Weekly Alert: Trust Starts With the Storyteller

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[Read more](2e5a5/ct9_1/1?sid=TV2%3AoB6WmDisR)by Mike Murray [SEO] Some more of this week's best stuff: - [How to Use Non-Obvious Thinking to Create Better Content](2e5a5/ct10_0/1?sid=TV2%3AoB6WmDisR) by Kim Moutsos [Managing the Editorial Process] - [An Alternative Approach to Developing Content Marketing Personas](2e5a5/ct11_0/1?sid=TV2%3AoB6WmDisR) by Robert Rose [Content Strategy] - [Dataviz: A Critical Skill for Modern Marketers](2e5a5/ct12_0/1?sid=TV2%3AoB6WmDisR) by Clare McDermott [Content Creation] - [How to Create Unified Content That Works in Diverse Global Markets [Examples]](2e5a5/ct13_0/1?sid=TV2%3AoB6WmDisR) by Marcia Riefer Johnston [Content Strategy] [] [] A Note From Robert Rose Trust Starts With the Storyteller There’s a lot of talk about the concept of authenticity in content marketing. But most discussions on the topic would be better off using other words, like “honesty,” “trustworthiness,” or “transparency” to communicate the point. After all, the primary definition of “authentic” is simply “of undisputed origin; genuine,” as in an authentic Andy Warhol painting. Other definitions include “accurate or reliable” or “based on facts,” as in an authentic depiction of that historic event. So, yeah, you can be an authentic jerk. You can be an authentic liar. Your brand can be authentic, and still be distrusted. I recently spoke with a team at a large, fairly well-known brand that’s trying to tell an ongoing story through its branded magazine and social media. Comment after comment and poll after poll told them the same thing: The audience just didn’t care and didn’t trust the brand to tell that particular story. There are well-documented examples of other brands struggling with distrust issues. Starbucks famously tripped on its #RaceTogether story in 2015, though it was initially conceived as an authentic and earnest effort: The company gathered employees in six major cities, rolled out sponsored content in USA Today to describe their efforts, and then tried to engage customers in frank discussions about race by giving baristas the option to write “Race Together” on customers’ cups. Now, in the failure of #RaceTogether, there were lots of flaws to point out: The notion that anyone really would want to have an incredibly complex and honest discussion with a barista while getting a fast-serve cup of coffee is just one of many. But the primary challenge was the storyteller. Starbucks simply hadn’t earned the trust to tell the race relations story. In pop culture, we see this all the time. Anybody remember country megastar Garth Brooks’ brief experiment with his rock ‘n’ roll alter ego, [Chris Gaines](2e5a5/ct14_0/1?sid=TV2%3AoB6WmDisR)? That was a fail. Then there was Grace Helbig, who couldn’t translate her very popular YouTube presence to [a television talk show](2e5a5/ct15_0/1?sid=TV2%3AoB6WmDisR). And, more recently, we saw social media star Casey Neistat [fail to launch a digital news and opinion initiative](2e5a5/ct16_0/1?sid=TV2%3AoB6WmDisR) for CNN. In each of these cases (and certainly thousands of others), there was a failure to recognize that trust starts with the storyteller. It’s not that Garth was insincere about his love for singing rock ‘n’ roll. Grace Helbig is authentically funny. And, of course, Casey Neistat is known for his authentic storytelling style. But an authentic story will always fail when it’s told by someone who hasn’t yet earned the trust of its specific audience. The big brand I mentioned earlier was creating incredible content. These were honest, passionate, and true stories told in a humorous way. But because the team was telling these stories through the mouth of their giant, well-known brand, they might as well have been Garth Brooks trying to sing rock and roll. Nobody was interested in giving it a chance. The answer for them? One experiment they’re trying is to distance the magazine from its corporate voice and brand. Creating a separate content brand will give them the opportunity to earn trust (and an engaged audience) without the challenge of being associated with the better known, but less trusted, brand as the storyteller. This, of course, changes the goals and purpose of the magazine. Only time will tell if they can successfully make those goals align with the business. There’s a wonderful quote by the author John Maxwell, who said, “People buy into the leader before they buy into the vision.” The same can be said for the stories we tell. If your audience doesn’t believe in the storyteller, the story itself won’t matter. It’s your story. Tell it well. Robert Rose Chief Strategy Advisor Content Marketing Institute This article from Robert is available only in this newsletter for you, the newsletter subscriber. If you have friends that would see value in Robert's weekly updates, please have them [subscribe](2e5a5/ct17_0/1?sid=TV2%3AoB6WmDisR). [] [] Content Marketing Job Listings Currently on a job search? Thinking about switching gears with your career? Please check out our job listings below. Available Positions: - Content Marketing Director, Impact, New York, NY - [Learn More](2e5a5/ct18_0/1?sid=TV2%3AoB6WmDisR) - Content Marketing Manager, Great Dane, Savannah, GA - [Learn More](2e5a5/ct19_0/1?sid=TV2%3AoB6WmDisR) Interested in posting a job here? Please see our [CMI Careers page](2e5a5/ct20_0/1?sid=TV2%3AoB6WmDisR) for more info. [] Sponsored Content Making Interactive Content a Reality As B2B marketers, we often rely on the same, boring strategies and tactics to reach buyers and drive revenue. Our Making Interactive Content A Reality Guide covers the steps you need to take in order to create memorable campaigns. Learn how to create engaging, interactive campaigns in four easy stages. [View here.](2e5a5/ct21_0/1?sid=TV2%3AoB6WmDisR) [] [] More From CMI 2e5a5/ct22_0/1?sid=TV2%3AoB6WmDisR The Content Marketing Awards are now accepting entries! With over 93 categories covering editorial to design, strategy to distribution. You won't want to miss your chance to win an award from the longest-running content marketing awards program. Entries due April 20! [Enter today!](2e5a5/ct22_1/1?sid=TV2%3AoB6WmDisR) [] CMI Video 2e5a5/ct23_0/1?sid=TV2%3AoB6WmDisR The answer to a world overflowing with content cannot be "create more content." Volume is not your friend, nor a valid content marketing success metric. In this clip from CMWorld 2017, Jay Baer, President of Convince & Convert, shares some ways to fix broken content. 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