I believe most brands have trouble with being authentic and genuine with their content strategy. Much of the content from bigger brands can come off as impersonal due to the size of the audience they need to reach. A ploy I've seen recently is having a more active and personal social media (specifically Twitter) account. This marketing strategy has worked successfully in the fast food industry with Wendy's and Arby's accounts seeing higher engagement with their content. Other brands should consider switching to this blueprint as it creates a personality the customer can associate with the brand, as well as producing more interesting and engaging content