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Authenticity Is the Key to Compelling Content in 2022: Here’s Why

Content marketers like to spend time debating amongst themselves about how the content world is going to change and which trends are going to dictate the future of the industry (as well as which fads are going to die out). But even in this opinionated crowd, it’s relatively uncontroversial to describe authenticity as one of the most important factors for success when creating content moving forward.

If you want to have a successful content campaign in 2022 and the years that follow, it’s vital that you understand the importance of authenticity — and the right ways to integrate it into your campaign.

Content Oversaturation: A Review of the Problem

Since its inception, content marketing has been a viable and potentially valuable strategy for individuals and businesses of all varieties. Providing detailed, helpful content to your audience is a fast way to build trust, earn a better reputation, and ultimately win more sales and loyal customers.

Back in the day, content marketing was new and exciting. In the mid-2000s, as long as you wrote something decently interesting with enough depth and detail , you could count on an audience to find it valuable. These days, the content market is oversaturated — even with an optimistic analysis.

Partially because literally anyone can create content and partially because of the rising interest in content marketing, there are more blog posts, videos, podcasts, and other mediums of content than ever before. No matter which way you look on the internet, users are bombarded with more content than they could consume in 100 lifetimes.

This leads to some big problems for content creators.

Why Authenticity Is Important

Why is authenticity important? How can it break you out of this unfortunately saturated market?

How to Be More Authentic in Content Marketing

What steps can you take to be more authentic in your own content marketing?

That’s a tricky question, because if you try too hard to be authentic, you might end up looking inauthentic. But these tips can help:

Authenticity is hard to replicate. It’s hard to mimic too. It’s not hard to include more authenticity in your content if you’re willing to be yourself, or at least work with people who are willing to be themselves. With more authenticity in your content, you’ll have a much better chance of standing out, and a much higher likelihood of achieving your long-term business goals.




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