The strategy to build trust with content marketing is one of the best things that you can do to grow your business. Content marketing is a powerful tool for building trust with your customers, but it requires an effective strategy and the right execution. Here are five strategies for making your content marketing more trustworthy and engaging for your audience.
Share Authentic Stories To Build A Human Connection
Sharing authentic stories from your team or customers can be a powerful way to quickly build trust and humanize your brand. Customers want to know that there are real people behind the scenes, and storytelling is one of the most persuasive ways to do this. Make sure that these stories highlight the values and mission of your company, as well as how real people have benefited from what you do. Your content should be a reflection of the core parts of your brand strategy such as your mission, your vision, and your brand values.
Being authentic doesn’t mean you have to share everything about yourself or what is going on behind the scenes. However, it should show more of who you are not just as a business owner but as a person as well. Humans trust the people behind their businesses and not just the business itself. The opportunities that will open up for you because you are authentic will outweigh any opportunities you get because you didn’t put your best foot forward.
Choose Relevant & Quality Content
When it comes to creating content consistently, it has to align back to your business goals and objectives. You also need to make sure that your content aligns with your ideal clients. Are you making sure that the content that you’re creating speaks to your ideal audience’s pain points? Is the content timely with what’s going on within the industry or in the world? Does the content showcase your expertise and what you’re selling?
If you answered yes to all of these questions, then congratulations your content marketing strategy is building trust with your audience. If you answered no, then it’s time to rework your content marketing strategy to better align with your business. Your content marketing strategy needs to be the stepping stone to your offers and services.
Building Trust Also Means Providing Educational Value Instead of Promotional Content
Content marketing serves two purposes:
- providing educational value and
- promoting your offers and services
To build trust with content marketing, you need to keep these two purposes in mind. It might seem easy to always talk about what you do for your clients, and what you’re offering, and aim to funnel people into those offers. However, your content marketing strategy should really focus on educating your audience members and enabling them to try and do whatever it is that you’re offering themselves because this will help you build trust.
Educational content showcases your expertise and also can speak to your audience members who may not be aware that they need your offers and your services. Educational content also helps you build authority which is instrumental in building trust with your audience. By refining your content marketing strategy to showcase more educational content, you’re showing that you know what you’re talking about and that you can guide your future clients to their solutions.
Showcase Your Expertise With Case Studies and Provide Social Proof of the Transformation
Sharing details of customer success stories in the form of case studies is a great way to build trust. When you’re offering a premium service or offer, people want to know what’s in it for them. Your content marketing strategy should show that you get results for your clients and what it’s like working with you. Take your audience members behind the scenes of your process. Let them in on what it’s like for you to deliver your services and your offers.
Show your audience members what’s possible when it comes to working with you. Showcasing your expertise through past work and customer reviews will help potential customers trust your ability to deliver quality results.
This ties back to understanding the value of your offers. Your content marketing strategy should showcase how your offers took them from one pain point to a transitional happy point that allows them to continue to grow and build their business. Research studies have also shown that having testimonials on your website from satisfied customers can make prospects more likely to purchase from you. To leverage your content marketing strategy to build trust with your audience, position your ideal client as the hero within their story.
Additionally, if you actively use social media, make sure to highlight customer reviews there as well.
Don’t Limit Your Content Marketing Strategy to Social Media
Social media is a great way of attracting your audience, but the customer journey shouldn’t stop there. Your goal should be to drive your audience members on social media to your email list so that you can better nurture them through segmenting your list or even providing a space for you to express more about what it is that you do.
Also beyond social media platforms like Instagram, Twitter, and TikTok, you should be focusing on long-form SEO-based platforms like YouTube, Pinterest, or your blog. Creating content that is optimized for search is a great way for you to generate new leads on autopilot, meaning without having to always be online 24/7 to generate leads. SEO-based platforms also have a longer shelf-life meaning that your content has the potential to still be seen and viewed months after you posted it. To build trust with content marketing, your content marketing strategy should enable you to increase your brand awareness through your content across multiple platforms.
If you’re ready to start creating content that consistently builds trust with your audience and aligns with your business goals and values, it’s important that you have the right foundational pieces in place. Get in touch with me today or subscribe to my newsletter to learn more.