While the words ‘AI-generated content’ often leave a sour taste, it has allowed us to progress and adapt from a content perspective. We have the opportunity to advance and improve in matters concerning content. Can AI make us better at creating content? Yes. Can AI help make a plan or arrange content creation? Yes. Can we also use AI to help create even better content? Actually, yes.
It has also reminded us just how important good content is, making us look twice and think about how it reads, looks, and feels. Content marketing as a strategic approach is feeling not only the impacts of AI chatbots and writing assistants, but also AI integrations within our most-used tools such as SEMrush’s wealth of apps utilising AI technology. It’s a transformative phase.
Another issue that’s been brought to the table at such a place is the role of AI in brand connection and authenticity in marketing. Consumers are gradually becoming more susceptible to what AI offers in terms of content, and we must quickly come to terms with this to do something about it. Creating content that humanises brands and builds those connections with our audiences becomes a vital cornerstone of modern marketing strategies. Social media, in particular, can be a hub for all the bloopers, behind-the-scenes content, and silly moments that make your audience smile.
What do we mean by ‘authentic content’?
Authentic content is like that friend who always tells it like it is, no sugar-coating. It’s content that is truly representative of the voice of your brand, which lets your audience in on the triumphs and hiccups as if they were getting the inside scoop. These are found in the behind-the-scenes moments, the personal stories, and the real insights you’ll receive. So, whether that means sharing your favourite Friday playlist or breaking down a day in the life of your team, you can build trust through the power of authenticity, making your brand more relatable.
And how about behind-the-scenes content?
Behind-the-scenes content offers a snapshot of your brand. It shows everything that occurs before the final product is in place – those untidy, fun, and very real moments that normally stay out of the public’s eye. This kind of content peeks behind the curtain so that the audience can understand the hard work of a team and some quirky habits. When you show the raw, uncut side of your brand, you’re not exactly creating content—you’re telling a story that people can relate to. So, go ahead, share that blooper reel or that late-night brainstorming pizza party; it’s fantastic for building a real connection with your audience.
Why authenticity matters
People can associate more easily with a brand once it has become authentic and trustworthy enough in their eyes to reveal its good, bad, and sometimes awkward side. A big reason for this changed scenario in the way users seek information is social media. In fact, a survey found that 51% of gen z women preferred to use Tik-Tok over Google for their searches because of the more relatable responses i.e. no corporate spiel, indicating how authenticity in social media marketing is becoming increasingly important.
Authentic content evokes an emotion in the audience, which, in turn, proves to generate more brand loyalty. Brand attachment will lead the customers to engage with the movie as well as remain loyal to it. If brands share real stories and experiences, they will tap into those emotional elements and help in connecting with audiences.
Key components of authentic content
Transparency
Processes, company culture, and even business pitfalls can be showcased and discussed with the intention to be honest and real. Transparency keeps the gap between brand and consumer from widening.
Unfiltered moments
Sharing unfiltered moments – bloopers, casual interactions, and everyday scenes – adds a human touch to the brand. Think of it as the social media equivalent of those ‘deleted scenes’ on blu-rays that fans actually love to see. These moments show the brand’s authentic side, making it more relatable and endearing to the audience.
Community engagement
Engaging the community with live sessions, Q&A, or user-generated content are excellent for including within content strategies. This complements making the process authentic, encouraging people to belong and be loyal to a particular brand. If proper inclusion of the community is done, the brand will bond closely with their audience.
Practical tips for creating authentic content
Storytelling
Perhaps the most important is ensuring your content is still your content. Sure, it’s a heck of a lot faster to ask ChatGPT to write out whole product or service descriptions, blog articles, newsletters and so on, but it won’t be your words.
Write your own copy to convey the brand’s journey, challenges, and values that connect with the audience on a deeper level. Think of it like a personal diary of your brand shared with the world. Stories are a great way of telling your brand’s story, what you stand for, and where you are headed. Thus, this story is relatable, meaning it can be remembered well.
Employee Spotlights
Showcasing employees through interviews or day in the life videos opens the culture and shows who can be behind your brand story. It’s a backstage pass for your audience and it can be as easy as peering into a conversation, no scripting needed!
Behind-the-Scenes
Regularly sharing behind-the-scenes content related to product development, office life, or event preparations provides a glimpse into the brand’s inner workings. Sure, it may not catch on like The Office but it can certainly mean a lot to your audience.
Live Streaming
Live streaming on platforms enables real-time interaction with your audience and a peek behind-the-scenes. Unscripted, unfiltered, and yep the word again… engaging. In fact, brands using Instagram Live have experienced up to 10 times higher engagement rates when compared to regular Instagram posts.
How do we create and share authentic content?
Brands all over the world are turning to behind-the-scenes content that shows off the workplace and the faces behind their products and services. From hands-on production lines showing how products are made, to digital agencies showing off their vibrant office culture, there are many ways of producing authentic content that’s engaging and entertaining.
Below are a couple of example posts showcasing authentic content of our team outside of work highlighting togetherness, vibrancy and putting a face (or faces) behind the Hallam brand.
Let’s not forget the power of keeping it, well, real. Anyone can prompt an AI writing assistant to generate a 1000 word article, but only you can write one that’s in your voice. Our audiences want to see the faces behind the brand, hear the stories, and share in the triumphs and the hiccups. While AI can certainly help us create more and plan better, it’s the authentic, human-centric content that will truly make our brands stand out. So, go ahead and give your audience that backstage pass—they’ll love you for it.
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