The-Word-Factory-content-authenticityGreat Q&A with Glenn R. Carroll, the Laurence W. Lane Professor of Organizations at Stanford Graduate School of Business, about authenticity in branding. The entire article is worth a read, but here are two key takeaways for content marketers and corporate communicators:

On moral authenticity: It’s all in what the values are behind the business and how you tell the story about them. Can you explain why your business is morally different? Why it is not simply seeking profits or market share to enrich you or someone else? ...You better make sure it’s true and that you’re actually doing what you claim you’re doing, because you’ll be found out if you lie or exaggerate. 

Why it matters: When people are attracted to your moral authenticity, it gives them a unique attachment to your product, because your identity is inalienable. Nobody else has your story. That’s the ultimate strategic position a firm can have.

This ups the game on storytelling, doesn't it?

Authenticity is driven by content and by voice. Each must be honest and trustworthy. Here's how to bring those traits to your content marketing:

The research shows that stories, actions and voice are the key influencers of authenticity. It makes sense, then, to put special emphasis on these traits at both the top level of your marketing organization and at the tactical level of every project. This is how you walk your talk and become an authentic brand.

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