Content diversification can help raise brand authority

How good are podcasts? A content marketer in Dubai explained that they considered one podcast they followed credible. Yet it is usually wise to verify them before they are trusted. They also expressed their skepticism about podcasts.

Trusting an authentic podcast works when trust in traditional media is quite low. Trust in leading brands isn’t far behind. Many people still trust mainstream brands, channels, and publications, but even that trust nowadays is being reduced. Going through various perspectives is also becoming impossible.

What brands have been trying to achieve is a word-of-mouth advocacy they’ve been struggling with through these years. Public relations is as equally important as advertising, communication, and promotion.

Somehow some content formats have been seen as more or less trustworthy. How does perceived credibility change engagement? It means we have to study content diversification and see if it helps brands cultivate a unique dynamic and genuine rapport with the audience.

User-generated content is on the rise

There has been a rise in trust in podcasts and user-generated content in light of generative AI being used to create bogus content. Reddit is unique as a social media platform and is gaining trust. YouTube is trusted by Americans when it comes to social commerce.

Influencers somehow need to be more prolific. But this year, authors and therapists Are looking towards TikTok to establish personal brands. However, TikTok was once branded as a misinformation platform and lacked authenticity. It is still facing sanctions.

The line between original recommendations and paid promotions has become quite blurry. Many audiences find it difficult to differentiate between them, and when they can’t find the right one, they then disengage from both the conversation and the platform completely.

Yet some flavors and remnants of influencers still remain especially in the form of subscriber models on platforms like Substack and others. Yet consumers crave some form of agency when it comes to content curation. They are satisfied by subscribing to individuals having expertise. Yet many are placing their trust back in old-school institutions.

How does content diversification help in improving and raising brand authority?

Professionals from a PPC agency in Dubai are in favor of content diversification. They have been working on it for quite some time. Content diversification is smart as it uses a variety of content formats and casts a broader net for establishing credibility. It even helps engage audiences on more touch points.

Because of changes in algorithms, brands cannot count on just one platform. Social media platforms are now like gated communities and Google is becoming more complex. Content diversification can help companies get the needed traffic.

Here are some ways businesses, brands, and companies alike can diversify content and start experimenting with various formats from now onwards:

• • Written Content never goes out of fashion: AI has been hurting blog posts with spam content. Somehow, properly written ones make the count. Publishing authentic thought involves offering unique and useful insights written by authentic human beings. Sharing personal experiences, providing real values, and adding a human touch is good. Thought leadership is not limited to just top-level executives. Managers and juniors can also bring in thought leadership. Use blog posts to drive authentic and human-to-human engagement. This will help team members feel valued.

• Creating unique video content: Companies should enter this space and shouldn’t worry about sticker shock or resource constraints. Start small with the video thing. Behind-the-scenes footage, live Q&A sessions, and webinars can help humanize the brand. It can also give a breath of authority and transparency. AI tools can help shorten videos and webinars to brief snippets. Optimized video content can also help raise the likelihood of content being found with ease.

• Audio content and podcasts also work: Those who have just entered the content domain can start with low-commitment options. Among them are participating as a guest on a podcast and embedding that audio in the blog or social media posts.

• Creation of experiential or interactive content: Making content like polls and quizzes or other interactive forms of content can help boost engagement with customers and users alike. Consider experimenting with interactive storytelling and give users the chance to select their path of choice.

• Making good use of Email Marketing: Email is still relevant. It is no longer a relic and is making a resurgence.

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