About the Guest Matt Sickler is Innovapptive’s VP of Global Marketing. Matt has more than 20 years of experience in global strategic marketing management, serving technology, manufacturing, and supply chain industries. He also holds a Bachelor of Science in Marketing from Clemson University. Connect with Matt Sickler Key Takeaways The authenticity of content is essential for marketers because of the need to build an audience for your products. If your content is not geared towards the industry or the person you are promoting in any way, shape, or form, and you are just using generic content Without authentic content, it is hard to grow your base as the audience today is smart. Quote “I think if you start with an outline, run it by a subject matter expert, it doesn’t have to be a complicated checklist of events, but subject matter experts become crucial in that process.” Highlights from the interview What do you mean by the authenticity of content? Why is it an important topic of conversation today? The authenticity of content is essential for marketers, especially in Demand Gen, because of the need to build an audience for your products. Without authentic content, it’s hard to grow your base as the audience today is very smart. Content is in demand. Also, companies that rely on non-authentic content expect their prospects to come and ask questions, which doesn’t happen often. How does the authenticity of content impact an outreach campaign? If your content isn’t geared towards the industry or the person you’re promoting in any way, shape, or form, and you’re just using generic content, it wouldn’t stick around for long, and people start to realize it. What framework do you use to verify if your content is authentic? First, our marketing team outlines and gets the core values we try to accomplish using our content. The next step is consulting a Subject Matter Expert (SME) who can verify and fill in the details of day-to-day matters. In the final step, we do A/B testing. Any resource recommendations for our listeners? I recommend the Huckberry community and the blog Digital Marketing with Andy Crestodina.