What Is Authentic Content and How Do You Create It?

Posted by Shane Niederklein on Oct 12, 2018 8:02:00 AM
“Authenticity is a collection of choices that we have to make every day. It’s about the choice to show up and be real. The choice to be honest. The choice to let our true selves be seen.” - Brené Brown

You should know by now that content is the main ingredient to your business. That content should also be “authentic” to your business, otherwise, customers won’t trust you. A study from Ad Week found that 90% of respondents said, “they best respond to brands that create authentic visual or video content.” The study also found that 56% of the people like when brands are not just selling but sharing something cool or teaching them. Those numbers are probably even higher now and will continue to grow with time.

You are probably wondering what makes content “Authentic”?

 Well, honestly any content that comes from you is authentic because there isn’t anything more authentic than yourself. So, when making content for whatever it is you are making content for, make sure you follow these rules:

  • Find Your Own Voice – Nobody Likes a Copycat.
  • Be Consistent in Your Content – Don’t jump around in different styles. Customers will find you wishy-washy and untrustworthy.
  • Know your Personas – The 3 W’s are a good place to start: Who, What, and Where is your customer base.
  • Don’t be afraid to write in your perspective: - You know your business better than anyone else. Draw from that experience and use it to your advantage.
  • Don’t be a Debbie Downer on social media – people don’t like haters and it makes your business look bad.

Remember: Authenticity doesn’t care about statistics or even logic… it’s just plain old Grandma level honesty (Think: “What Would Betty White Do?”).

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Examples of Authentic Content

Yeti Cooler vs Shiti Coolers

By now, we’re sure you know what Yeti Coolers is, but if you don’t they are the Beyoncé of expensive cooler companies. They sell coolers that sell in the $300 or more price range. So you are probably wondering, “How does Yeti Coolers have authentic content?” It’s all in how they market those coolers. They use their content in a way to describe how and why they do what they do, so people feel connected with the brand.

Because of their authentic content, they have become a kingpin in the outdoor & sports industry. They established a niche customer base and continue to make amazing videos for their customers.  Check out their videos for some inspiration.

“Tundra Tales Video”



Shiti Coolers, on the other hand, doesn’t even sell coolers. They sell the idea of keeping that old shitty cooler that was probably once your grandpa’s. You know, that one that is just sitting in your garage. Shiti Coolers sell stickers and other swag to make your piece of crap cooler in the garage “cool” again. Watch the video below to figure out just how they do it. And if you are looking for more inspiration, check out their Shiti Coolers: Under the Lid Series on YouTube.

“Shiti Coolers: We Don’t Sell Coolers”




Foureyes is probably one that you haven’t heard of. He is a YouTubers that builds furniture and then talks about it in unique and interesting ways. In one of his latest “authentic content” videos, he discusses the overproduction of the tables that look like a river runs through it (it’s a Montana thing). In the video, he puts his own spin on the over trending table and uses LEGOs in a very eye-catching way. His result is a cool table, unlike anything anyone has ever made before AND a pretty cool video explaining it all.

“Concrete Coffee Table With LEGO Inlay”


Like what you're reading? Check out these other blogs on related topics: 
For more tips on creating great content and advice on everything you need to for your website, download the Guide to Website Marketing Must Haves. 

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Topics: Creating Content/ Copywriting

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