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Creating authentic content: 5 quick tips for brand marketers

Blog

Aug 18 2020

Tag’s localization experts, Sophie Youles, Linguistics Lead and Kelly Lau, Copywriter, work with global brands to originate and adapt content across regions and cultures. In this blog, they offer key insights for authenticity in storytelling. 

The Annual CMO Spend Survey 2020-2021 concluded that 79% of CMOs will look to existing customers to fuel growth in a post COVID-19 environment. Building brand loyalty is key. What we say and how we say it matters, especially now. Readers are sharper than ever, and anything that sounds cliché or insincere stands out a mile.

Creating clear, authentic marketing content that truly connects with target audiences can be surprisingly tough. It’s not easy churning out quality copy that spurs action, even at the best of times.

Here are five quick tips for staying authentic and keeping readers engaged.

  1. Get organized.

Marketer Neil Patel suggests before you write the first word, you should know the following:
Your subject. e.g. Honest storytelling.
Your point. e.g. Sharing tips on how to write authentically.
Your outline. e.g. This article is outlined in five points.

This keeps your message on track, and helps you steer clear of disingenuous tangents.

  1. Be direct.

As George Orwell famously said, never use the passive where you can use the active. The passive voice can come off as insipid, and often adds unnecessary words to a sentence. Why write “the article can be viewed here” when you can say “view the article”?

  1. Befriend brevity.

Always ask yourself, “can I make this sentence shorter?” Redundant words water down your message.

  1. Be clear.

Don’t confuse—or bore—your audience with overwrought platitudes, metaphors or jargon. Here are some common cliché phrases to avoid and their more direct equivalents:

few and far between — few
in this day and age — today
last but not least — last
at the end of the day — finally, ultimately
at this moment in time — now

Belabored or gushy, maudlin writing nearly always rings false, and could turn off your readers.

  1. Check your tone.

Don’t tell your audience about themselves—ask. Talking down to your reader or making assumptions about their experiences immediately damages your credibility. Instead of “we have all experienced tough challenges,” saying “have you faced this challenge?” opens up a line of communication between writer and reader.

Being mindful of tone and messaging, as well as staying factual and objective, is key to creating honest communication.  And, as consumers continue to form relationships with brands based on more than just the product or service, with an additional emphasis on social or ethical responsibility, leading with honest communication and authenticity can improve customer loyalty.

At Tag, we help brands create culturally  relevant, compelling content that can be adapted to reach different languages and cultures and amplified across formats, and channels. Our in-market creative transcreation and translation experts understand language, culture, and context to ensure the right message and the right imagery, reaches the right audience. Whether you need copy-origination translation, transcreation, cultural consultation or regulatory advice, we provide the local expertise you need to take your campaign global.

Schedule a call today to discuss how Tag can help you.

Related reads:

Taking brands global: Transcreation, translation and localization

3 considerations for the effective localization of video content 

Is your marketing campaign lost in translation?

 

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