Today, content marketing is not only about gaining our audience’s attention, but also earning their trust. In addition to delivering valuable content consistently, brands must lead an effort of transparency. Customers want to work with companies that are honest. They have faith brands are not taking advantage of them.
Don’t believe me? A report by Sprout Social found 86% of people say transparency is more important than ever before.
But we wondered, “Can transparency be a risk? Is there such a thing as too much transparency?” Our community had a lot to say on the topic. In fact, there were so many tweets in this week’s chat that we couldn’t fit them all in our typical Twitter Moment! As they say: If you miss a chat, you miss a lot! We grabbed a handful of responses and included them in this brief recap.
We enjoy these community discussions. But we also love when special guests can join us. Have a topic or guest suggestion for the #CMWorld Twitter chat? We’re planning our summer calendar.
A3: 100% brands need to show transparency, but not at the risk of customer service or at the risk of the brand. Also don’t be afraid to say you messed up, just then be sure to make it right. That’s part of being transparent. #CMWorld https://t.co/ASpDlWBKLC
— Annemaria (@Annemaria_N) February 26, 2019
A3. Transparency means telling the truth and explaining how you reached a decision. So, no, it should never be a liability, unless you’re divulging secrets that give you a competitive advantage. (I don’t expect Coca-Cola to be transparent about its secret formula.) #CMWorld https://t.co/RrVeBBazzM
— David Simanoff (@dsimanoff) February 26, 2019
A3, In my opinion, yes, but it depends on your industry and your audience. I’m not a fan of the blow-by-blow over-sharing like you’re my BFF. I think it’s unprofessional and makes your company look like a joke. But for some, that’s their brand and audience expectation #CMWorld https://t.co/RWPK2pnPBt
— Jennifer L. Dawson (@JLDContentQueen) February 26, 2019
See more answers to this and other questions in our Twitter Moment.
A2: Figure out what your brand stands for. What are the core values you want your brand to represent?
— Express Writers (@ExpWriters) February 26, 2019
Then, determine how you can embody those values with the content you create and through connecting with your audience. #CMWorld
A2: #CMWorld Being more transparent means more original content and less stock, more thought process and less final product, more behind the scenes. Show the behind the scenes process. https://t.co/v14QbTOW2r
— Christian Lowery (@clowerycontent) February 26, 2019
A2: Figure out what your customers care about, so you can base your transparency efforts on what matters most to them. Then figure out if you need to make changes to how you run things now to match those values, or can emphasize what you already do #CMWorld
— Kristen Hicks (@atxcopywriter) February 26, 2019
See more answers to this and other questions in our Twitter Moment.
What story is your brand telling? In what ways are you being transparent with your efforts? Let us know in the comments below.
Learn from trusted content marketers who are transparent about what they do. Sign up for Content Marketing World 2019in Cleveland. Use our exclusive discount code SM100 for $100 off Super Early Bird prices. But hurry – these low rates soon!
