Creating trust through content
“If people like you, they will listen to you. But if they trust you, they will do business with you.” - Zig Ziglar
How do you establish trust with your audience?
How do you use your content to build an authentic, genuine brand voice?
Trust has become king for today’s consumer. In a world where people are wary of advertising, branding, and purchasing, only authenticity wins out.
But it can be challenging for businesses to prove their authenticity without (ironically) appearing inauthentic.
That’s because content is everywhere. We’re constantly being bombarded with advertising by companies who don’t care about us. Every minute, there are 1,440 posts on WordPress, 3.3 million posts on Facebook, 500 hours of video uploaded, and 65,972 Instagram photos posted. We can’t access the internet without an overwhelm of content. With the sheer quantity, most of this content feels like fluff that users don’t actually want to see. Consumers are getting tired of all this gunk on the web.
So how does your business’s content stand out? What becomes your differentiator against a sea of disingenuous competitors who produce content without providing legitimate value?
The answer for branding differentiation is surprisingly simple. It all boils down to trust. You want to create a trust-based branding strategy.
Be the trustworthy brand
You make almost every daily decision based on trust, whether consciously or unconsciously. You decide to marry someone because you trust them to be a faithful and dedicated partner. You trust that your neighbor or brother will give you a good restaurant recommendation. But even more than that, you trust that when you hand over a dollar you’ll get a soda in return. You trust that when you use a coupon, you’ll get the right amount of money off on your purchase.
You trust the everyday system of our society.
But in today’s marketing world, people are losing trust in the system. They’re being scammed and conned and fooled out of their money. They’re partnering with businesses and companies that don’t have their best interests at heart.
This sort of mistrusting society is where your business can step in and show up. If you can prove that your brand is trustworthy and genuine in a sea of less trustworthy competitors, you have an instant differentiator that can make your business flourish.
Building a strategy of trust
So how can you become a trustworthy business? And how do you prove this trust to your customers?
Content is the strongest and most effective way to establish a foundational layer of trust with your audience. You can open up the lines of transparency in a way that other marketing tactics don’t allow for. You can show a “behind the scenes” video or you can write an exposé blog about your procurement process. You can write a page about your social mission, and share how you pursue this mission on your social media channels.
Content allows for transparency.
Plus, content provides legitimate value to your audience. Although you might be using content to pull customers through the sales funnel, the main goal is to provide them with information and value. Whether it’s a how-to blog or a detailed list, you’re giving your audience some sort of quality information that is relevant to your brand.
This allows you to add value for hundreds of people without even realizing it. It also ensures you attract the right type of reader and customer: your content customer persona.
However, content is a long-term game. You likely won’t see results instantly.
However, this kind of trust-based content strategy has innate positive effects on your SEO rank. Creating consistent, trustworthy, and unique content keeps your reader coming back for more. Building this kind of relationship creates multiple impressions, which search algorithms favor. The more times people visit your site, and the longer they spend on your site, the better.
If you provide value, you’re building trust with your audience. In return, you have to trust that you’ll get the visibility and impressions in return that can bring in sales and revenue.
What trust looks like
So how do you create a trust-based content strategy?
Add value. This can be anything from videos with entertaining stories to blogs of industry information and how-to articles. If you provide legitimate value without expecting anything in return, your readers will start to trust your brand more.
Answer questions. This is a great way to add value while interacting with your audience. What are some frequently asked questions in your industry? What are some questions that your sales team encounters often?
This is a great opportunity to explain a situation—and explain how your product or service fits in as a solution to their problem. If you come at the topic from a viewpoint of answering a question, rather than selling, your readers will be more responsive to your content.
This is also a great way to cut down on customer service inquiries. An FAQ section can provide all the answers someone needs about your product, service, and industry so they can make a faster purchasing decision.
A note on grammar and mechanics
Call us old school, but it’s our experience that content with solid spelling and grammar performs best. That’s because good grammar is easier to read, and accessible content is what instills trust with the reader.
Good grammar also creates a better impression. It shows that you put care and consideration into what you put your name on. Every consumer wants a business who cares about their image—because they believe in their own brand.
Creating trust in the wild
Building trust is not an easy or quick process, but you knew that already. It takes time, content, and multiple impressions to get a foundational relationship with your reader. Building trust is the long game, but it can also show major results.
How can you create value for your current and potential customers? How can you build a brand that customers actually want to interact with?
What are your struggles with establishing trust with your audience?
Contact us to let us know. We’ll help you come up with a marketing strategy based on trust and transparency.