging design company Tiny Hunter. Together, they created a brand which connects with […]

Animal Logic Shows Off New Website In Collaboration With Protein One
  • Marketing
  • Media

Animal Logic Shows Off New Website In Collaboration With Protein One

Aussie visual FX and feature animation studio Animal Logic has unveiled its new web experience – a reimagined website – in collaboration with Sydney digital agency Protein One. Animal Logic felt it was important to engage a local digital agency to represent its brand online. The company’s online personality was one that required a team […]

Raunchy Marathon Ad Causes Utter Confusion
  • Campaigns

Raunchy Marathon Ad Causes Utter Confusion

B&T likes to award the "dumbest ad of the day" with a 15-inch devon knob. And this would be a processed meats shoe-in.

by B&T Magazine

B&T Magazine
Red Agency Wins Bio-Oil PR Account
  • Marketing

Red Agency Wins Bio-Oil PR Account

Red Agency staff set to challenge for the record for most people to squeeze into a lift after winning Bio-Oil business.