The Connection Between Content Marketing and Trust
Behind each customer’s decision to make a purchase, connect online, or ask for more information lies one thing – trust.
For a business, trust is the connection between the company and the customer that encourages supportive behavior. It is what drives the customer to read your blog posts, engage with your social media statuses, and purchase your products or services. The trust that your customer has for your business allows you to create a community of individuals that support you, encourage you, and what to see your business succeed.
But as with any relationship, trust is not easily built.
Why Do You Need Trust in Your Business?
Let’s face it. The internet is a crowded, crowded place. Just about everyone has a blog, a website, and social media pages, and they’re all fighting for attention.
Each blog post you create and each status you post is going to be thrown into a space already jam-packed with information just like yours from experts just like you. So, how do you get your reader to make the decision to click your link, read your content, or buy your products?
In the world of digital marketing, everything you do relates back to the connections you make and the relationships you build. As your target audience is getting pulled in many different directions, they will naturally gravitate towards names they recognize, companies they’ve heard of, or information that feels like its speaking directly to them.
When you have trust with your audience, you’ll see more loyal customers.
How Does a Company Build Trust?
To develop a system of trust between you and your audience, you need to communicate. Building trust comes from showing who you are, what you can do, and how you’re going to do that. It comes from creating a brand, sharing your voice, and connecting with your customers on a deeper, more personal level.
Building trust with your clients, customers, and audience comes from a level of transparency. It doesn’t come from saying, “I’m a big business, therefore you should believe everything I say.”
It comes from saying, “We know you, we understand you, and we want to help you.”
The best way to say that is with content marketing.
How Can Content Marketing Build Trust for Your Company?
When you shift from traditional marketing to content marketing, you’re also shifting from “selling” to “educating.” Rather than pushing products or services directly to your customer, you’re taking them along the purchasing journey to determine their problems and discover a solution.
The content that you create should send a clear message that helps your reader understand your brand and who your target audience is. Within your blog posts, web copy, articles, and social media statuses, you should be creating a persona of authority that is believable and supported, without crossing over the line to sound like a used car salesman.
Through your content marketing efforts, you should be creating a foundation for visitors to grow into loyal customers. Instead of throwing all your products and services directly in their face and shouting “YOU NEED TO BUY THIS,” you’re giving them a reason to buy from you.
Sometimes, creating content that builds trust takes an expert. If you need help building a content marketing strategy that educates without directly selling, contact me to start a project.