Authenticity in content marketing is simply when companies provide reliable information that’s going to educate and entertain their target audience in a way that will help them develop a loyal and strong relationship with that company. Authentic content marketing strategies are different from marketing strategies that are purely self-promotional because through authentic marketing companies are trying to show their audiences that the company cares about meeting their needs, what the business is all about, and what matches their values.



The reason why more companies need to start investing in authentic content marketing strategies is that many consumers these days can easily catch onto any marketing efforts that don’t seem genuine. Through authentic marketing efforts, companies can develop a more trusting relationship with a target audience, and as a company is developing its content marketing strategy, it should see it as a great opportunity to further build its relationship with the target audience, instead of simply looking at it as a way for the company to generate leads. According to research, over 80% of consumers have previously stated that they felt it’s necessary to trust a company before deciding to make a purchase from it. Although generating results as quickly as possible is very attractive for many businesses, companies that are able to create authentic content are easily able to tap into the pain points and needs of the target audience, which generates a bigger impact and better results over time.


A distrust of traditional advertising

To many customers, due to the nature of marketing, it feels that advertising campaigns are used as a manipulation strategy. That’s mostly because a lot of companies still tend to rely on advertising campaigns to generate more sales, and consumers tend to understand this effort, which is why they have learned to ignore many of the advertising campaigns that they come across on a daily basis. However, through strategic and authentic content marketing efforts, companies can create promotional efforts that are going to be a lot more engaging to the customers. Companies have to invest time and effort into showing the consumers that the company understands their pain points, their needs, and values instead of simply boasting about how great the company is, and listing its achievements.



More and more customers are aware of the values that companies that they do business with have, and a large number of customers have started to do business with companies that share their own values. Things like whether a company is treating its employees ethically, whether it’s sustainable and invests in eco-friendly practices, and even the company’s mission statement are important to consumers these days, and one of the best ways for companies to convey all of these effectively is through authentic content marketing efforts.

Discover more from Ronn Torossian

Ronn Torossian Speaker Profile on All American Speakers
Ronn Torossian’s Contributions to Website Magazine
Ronn Torossian’s Professional Profile on Muck Rack
Ronn Torossian’s Contributions on PR News Online
Ronn Torossian’s Twitter Profile

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.