Public Relations & Social Marketing Insight

We’ve been together for a while now, Marketing Blog readers. I’ve shared stories with you about business school, my surprise revelation that I’m an introvert, and other personal tidbits here and there. Here's one that I hope won't lower your opinion of me: I have a bit of a potty mouth.

My first instinct is to apologize for it. But then, I came across new research that shows astrong correlation between cursing and authenticity in character. If only I had known that when I was a rebellious teen and could have retorted, as my colleague Kierran Petersensuggested, "I’m being authentic, Mom!" But it's true -- the study showed a positive connection between profanity and honesty -- on both a micro (individual) and macro (society) level.

I've seen real-life examples of this phenomenon. Gary Vaynerchuk -- (in)famous for his profuse utterance of the "F" word in content and public appearances -- has experienced tremendous success as a marketer. And Doug Kessler, creative director of the agency Velocity Partners, has given numerous presentations on the power of swearing in your marketing.  

So how can this whole thing be executed without risking a loss of respect? And why are we so drawn to it, anyway? We had a look at some example and research, and drew some, er, freakin' conclusions....

People are instinctively drawn to brands that are considered more authentic than their competitors. How can your brand win?Authentic stories help you build emotional connections with customers. But how can you relate your stories back to the target audience?Below are four tactics that can help add a layer of authenticity to your content marketing....