5 Ways to Create More Authentic Marketing Content

Most marketers today know that authenticity is the "hack" to building trust and humanizing a B2B brand. Authentic marketing content resonates with audiences, fostering deeper connections and loyalty. However, many B2B companies still rely on legacy models that prioritize polished narratives and top-down communication over genuine insights.

This approach often stifles the voices of those who are on the front lines of innovation and problem-solving—our engineers, developers, sales teams, and other industry experts. To truly connect with and reach new audiences (*cough* IT professionals *cough*), we need to continue to shift our focus and let these real experts lead the conversation.

Here are five ways to create more authentic marketing content by empowering the most impactful voices in our community.

1. Highlight Subject Matter Experts

Think of a professional athlete at the end of a game. Do people want to hear the "comms" person talk? No. They want to hear from the players who were in the heat of the moment. Similarly, in B2B, audiences want to hear from the experts in the field. By showcasing subject matter experts in your content, you provide your audience with genuine insights and real experiences. These are the voices that bring true value and authenticity.

2. Encourage Raw and Candid Conversations

At trade shows, the most valuable interactions often come from raw and spontaneous conversations. These candid discussions reveal the real challenges and innovations happening in the industry. Encourage your experts to replicate these conversations online. Create spaces for open dialogue, whether through webinars, podcasts, or social media platforms, and let your audience engage with the real stories and insights from the field. These conversations are where the real stories unfold.

3. Leverage User-Generated Content

User-generated content (UGC) is a powerful way easily decentralize and bring authentic voices into your marketing. Encourage your engineers, developers, and channel partners to share their experiences and insights. Whether it's through soundbites, video testimonials, or social media updates, UGC provides a genuine perspective that resonates with audiences. MarketScale Studio is a tool that makes this unbelievably easy.

4. Embrace Timely Content

Being timely in your content is crucial. Especially when your competitors spend weeks mulling over their response. Respond to industry regulations, emerging trends, and current events that impact your field. This not only shows that your company is aware and adaptive but also positions your experts as thought leaders who can provide immediate, relevant insights. Timely content helps keep your audience engaged and informed about the latest developments.

5. Showcase Real-World Applications

Nothing speaks louder than real-world applications and success stories. Highlight case studies and projects where your clients, teams, and channel partners have made a significant impact. Ask the client to share detailed accounts of the challenges faced and the innovative solutions implemented. This not only showcases the expertise within your organization but also provides valuable lessons and inspiration for your audience.